Hôtel William Gray by Gray Collection
Hôtel William Gray is a 127-room luxury boutique hotel in Old Montreal operated by family-owned Gray Collection, offering five on-site dining venues, a 5,600 sq ft underground spa, and 10,000 sq ft of event space for leisure and corporate guests.
- Company typePrivate
- Founded1973
- Headquartersmontreal, Quebec, Canada
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Hôtel William Gray by Gray Collection does
Hôtel William Gray is a luxury boutique hotel in Old Montreal operated by family-owned Gray Collection, founded in 1973 by brothers Tony and Costa Antonopoulos. The 127-room property combines a modern eight-story glass tower with two restored 18th-century heritage buildings (Maison Edward-William Gray and Maison Cherrier, c. 1785) classified as historic monuments since 1969, located at 421 Rue St-Vincent overlooking Place Jacques Cartier. Room inventory spans four categories — Alcôve, Maison William Gray, Deluxe, and The Residence (a 975 sq ft penthouse) — outfitted with Bang & Olufsen BeoPlay S3 audio, RFID entry, and Le Labo amenities.
The property functions as a mixed-use hospitality venue rather than a pure lodging operator. Five on-site F&B concepts (Maggie Oakes with house-cured charcuterie, Freddi, two rooftop terraces — Terrasse William Gray on the 8th floor and Perché on the 4th floor — plus Café Olimpico, established 1970) generate transaction-based revenue. A 5,600 sq ft underground Spa William Gray with Gharieni beds, thermal circuit, halotherapy room, and seasonal outdoor pool adds a wellness revenue stream. Approximately 10,000 sq ft of event space (Library, Atelier, Cabinet, Garden, Margaret Hall, Edward Hall and their foyers) supports corporate meetings and weddings.
The business model is direct-to-consumer with a best-rate guarantee on hotelwilliamgray.com (Synxis-powered), supplemented by toll-free phone reservations and OTA distribution (Kayak). Revenue mix spans room revenue, F&B, spa & wellness, meetings & events, and valet/EV-charging parking, with cross-property capture enabled by the Gray Collection gift card accepted at 15+ establishments in Montreal and Ottawa. The customer base is fragmented across luxury leisure travelers and corporate/social event clients; the property is privately held with no disclosed revenue, no external investors, and awards-based positioning (Condé Nast 5th best hotel in Canada 2025, Hot List 2017).
Hôtel William Gray by Gray Collection firmographics
Firmographics- Name
- Hôtel William Gray by Gray Collection
- Legal name
- Gray Collection
- Website
- https://hotelwilliamgray.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Hôtel William Gray is a 127-room luxury boutique hotel in Old Montreal operated by family-owned Gray Collection, offering five on-site dining venues, a 5,600 sq ft underground spa, and 10,000 sq ft of event space for leisure and corporate guests.
- Ownership category
- akta.pro rank
Hôtel William Gray by Gray Collection industry classification
Industry- Product category
- Luxury Boutique Hotel
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)
- SIC
- Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Urban Luxury Hotels (City Luxury) (THAGACAE)
- akta.pro secondary industries
- Historic & Heritage Full-Service Hotels (THAGAAAG), Art & Culture (Gallery/Museum) Hotels (THAGADAC)
Keywords
Where Hôtel William Gray by Gray Collection is headquartered
LocationHeadquarters
- HQ city
- montreal, Quebec
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Hôtel William Gray by Gray Collection business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Room Revenue: Core revenue from 127 rooms and suites across four room categories (Alcôve, Maison William Gray, Deluxe, and Residence) in Old Montreal. Direct booking with best-rate guarantee; rates vary by room type, season, and special offers including 15% advance booking discount.
- Food & Beverage: Five on-property dining venues: Maggie Oakes (fine dining, house-cured charcuterie), Freddi (Japanese-inspired, cocktails), Terrasse William Gray (8th-floor rooftop), Perché (4th-floor rooftop, seasonal), Café Olimpico (Italian espresso). Room service available 7:30am–9:30pm with 15% service charge.
- Spa & Wellness: Spa William Gray (5,600 sq ft underground) generates revenue from treatments (massages, facials, body treatments), thermal circuit access, beauty services, and seasonal outdoor pool packages.
- Meetings & Events: Over 929 sq m (10,000 sq ft) of event space across 5+ rooms (Library, Atelier, Cabinet, Garden, Margaret Hall, Edward Hall, plus rooftop terraces and Maggie Oakes/Perché restaurants) generates revenue from corporate meetings, weddings, galas, and film shoots.
- Valet Parking: Valet parking service with electric vehicle charging stations (Tesla and standard EV) available for a fee. Special parking-and-relaxation packages offered.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Room rates — standard guest rooms (Alcôve, Maison William Gray, Deluxe) |
| Subscription | Pay-as-you-go | Special offers — early booking, B&B, parking, seasonal packages |
| Unit Pricing | Pay-as-you-go | Room service — restaurant delivery to guest rooms |
| Unit Pricing | Pay-as-you-go | Terrasse William Gray — rooftop dining and events |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Hôtel William Gray by Gray Collection product offering
Product offeringCore offering
Hôtel William Gray operates a 127-room luxury boutique hotel in Old Montreal built atop two restored 18th-century heritage buildings with a modern glass tower. The property offers multiple room categories (Alcôve, Maison William Gray, Deluxe, and Residence), five on-site dining venues (Maggie Oakes, Freddi, Terrasse William Gray, Perché, Café Olimpico), an underground Spa William Gray with thermal circuit, and over 929 sq m of meetings and events space for weddings, corporate meetings, and galas.
Product overview
Hôtel William Gray by Gray Collection is a luxury boutique hotel in Old Montreal consisting of a modern glass tower atop two 18th-century heritage buildings (Maison Edward-William Gray and Maison Cherrier). The property offers 127 rooms and suites across four categories (Alcôve, Maison William Gray, Deluxe, and Residence), multiple dining venues (Maggie Oakes restaurant, Freddi, Terrasse William Gray rooftop, Perché rooftop, Café Olimpico), Spa William Gray with thermal circuit, 10,000 sq ft of event space, a Living Room bar, and fitness center. The property is managed under Gray Collection, a hospitality group founded in 1973 by brothers Tony and Costa Antonopoulos, encompassing hotels, restaurants, and spas in Old Montreal. Room bookings use Synxis, dining reservations use OpenTable, and spa bookings use Booker.
Differentiator
Problem solved
Functional benefit
Products and services
- Hotel Rooms & Suites
- Maggie Oakes Restaurant
- Freddi Japanese-inspired dining venue combining Japanese cuisine with crafted cocktails and a vibrant atmosphere, open throughout the day.
- Terrasse William Gray Rooftop terrace on the 8th floor offering panoramic views of Place Jacques-Cartier, the St. Lawrence River, and the Montreal Ferris Wheel, featuring refined seasonal dining, brunch, lunch, and dinner menus with cocktail service.
- Perché Rooftop Urban rooftop oasis on the 4th floor overlooking Place Jacques-Cartier, offering a healthy, fresh, California-inspired menu with Mediterranean and Asian flavors. Seasonal operation.
- Spa William Gray 5,600 square foot underground luxury spa featuring a thermal circuit (halotherapy salt room, Finnish sauna, steam room, cold chamber, herbal sauna), outdoor seasonal pool, Gharieni high-end treatment beds, body treatments, facials, beauty services, and massages including Swedish relaxation and deep tissue.
- Café Olimpico European-inspired Montreal institution founded in 1970, offering premium Italian coffee, espresso drinks, and pastries within the hotel. Open 7am to midnight.
- Meetings & Events Spaces Over 929 sq m (10,000 sq ft) of event space across 5+ function rooms including the Library, Atelier, Cabinet, Garden, Margaret Hall, Edward Hall, Margaret Suite, Margaret Foyer, Edward Foyer, and rooftop terrace. Suitable for corporate meetings, weddings, galas, and social events.
- Room Service In-room dining service delivering Maggie Oakes restaurant dishes to guest rooms, available 7:30am to 9:30pm with 15% service charge and $3 delivery fee.
- Gray Collection Gift Card Gift card valid across 15+ Gray Collection establishments in Montreal and Ottawa including 5 hotels, 7 restaurants, 3 rooftop terraces, and 1 spa. No expiration date.
- The Residence Private 975 sq ft residence overlooking Old Montreal with floor-to-ceiling windows, gas fireplace, state-of-the-art entertainment system, fully equipped kitchenette, dining table for eight, separate bedroom, walk-in closet, master bath with double vanity and bathtub, guest bath, and private terrace. Can connect to a Deluxe room to form a 2-bedroom suite.
Quantifiable outcome
- Named 5th best hotel in Canada — Condé Nast Traveler 2025 Readers' Choice Awards
- +3 more outcomes
Companies that use Hôtel William Gray by Gray Collection
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
Hôtel William Gray by Gray Collection technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
Hôtel William Gray by Gray Collection partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Steven Spazuk (artist)coreEvery guest room features bird drawings by Montreal artist Steven Spazuk, who uses the fumage (soot) technique. The artist's work is central to the hotel's visual identity and décor, creating a distinctive artistic atmosphere throughout the property. The partnership is ongoing and featured as a key selling point for the hotel.
- Alan Ganev (artist)coreMontreal-based visual artist Alan Ganev creates graffiti-splashed murals throughout the hotel. His work has been exhibited at the Montreal Museum of Fine Arts, Costa Rica Museum of Contemporary Art and Design, and the Conseil des Arts de Montréal. His murals are a signature design element of the hotel.
- Café OlimpicominorA European-inspired Montreal institution founded in 1970, Café Olimpico is located within the hotel and serves high-end Italian espresso, coffee, and pastries. It operates independently within the hotel premises, enhancing the guest experience with an authentic local café.
- Le Cartel (streetwear brand)minorMontreal-based streetwear brand Le Cartel operates an on-site boutique within the hotel, showcasing local fashion and art collaborations. The partnership provides retail amenities for guests and supports local design talent.
- Camdi DesigncoreCamdi Design (CAMDI) was the architecture firm that designed the Hotel William Gray, creating a bold and contemporary look that merges beautifully with the existing 18th-century heritage structures. CAMDI approached every project element imaginatively to deliver an exclusive signature.
- Béïque Legault Thuot Architectes (BLTA)minorEstablished in 1970, BLTA is a Montreal architecture firm known for creative and conceptual design, heritage restoration, and sustainable design. The firm contributed expertise in heritage building restoration to the hotel's development.
Scale indicators6 records
Recent moves5 records
Expansion highlights4 records
Hôtel William Gray by Gray Collection competitors and assessment
Company assessmentBroad incumbents
- Fairmont Le Reine Elizabeth: Iconic Montreal luxury hotel under the Accor luxury portfolio with over 900 rooms, large conference facilities, and multiple dining venues. Competes for group, corporate, and luxury demand across the broader Montreal market rather than Old Montreal specifically.
- Four Seasons Hotel Montreal: A global luxury brand property in downtown Montreal with significantly larger room inventory, full spa, and global loyalty distribution. Competes for the same top-tier luxury leisure and group demand but with materially larger scale and corporate backing.
- Fairmont Le Château Frontenac: Iconic luxury heritage hotel in Quebec City, the largest and most recognized property in the region. Competes for the same leisure traveler flow exploring Quebec's heritage destinations, though in a different city.
Direct peers
- Hotel Le St-James: A luxury heritage boutique hotel in Old Montreal housed in a 19th-century building, offering similar high-end accommodations, fine dining, and proximity to Place d'Armes. Direct competitor for luxury leisure and corporate travelers in the same historic district.
- Auberge du Vieux-Port: Boutique hotel on the Saint Lawrence River in Old Montreal with comparable room counts and luxury positioning, plus an in-house restaurant (Taverne Gaspar). Direct overlap on leisure and corporate demand in Old Montreal.
- Hotel Nelligan: A boutique luxury hotel in Old Montreal within restored stone heritage buildings, featuring multiple restaurants, a rooftop terrace, and similar art-driven positioning. Competes head-to-head for design-conscious travelers in Old Montreal.
- Le Mount Stephen: Boutique heritage hotel in a restored 19th-century mansion in downtown Montreal, offering luxury accommodations, restaurant, and event space. Comparable heritage-product positioning and upscale leisure target market.
- Place d'Armes Hotel & Suites: An upscale boutique hotel in two restored 19th-century buildings near Notre-Dame Basilica in Old Montreal, featuring multiple F&B venues and event space. Comparable heritage-meets-modern product and target market.
- Hotel Le Germain Quebec: Canadian boutique-luxury brand (Le Germain Hotels) operating heritage hotels with design-forward positioning, comparable F&B and spa amenities, and similar upscale leisure and corporate target market. Direct concept peer within the Canadian boutique-luxury niche.
Others
- Loews Philadelphia Hotel (comparable design-driven urban luxury): An independent-style luxury hotel combining heritage architecture with modern design and multiple F&B venues. Useful as a reference comparable for asset value and mixed-use RevPAR dynamics, though geographically distant.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Hôtel William Gray by Gray Collection social profiles
Digital presenceHôtel William Gray by Gray Collection compliance and trust
Trust signalCompliance2 records
Hôtel William Gray by Gray Collection financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hôtel William Gray by Gray Collection leadership team
Management profileNumber of profiles
Profiles2 records
Hôtel William Gray by Gray Collection subsidiaries and ownership
Company hierarchySubsidiaries8 records
Hôtel William Gray by Gray Collection funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hôtel William Gray by Gray Collection M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hôtel William Gray by Gray Collection
What does Hôtel William Gray by Gray Collection do?
Hôtel William Gray operates a 127-room luxury boutique hotel in Old Montreal built atop two restored 18th-century heritage buildings with a modern glass tower. The property offers multiple room categories (Alcôve, Maison William Gray, Deluxe, and Residence), five on-site dining venues (Maggie Oakes, Freddi, Terrasse William Gray, Perché, Café Olimpico), an underground Spa William Gray with thermal circuit, and over 929 sq m of meetings and events space for weddings, corporate meetings, and galas.
Is Hôtel William Gray by Gray Collection a public or private company?
Hôtel William Gray by Gray Collection is a private company. It is classified as family owned and is currently operating.
When was Hôtel William Gray by Gray Collection founded?
Hôtel William Gray by Gray Collection was founded in 1973. It employs 51 to 100 people.
Where is Hôtel William Gray by Gray Collection based?
Hôtel William Gray by Gray Collection is headquartered in montreal, Quebec, Canada, in the North America region.
How does Hôtel William Gray by Gray Collection make money?
Five revenue lines are on record. Room Revenue is the primary driver. The others are food & Beverage, spa & Wellness, meetings & Events and valet Parking.
Who are Hôtel William Gray by Gray Collection's main competitors?
Broad incumbents on record are Fairmont Le Reine Elizabeth, Four Seasons Hotel Montreal and Fairmont Le Château Frontenac. Direct peers are Hotel Le St-James, Auberge du Vieux-Port, Hotel Nelligan, Le Mount Stephen, Place d'Armes Hotel & Suites and Hotel Le Germain Quebec. Loews Philadelphia Hotel (comparable design-driven urban luxury) is listed as an others.
Does Hôtel William Gray by Gray Collection have an API?
No public API is recorded for Hôtel William Gray by Gray Collection.
What industry is Hôtel William Gray by Gray Collection in?
Hôtel William Gray by Gray Collection's product category is Luxury Boutique Hotel. Its primary akta.pro industry code is THAGACAE, Urban Luxury Hotels (City Luxury), with a secondary code of THAGAAAG, Historic & Heritage Full-Service Hotels. Its NAICS code is 72111 and its SIC code is 7011.