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What are Impact Studies and Why are they Necessary in Today’s Hotel Climate?

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By Meri Keller

With nearly 4,100 hotel projects totaling nearly 500,000 rooms under contract in the U.S., and 17.1% increase in rooms under construction year-over-year according to the most recent STR Pipeline Report, the impact of new hotel supply is a major concern for existing hotel owners.  The major hotel brand families seek to capitalize on this expanding supply by extending the geographic reach of their existing brands and developing new brands targeting ever-narrower market niches. Some savvy developers seek to multiply brand equity through the development of dual-branded hotels that allow a single hotel project to affiliate with two brands, generally within the same brand umbrella. Some hotel owners are beginning to complain, concerned that the addition of new hotels nearby in the same brand family will cannibalize the business they have so carefully built over time. Conversely, new hotel developers and the franchise reps say the properties appeal to different segments of the market and will compete only peripherally –Who’s right?

As hotel supply increases and hotel companies merge and consolidate, hotel impact is becoming an increasing concern.  To those who understand the implications of current impact policies, the word “Impact” can represent a commitment to protecting franchisees’ rights. For developers looking to expand a franchisor presence in a specific market, the word can frequently signify delays and challenges in the franchise approval process. For franchisees the word frequently represents erosion of their key asset and probable demand generated through their brand’s central reservation system. New supply in a hotel owner’s competitive market is the most common cause for investigating impact. 

But what exactly is impact?

Base Impact is defined as the effect of new competition on an existing property, usually resulting from the addition of hotel rooms to the competitive market.

Incremental Impact is defined as the effect of new competition on an existing property due to the addition of hotel rooms that operate under the same brand, within the same franchise company, or access the same reservations system.

It is important to distinguish between the two different types of impact. While new supply may cause base impact, new supply within the same franchise or reservations network may cause base and incremental impact. The additional impact incurred due to the dilution of the franchise company-generated business is the incremental impact.

Each hotel company maintains their own impact policy.  Typically, the impact policy can be broken down into four key tasks: notification/timing, objection process, evaluation, and decision.    Once the franchisee is notified, they are given a certain period of time to object if so desired.   If the franchisee objects to the new proposed hotel development, the evaluation process begins.  Some hotel companies offer internal impact analysis, while others use third-party sources to evaluate impact in an objective form.

The critical steps in an impact study are as follows:  

  • Evaluate the existing property (Location, access, visibility, proximity to demand generators, condition, pricing, amenities, market mix, demand generated through brand CRS, percent of guests that are rewards members, top accounts)
     
  • Analyze the competition and competitive market (brands, quality, locations, topline performance, new supply, demand trends, market mix, new demand generators, general economic health)
     
  • Profile the applicant property (location, facility, access, visibility, location, brand)
     
  • Profile the characteristics of both the parent franchise company and relevant brands
     
  • Project occupancy and average daily rates for the existing hotel “as-is” (assuming applicant does not exist), base impact (new hotel rooms w/out same brand affiliation), and incremental impact (assumes new hotel rooms have same brand family).
     
  • Estimate the impact
     

Correctly done, the evaluation of impact involves an unbiased analysis.  Through diligent market research and thoughtful analysis, a well-supported projection of potential impact can be developed. This unbiased analysis is the very reason that qualified, independent consultants should be utilized, rather than parties with an interest in the proposed project.


Hotel Bathrooms Set New Standards in the World of Luxury

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Global Design Firm Forms Strategic Partnership with Creation Hospitality

Creation Hospitality specializes in providing custom millwork and metal vanity designs for full-service and luxury hotel applications. Over the past few years, the increasing number of lodging properties with tired and obsolete bathrooms inspired Creation Hospitality to develop new products to meet market demand.

In February 2016, Creation Hospitality formed a strategic partnership with J Black Design. John Black, company creative director and founder, has created some of the most compelling and iconic furniture pieces for a number of highly recognizable projects in the world. A master at his craft, John Black collaborated exclusively with Creation Hospitality in designing new bathroom pieces in neo-classical, mid-century, transitional, and more contemporary designs which can be used across all hotel brands and hotel types. These designs can be utilized in a wide range of locations and applications including new construction, brand conversion, and even historic property renovations.

When asked about this exclusive partnership between his design firm and Creation Hospitality, Mr. Black replied “I endorse and work with companies who truly ‘tell the right story’ for the work that I wake up to do every morning. The moment I spoke to the founder of the company, Eric Fong, I knew we could build a story through our designs to be at the pivotal forefront in enhancing the hotel guest experience.”

Eric Fong has worked with Gensler and HBA, among other notable design firms on several 4-star and 5-star renovation and new construction projects for Marriott and Hyatt in the U.S. When asked about partnering with one of the world’s most respectable designers, his answer was simple; “it was time.” Mr. Fong added “There are lots of manufacturers in the market who can create the typical ‘programs’ that you see at hotels. We feel that our custom work is what helps distinguish us as one of the best in the industry.”

Hotel owners planning guestroom renovations typically begin with the bathroom. “We realize that there has always been a growing need for owners and operators to find and implement unique designs that create value for the hotel guest, adding a sense of openness in spaces that are limited in size. These extraordinary designs and products are the result of our collaborative efforts, and will instant elevate the guest experience.”

Shiva Hotels, an owner of Hilton and Marriott properties in the U.S., spoke confidently saying “We use Creation Hospitality for all of our hotel projects because we are all about going custom in designs with our renovations or new-build assets. Travelers need to be ‘wowed’ when they walk into one of our properties and have a unique experience from our competition across the street. Creation Hospitality always delivers the best products for my hotels.”

More information on these designs and products can be found on Creation Hospitality’s website, under the J Black Collection.

http://www.creationhospitality.com/product/list/id/55

WaterWalk Hotel Apartments Signs $150 Million Deal with Rockford Development Group for Eight Properties

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WICHITA, Kansas - March 16, 2016 - WaterWalk Hotel Apartments, Jack DeBoer’s fifth national brand, has executed an agreement with a Rockford Development Group venture, led by Paul Roberts of Rockford and hotel industry veteran Rob Mossburg, to initially develop eight WaterWalk franchises. The properties will be located in San Antonio, Denver, Dallas, and Austin, with construction of the first San Antonio property targeted for April of this year. Along with this announcement, Rockford Construction of Grand Rapids, Michigan was named the preferred builder for WaterWalk corporate properties and the WaterWalk franchise system. 

WaterWalk Hotel Apartments was created by entrepreneur Jack DeBoer, the founder of Residence Inn, Summerfield Suites, Candlewood Suites, Value Place, and co-founder, along with Mossburg and other partners, of Summerfield Suites. The system’s first property in Wichita, Kansas opened in November 2014 and is producing exceptional early operating results.

“This announcement comes on the heels of a $100 million deal we completed with U.K.-based investment firm, Henley,” said David Redfern, President, WaterWalk Real Estate & Franchise Development. “And this deal is further evidence that WaterWalk is an attractive opportunity for investors to add strong assets to their real estate portfolios as they provide the revenue potential and returns associated with upscale extended-stay hotels and the capital structure and valuation of apartments. With this latest agreement, we now have 27 WaterWalk properties in various stages of development.”

According to Rob Mossburg, “It is a personal pleasure to again work with Jack and his team in what may very well be the creation of a new category in the lodging and multifamily space. It’s clear to us that the major brands are gravitating away from the true extended-stay customer in favor of shorter-term guests. At the same time, the apartment renter has a cumbersome point of purchase and very little length of stay flexibility. WaterWalk strikes us as essentially the first purpose-built furnished apartment, and not surprisingly, we are impressed with the approach WaterWalk has adopted in making economic returns for its franchisees its top priority. This commitment, coupled with Rockford’s development expertise, financial strength, and stellar construction track record – including extensive multifamily and lodging experience – bodes well for the success of our partnership.”

WaterWalk’s hybrid hotel and apartment model combines the traditional hotel services within a gated, apartment-like community, and offers a bevy of upscale amenities and features, such as all-inclusive pricing, full-sized appliances in a modern kitchen, high-speed Internet, DirecTV with premium channels and DVR, housekeeping, fitness memberships, a communal bicycle program, local transportation, and free, customized breakfast.

Earlier, WaterWalk signed a $100 million deal with Henley to build five WaterWalk Hotel Apartments on sites in Albany, Charlotte, Fort Lauderdale, and North Orlando, with construction slated to begin on March 16 in Fort Lauderdale. Also in 2016, WaterWalk will be breaking ground on properties in Denver, Tulsa, Raleigh, Louisville, Minneapolis, Kansas City, and Chicago.

Companies using WaterWalk for their corporate housing needs will find an added level of convenience and quality compared to other corporate housing facilities, including a national sales team and full support staff that are accessible and available on-site 24-hours a day for any guest needs, increased flexibility in lengths of stay, and premier safety and security measures. WaterWalk’s Wichita location has already drawn corporate lodging rentals from many Fortune 1000 companies.

Potential franchisees seeking additional information on the brand can contact Michael Marquez at 303-819-3032 or at michaelm@waterwalk.com

Four Horsemen of the Hotel POST-Apocalypse

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By Larry Mogelonsky, MBA, P. Eng. (www.lma.ca)

Last year, I wrote a sensationalist article playing off the common religious story of the Four Horsemen of the Apocalypse. Giving each a hotel inference, the four became:

  • PLAGUE (red horse) – The OTAs
  • WAR (white horse) – Airbnb
  • FAMINE (black horse) – Too Many Brands
  • DEATH (pale horse) – Lack of Entrepreneurship

While there was some disagreement over what the four hospitality horsemen actually were, one truly insightful complaint was that I only identified and explained the issues without offering any clear and present solutions. Thus, this sequel article is what’s needed with a salient and actionable step to mitigate each potential problem.

1. The OTAs. While they can dilute your brand and drive customers away from booking direct, the OTAs do have a few pronounced advantages. Particularly for independent or small-chain properties, they allow hotels to gain exposure in territories and languages beyond the capacities of a typical marketing budget. My solution is to embrace the fact that the OTAs exist, and then find out how to best lever them for added revenues. Know their limits and understand their disadvantages. If you need help, the leading OTAs all have knowledgeable reps who can clue you in to missed opportunities. And note, there are changes afoot insofar as contractual agreement restrictions that often frustrate hoteliers. Net, evolution is underway here.

2. Airbnb. Yes, it’s a big threat to every property from big corporate monoliths to boutique B&Bs, but there’s still hope! If you aren’t already, petition your local and regional tourism agencies to appeal for proper (ie: equal) taxation enforcement and regulatory measures – even if we can’t make it go away, at least Airbnb can play fair. In other words, level the playing field! Next, ask yourself why this new hospitality giant has grown so quickly. You could argue for the flexibility of the sharing economy or the inherent demand for interesting lodgings, but at its core Airbnb grew because a sizeable number of hotel guests didn’t feel as though they were getting their money’s worth out of their guestrooms. Knowing that this is the fundamental issue, you can remedy it by promoting your hotel features that no freelanced Airbnb accommodation can ever match. It’s your amenities, your F&B, your property security team, your concierge service and every other brand standard guarantee that will sell your hotel to this new breed of traveler.

3. Too Many Brands. This is the trickiest one to solve as effective rebranding takes years to accomplish and you have to weigh the owners’ needs against those of the brand as well as the management company. Any sort of brand consolidation or new venture must be taken with the utmost prudence. The world is changing rapidly and so too are its consumers. New niches are presenting themselves every year and only the most observant and nimble brands will be able to design product that successfully targets these segments. Keep your ear to the street to stay in touch with the latest trends, and when the time is right for a change you’ll have the wherewithal to know which direction is best.

4. Lack of Entrepreneurship. While rebranding is a company-wide affair, developing your intrapreneurship is something that any manager can shepherd. Start by finding those employees who value hospitality as a career and not just as a job. Next, empower these individuals by giving them the space and freedom to operate projects autonomously. If you promote those team members who have a passion for the industry, they will not only take some of the food off your plate to make your job easier, but they will also identify areas in need of improvement and act to fix them before they become recurring issues.

This article may not be reproduced without the expressed permission of the author.

Editors note: If you enjoy Larry's articles please feel free to reach out to him directly.

Fibra Inn Signs Binding Agreement to Acquire Casa Grande Ciudad Juarez Hotel

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MONTERREY, Mexico - March 16, 2016 - Deutsche Bank Mexico, S.A., Banking institution, Trust Division F/1616 or Fibra Inn (BMV: FINN13, ADR OTC: DFBRY) (“Fibra Inn” or “the Company”), the Mexican real estate investment trust specializing in the hotel industry serving the business traveler with global brands, announced the binding agreement to acquire Casa Grande Ciudad Juarez, located in the state of Chihuahua. The hotel currently has 145 rooms and operates in the full-service segment.

Fibra’s Inn corporate governance bodies approved the amount agreed to acquire up to Ps. 115.0 million plus taxes, acquisition-related expenses and corresponding VAT expenses. The strategy to maximize the return of this property focuses on the following:

(i) The addition of 50 rooms for which Ps. 57.2 million will be allocated; and it is estimated that it will generate revenues by the end of 2017; and

(ii) The rebranding of the hotel to an international brand, for which Ps. 110.4 million will be invested. The work related to this brand conversion is expected to conclude during 2017.

The total amount of Ps. 291.4 million will be made using the resources from the bank credit line. A stabilized cap rate of approximately 10.71% is expected and projected for the 2018 period, following the expansion and the rebranding. The hotel will be operated by Grupo Hotelero Fibra Inn, seeking important synergies at this location. The cap rate derived from efficiencies and improvements in the operation prior to the expansion and brand conversion is expected to be 9.26% at the end of 2016.

The business fundamentals employed by Fibra Inn to sign this agreement are the following:

  • United States Consulate: Ciudad Juarez is the location of the largest consulate Latin America offices, with activity that attracts temporary visitors, for the carrying out of visa procedures, to investors involved in bilateral agreements through the consulate. The activity from this consulate office is estimated to represent 90% of the hotel income in this city.
     
  • Strength of the Industrial Sector: Economic activity in Ciudad Juarez is mainly geared towards the maquila industry. As a result, there are 23 industrial parks and 15 industrial areas that comprise 459 companies.
     
  • Diversified Industry: The economic sectors that drive the region are the electronic, automotive and medical. The main companies located in the city are: Lear Corporation, Delphi, Foxconn, Continental and Johnson & Johnson, among others.
     
  • Congresses and Conventions: The Conventions and Visitors Office of Ciudad Juarez has worked to increase activity in this segment. During the first 11 months of 2015, an income of Ps. 112 million was generated, and approximately 41,000 room nights were generated.
     

This property is located in the heart of the city, and is 1.1 km from the Central Park and 2.4 kms from the United States Consulate. The property registered an occupancy of 72%, an average daily rate of Ps. 626 and a RevPar of Ps. 450 during 2015.

As of today, Fibra Inn has a total portfolio of 43 properties; of which 40 hotels are in operation, two are under a binding agreement and one is under development. The total is 7,277 rooms, of which 623 are currently under construction.

Casa Grande Ciudad Juárez
Av. Tecnológico 3620
Colonia Partido Iglesias
Ciudad Juárez, Chihuahua, CP 32617

McDonough Hotel Partners Breaks Ground on First Tru by Hilton Located in McDonough, Georgia

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MCLEAN, Va. - Hilton Worldwide (NYSE: HLT) today broke ground on its very first Tru by Hilton property located in McDonough, Georgia. The celebration marked the fastest brand announcement to groundbreaking in Hilton history, less than eight weeks after Tru's public debut. Demonstrating Tru's commitment to breaking the mold at every occasion, the milestone event tossed traditional hard hats and shovels aside, treating guests to an unveiling of 3D chalk paintings created of the hotel's exterior and guest room design that allowed attendees to feel as though they were part of the hotel. In addition, attendees had some fun in an interactive photo booth that placed them right inside the lobby of the hotel.

The 98-room, 4-story hotel is located at 251 Avalon Court and is owned by McDonough Hotel Partners, LLC. It is expected to be completed in summer of 2017.

"Tru is a disruptive brand, as evidenced by its statement-making entrance to the midscale category and now the Atlanta market," said Alexandra Jaritz, global head for Tru by Hilton. "We know the brand will have broad appeal to Atlanta-area travelers who span generations but share a similar youthful mindset. At its core, Tru is value-engineered to provide guests with a contemporary, consistent and fresh experience in an affordable way, while at the same time being operationally efficient to our owners."

The value proposition continues to drive developer interest. Hilton Worldwide announced today that it has 189 Tru hotel deals in process to date, up from 130 hotels in January when the brand launched at The Americas Lodging Investment Summit.

"Today's groundbreaking in McDonough demonstrates Hilton's commitment to this new brand and, importantly, its owners," said Pete Patel, McDonough Hotel Partners LLC owner. "Tru fills a massive void in the midscale category, and we're delighted to be the first to bring this exciting new Hilton brand to life. It will add to the offerings in McDonough and provide a new option for travelers who believe that being cost conscious and having a great stay don't have to be mutually exclusive."  

When completed, the new Tru by Hilton McDonough will provide guests with smart and efficiently designed guest rooms and reimagined public spaces, including an open lobby with four distinct zones for lounging, working, eating or playing. Designed to appeal cross-generationally, complimentary amenities will include breakfast, coffee and tea; mobile check-in and Digital Key available through the Hilton HHonors mobile app; a multifunctional fitness center; and segment-leading Wi-Fi bandwidth.

Sure to satisfy all taste buds and cravings, a "Build Your Own" breakfast will allow guests to customize their meal by choosing from a variety of bases, like hot oatmeal, and adding any of up to 30 sweet and savory items available at a toppings bar. A centrally located Command Center - a re-envisioned front desk - features a 24/7 market offering fun snacks and refreshments, single-serve wine and beer, healthy light meal options and sundries for purchase.

"With Tru by Hilton, we are breaking through the clutter of undistinguished offerings in the midscale sector and delivering a hotel that travelers will want to go to rather than just through," said Matt Wehling, senior vice president of development - North America, Hilton Worldwide. "Our fantastic partners within McDonough Hospitality Partners and Vision Hospitality are the first of many developers that see the opportunity Tru creates and will be breaking ground across the US in the coming months."

Tru by Hilton McDonough will participate in Hilton HHonors®, the award-winning loyalty program serving more than 50 million members. Hilton HHonors offers members exclusive benefits and more ways to redeem points than any other guest loyalty program.

More information about Tru by Hilton can be found at www.trubyhilton.com. Media may access high-resolution renderings and more by visiting news.hiltonworldwide.com/trubyhilton.


Additional photo details - Front: Bhavesh Patel, McDonough Hotel Partners LLC. Back (from left to right): Alexandra Jaritz, global head for Tru by Hilton; Billy Copeland, Mayor of McDonough; Aman Patel, McDonough Hotel Partners LLC; Phil Cordell, Global Head for Focused Service - Hilton Worldwide; Pete Patel, McDonough Hotel Partners LLC and Matt Wehling, senior vice president of development - North America, Hilton Worldwide.

Sheraton Pasadena Boosts Guest Satisfaction With Enhanced Wi-Fi Internet Connectivity by Hotel Internet Services

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Hospitality’s leading provider of secured wireless Internet services maximizes Internet bandwidth and reliability while drastically reducing troubleshooting

Pasadena, California — March 16, 2016 — Hotel Internet Services (HIS), a full-service provider of Internet services and solutions for the hospitality industry, has significantly enhanced the speed and reliability of guest wireless Internet services at the Sheraton Pasadena. Located in Pasadena, California, the property experienced the all too common issue of guest dissatisfaction with the pre-existing Internet service; from being unable to connect personal devices to dealing with weak signal strength. Now equipped with HIS Wi-Fi, the property has since reported a dramatic turnaround in guest satisfaction, with guest compliments taking the place of complaints.

Implemented last fall, HIS Wi-Fi is accessible throughout the entire property, with users able to connect in all guestrooms, meeting rooms and public areas. With added features, such as HIS' proprietary FUSION Gateway with integrated Zone Director, the Sheraton Pasadena is able to accurately gauge guest Internet usage at any time to determine how much bandwidth is actually necessary. Leveraging the use of a convenient conference tool, the hotel has also discovered a method to drive revenue in ways not previously feasible. 

“After experiencing troubleshooting issues on a near constant basis, finding and implementing HIS Wi-Fi was a tremendous source of relief for both ourselves and our guests,” said Craig Carlson, Director of Operations at the Sheraton Pasadena. “With HIS, we were able to develop a network that would free us from having to spend hours each day troubleshooting to determine why guests were not receiving Wi-Fi, something that was in fact caused by either underpowered or overpowered APs providing an inconsistent and unworkable signal. Unlike past providers who simply considered the problem to be an issue in need of more bandwidth, HIS actually came out, analyzed the situation and recommended a solution that fully addressed our specific needs.”

In further focusing on the need to offset the main guest complaint of connectivity, HIS also installed additional APs in meeting spaces, so that the property could accommodate higher levels of traffic in those areas. As a result, guests of the Sheraton Pasadena are now immune to common connectivity issues such as WI-Fi signals not reaching devices or dropped connections, regardless of where they are located on the property. With 24/7 support from HIS, hotel leadership can also rest assured that the high quality and Internet speeds that guests currently experience will remain consistent.

“As with all services requiring some form of maintenance from time-to-time, one of our primary focuses when selecting an Internet Wi-Fi provider revolved around the ability to receive quick and effective support when needed,” concluded Carlson. “Along with competitive pricing, the level of assistance provided by the HIS support team has more than justified our decision. Even on occasions where we have made late after hours calls, we have been very impressed with their response times that often have been within minutes of us reporting an issue.”         

For more information about the full range of technology solutions available from Hotel Internet Services, please contact Lawrence George Jaffe at 866-265-7575 Ext. 720 or email marketing@hotelwifi.com

General Manager Jay Slaboch Leads Opening of Hyatt House Naples/5th Avenue, the Areas First New Hotel in Eight Years

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NAPLES, Fla. (March 16, 2016) – Hyatt House Naples/5th Avenue has officially opened its doors. Located on the renowned Gordon River, the hotel delivers a sleek, contemporary design and spacious accommodations, and is within close proximity to the classic Naples downtown.

The 183-room Hyatt House Naples/5th Avenue offers residentially inspired guestrooms with upscale amenities and fully equipped kitchens. The upscale, extended stay hotel features an outdoor, resort-style zero depth entry pool overlooking the river, accompanied by a grilling area and fire pit available for guest use. A concierge is available at the marina, allowing for guests and visitors to effortlessly rent boats, kayaks, paddleboards, and more.

Additionally, Hyatt House Naples/5th Avenue offers more than 3,100 square feet of function space for special events, meetings and weddings, as well as a 24-hour fitness center with sweeping views of the marina and a full-service restaurant, Latitude 26.

Guests can take advantage of a number of innovative culinary programs offered by the hotel that rotate throughout the year, such as a “Make Your Own Moscow Mule” option or take-and-go gourmet picnics to enjoy on a relaxing boat ride. The 24-hour H Market provides guests with on-the-go items, everything from snacks and s’mores making kits to fresh salads and lobster tail. The Morning Spread, a complimentary hot breakfast for guests, including an omelet bar, is available daily, as well as a complimentary grocery service for guests staying more than 30 consecutive nights who prefer to cook in their room.

“We are excited to finally debut Hyatt House Naples/5th Avenue and invite business travelers and vacationers alike to experience our unforgettable gulf coast retreat,” noted Jay Slaboch, the newly appointed general manager of Hyatt House Naples/5th Avenue. “Hyatt House Naples/5th Avenue offers unprecedented meeting and event spaces, intricate design elements, unique culinary experiences and upscale amenities that embody the level of sophistication for which Naples is known.”

Designed by award-winning architect Matthew Kragh, Hyatt House Naples/5th Avenue makes a favorable first impression using design strategies inspired by traditional British West Indies architecture. Guests are welcomed with an impressive jellyfish-influenced chandelier, incorporating light reflecting crystal accents in the tentacles for a truly awe-inspiring grand entrance. Elegant proportions, sophisticated details and a light color palette with thoughtful lighting both inside and out maintain a practical balance for South Florida’s Gulf Coast climate. Ample shade is created for crucial indoor/outdoor transition areas through the use of shutters, louvers, balconies, and awnings. The interior of the hotel is kept cool with high ceilings, creating light and airy spaces.

Hyatt House Naples/5th Avenue’s central location makes it an ideal choice for both vacationers and business travelers, putting guests near all the best that vibrant downtown Naples has to offer, including shopping districts, restaurants, entertainment venues, businesses, and beaches.

For more information about the hotel, visit naples.house.hyatt.com or call (239) 775-1000. 


New Homewood Suites by Hilton Opens in Davenport, Iowa Under General Manager Bryan Simmons

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DAVENPORT, Iowa and MCLEAN, Va. - Homewood Suites by Hilton, part of Hilton Worldwide's (NYSE: HLT) industry-first All-Suites portfolio, announced today its newest property, Homewood Suites by Hilton Davenport. Offering 102 new suites, the hotel offers a variety of amenities as an exciting new option to the area, and continues the brand's robust expansion as it nears its 400th opening.

"Homewood Suites by Hilton offers a comfortable, value-driven and upscale homestay for travelers who may be expanding their businesses in the area or leisurely exploring the city," said Sonya Saunders, director of sales. "We are extremely excited about coming into this growing market-the quad cities.  Our hotel is ideal for not only corporate travelers, but for leisure guests such as sports teams, reunions, and weddings with our spacious suites and accessible meeting room."

The Davenport/Quad-Cities metro area is the largest merchandise exporter in Iowa, with nearly $8 billion per year* Developed and owned by Davenport Lodging Group, Homewood Suites Davenport complements the city's rapidly growing downtown district and its booming economic engine.

The new hotel offers a combination of studio, one and two bedroom accommodations, featuring fully-equipped kitchens, and separate living and sleeping areas. Guests are also provided with all the essentials they need for a comfortable and convenient stay - complimentary daily full-hot breakfast, an evening social Monday-Thursday, state of the art Wi-Fi throughout the building, a sports court to play basketball, and grocery shopping service**.  Homewood Suites by Hilton Davenport also makes it easy for travelers to unwind with a fitness center and indoor heated pool and hot tub.

Located at 4750 Progress Drive, Homewood Suites Davenport offers guests convenient access to local attractions like John Deere Pavilion, I-Wireless Center, Adler Theater, Figge Art Museum, Vander Veer Botanical Park and the Bucktown Center for the Arts. The hotel is near several major businesses, and only minutes from Genesis Medical Center, and next door to Trinity Medical Center. To enjoy local treats, guests can find something sweet at the nearby Chocolate Manor and local produce at the Freight House Farmer's Market.

Homewood Suites Davenport participates in Hilton HHonors®, the only hotel loyalty program that allows members to earn Points & Miles® on the same stay and No Blackout Dates on reward stays. HHonors members always get our lowest price with our Best Price Guarantee, along with HHonors Points, digital check-in and no booking fees only when they book directly through Hilton. For more information or to make a reservation, visit Homewood Suites by Hilton Davenport or call +1 563 344 4750.

Read more about Homewood Suites by Hilton at www.homewoodsuites.com and news.homewoodsuites.com

*SOURCE: City of Davenport
**Guest pays for groceries. Other restrictions apply.

Starwood Hotels & Resorts’ Eco-Wise Element Brand to Debut in Nashville at oneC1TY in 2018

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STAMFORD, Conn.- March 16, 2016 - Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) today announced its Element brand will debut in Nashville at oneC1TY, the health and mindful living focused community west of downtown, in 2018. Owned by an affiliate of Cambridge Holdings, Element Nashville West End will feature 169 light-filled rooms and an atmosphere designed to fuel a life in balance and on the move.

“We look forward to introducing our eco-incubator Element brand to Nashville’s vibrant West End,” said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood. “On track to more than double its global portfolio in the next three years, Element offers travelers a bright, energizing environment, great design and everything they need for smart, sustainable living.”

“Nashville, and oneC1TY in particular, is a terrific fit for the eco-savvy Element brand, and we expect this new hotel will resonate with visitors to Music City,” said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. “Both stylish and sustainable, Element is experiencing strong demand among owners and developers in pursuit of a strong global brand with a proven record of success.”

Located at the prominent entry to oneC1TY Nashville off the 28th / 31st Avenue Connector, Element Nashville West End will serve as a vibrant hub of activity including ground floor retail to appeal to hotel guests and the community. It is anticipated that an innovative restaurant will anchor the first floor facing the Community Table, oneC1TY’s central dining experience. Element Nashville West End is just minutes from Vanderbilt University, Vanderbilt University Medical Center, Centennial Park, HCA, the Country Music Hall of Fame and the nightclubs and entertainment venues downtown and on Music Row. Additionally, Nashville International Airport (BNA) is just a 15-minute drive.

“We are delighted to introduce Starwood’s Element brand to Nashville and expect it will be a top choice among both business and leisure travelers,” said Roman Bogoslavsky, Cambridge’s Chief Investment Officer. “Element Nashville West End will offer visitors a winning combination of smart design and an unbeatable location, as well as complement oneC1TY and Cambridge’s mission to make mindful, healthy living easy. We believe travelers deserve more than a place to stay. They need a place to thrive, where they can start every day fresh, focused and alive.”

A recognized industry leader in the eco-space, Element offers travelers a fresh interpretation of the traditional hotel experience with natural light, modern design, healthy options and eco-minded sensibilities. This reimagined extended-stay experience is perfect for the traveler who is visiting for a few days or a few weeks. Guests can fuel their day with the healthy Rise breakfast and wind down with the Relax evening wine reception – both complimentary. Spacious studios and one-bedroom suites at Element Nashville West End will offer a fluid design of modular furniture, fully equipped kitchens, the signature Heavenly® Bed and spa-inspired bathrooms. The hotel will offer conveniently accessible meeting space, amenities such as fast and free WiFi, available bikes, a state-of-the-art 24-hour fitness center and an outdoor amenity deck with unparalleled views of downtown Nashville.

Element continues to experience incredible growth momentum. In 2016, Element will open hotels in Boston, Chandler and Calgary, signifying the global appeal of the brand. 

Anaheim Majestic Garden Hotel’s Reach Eclipses 100,000 Future Travelers in Just 6 Months with Flip.to

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Advocacy platform helps former branded hotel become more independent

ORLANDO, FL—March 17, 2016—The Majestic Garden Hotel, a castle-themed resort just steps from Disneyland® Resort in Anaheim, California, reached over 100,000 future travelers in its first six months with Flip.to. The advocacy platform for hotels has bolstered existing marketing efforts, helping this rebranded, family hotel tell a rich story as they transitioned to an independent property.

Owned by PHR Management Inc. since 2005, the Anaheim Majestic Garden Hotel transformed to an independent in May 2015 following a complete rebrand and renovation. Since coming on board with Flip.to in October, the advocacy platform has attracted thousands of new visitors back to the hotel’s website, generating over 1,200 sign-ups for an offer on a future stay. Each represents a warm lead—a potential traveler with similar interests and purchasing habits, just one degree from the hotel’s guest—for the hotel to nurture down the road to becoming a future guest.

“Attracting the right demographic was critical after completing this extensive rebrand,” noted Diana Evans, Senior Account Manager for Smith + Jones who represents Anaheim Majestic Garden Hotel. “We’ve seen a large amount of traffic come through the platform, in addition to the incredibly authentic guest stories we’ve captured, and guests have shared with their friends and family. Flip.to tracks all of this activity, letting us easily see the value advocacy gives to our brand.”

The hotel’s new fairy-tale theme is carried through the newly renovated rooms, leaving guests with the feeling of entering a peaceful, enchanted forest. Aside from the upgraded interiors, exteriors, and engaging spaces for guests and their families, the property features exclusive amenities, renewed focus on customer service and strong brand initiatives. Flip.to played a key role in supporting these efforts. “We put a lot of thought in choosing a platform that combines marketing with social reviews, and Flip.to made the process seamless and straightforward,” Evans went on to add.

“Flip.to gave the Majestic Garden Hotel added momentum,” said Debi Moses, Senior Director of Sales for Flip.to. “Our platform sparked conversations about the hotel around the globe. Their guests provide a continuous collection of compelling stories about their experience, as well as authentic introductions to their friends and family. Trust combined with this scale produced significant ROI in a short period.”

Anaheim Majestic Garden Hotel is located less than a mile from the Disneyland® Resort, and features 489 spacious rooms and suites, including Castle Bunk rooms that accommodate a family’s entire ‘royal clan.’ Guests enjoy 13 acres of strolling gardens with courtyards and a fountain, rose garden and koi pond, a family game room, and sparkling heated pool. For reservations, visit www.majesticgardenhotel.com, or contact 1-844-277-8535.

To get started with Flip.to, the advocacy platform for hotels that drives direct bookings and earns more guests, schedule a demo at http://flip.to, or contact Jeff Weibel at jweibel@flip.to.

FCS’ e-Laundry Automated Tracking Solution Helps Hotels Go Green and Streamline Laundry Operations

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Launch of new FCS e-Laundry solution helps track transactions and costs for hotel operations with substantial laundry service demands

Hong Kong – March 17, 2016 – FCS Computer Systems (FCS), a leading comprehensive hospitality solutions and services provider, announces the launch of e-Laundry, an automated alternative to manual laundry and linen tracking. The new e-Laundry solution is designed to help hotels eliminate paper trails, while gaining greater perspective into real-time inventory, operational needs by shift, and future consumption forecasting. e-Laundry is especially suitable for hotels with more than 300 rooms, mega resorts and casino hotels with an exceptionally heavy demand for laundry services.

The hub of e-Laundry is the Management Dashboard, which provides an overview of each day’s performance for laundry and linen activities. Accessible from the Management Dashboard are four modules designed to track all linen activities with inventory management and consumption forecasts, based on reservation and occupancy data. The Laundry Module tracks all laundry transactions and related activities in real time, while the Linen Module manages linen activities, inventory and forecasting. e-Laundry’s Transaction Module integrates with each hotel’s Property Management Systems (PMS) to post directly to the guests’ folios or separate internal finance accounts for staff. Finally, the Report Builder and Scheduler Module creates customized reports based on operational needs.

e-Laundry also supports multiple languages, which is essential for international operations. Its multi-property capabilities allow hotels to expand their current system to other locations. Other features include the ability to define user access, digitalized laundry forms, slip/bill printing, laundry allowance entitlement, forecasting and even job status tracking via e-Connect.

With the introduction of e-Laundry, FCS has taken a modern approach to laundry and linen tasks by bringing all activity online. This web-based solution allows hotel management to eliminate inefficient paper tracking and use hard data to create better staff schedules and budgets, in order to make accurate future forecasts. Like most FCS solutions, e-Laundry can be used as a stand-alone product, but is best when used in combination with other FCS technology solutions. e-Laundry seamlessly integrates with e-Connect, e-Recovery, e-Concierge, e-Housekeeping and e-Engineering creating the FCS e-Solution. These six FCS products share the same login and database for consolidated data and workflow management.

To learn more about FCS and its full suite of productivity solutions for hotels, please visit http://www.fcscs.com.

Glorietta Bay Inn Earns Certified Guest Service Property Designation

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Orlando, Florida, March 2016—The American Hotel & Lodging Educational Institute (AHLEI) has presented the historic Glorietta Bay Inn in Coronado, California, with the designation of Certified Guest Service Property. This designation is awarded to properties that train their employees using AHLEI’s Guest Service Gold® program and certify all guest-facing staff as Certified Guest Service Professionals (CGSP®). 

According to Kelsey Roberts, CGSP, sales and marketing manager for Glorietta Bay Inn, the property has won previous awards for best guest relations and decided to offer Guest Service Gold® training to employees to maintain and improve upon their already high standards.

“We have a low turnover rate among our staff. Some have been here 10 or 20 years. Offering training and certification like Guest Service Gold® encourages all of us to keep on learning.  It helps us to be refreshed and encouraged as we do our jobs,” she explained.

The paper-based training was offered in three sessions. Roberts led the first session for employees connected with front office jobs, and included two housekeeping supervisors in that class. Those two supervisors then presented the training to employees in the housekeeping department. A final session was offered for anyone who missed the first sessions, as well as all managers, including the general manager and assistant general manager. In total, 35 employees earned the Certified Guest Service Professional (CGSP®) designation.

“Everyone took away so many positive ideas from the training; everyone’s confidence level is up,” said Roberts. “Employees also like the ‘bling’ of the certification pin. It makes them feel good, and it’s a frequent topic of conversation between guests and staff about what the pin means.” 

Massachusetts Lodging Association Recognizes 2015 Stars of the Industry

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BOSTON, MA (March 17, 2016): The Massachusetts lodging industry gathered last Friday, March 11, 2016 at the Hyatt Regency Boston to honor exemplary employees and unique programs in the industry, at the 2015 Stars of the Industry Awards Luncheon. 

"We had over 100 nominees throughout the various categories and this event truly honors them all," said Paul J. Sacco President and CEO of the Massachusetts Lodging Association. "These nominees represent the best of the best and they are what make our industry so great."

The Massachusetts Lodging Association would like to congratulate all of the Stars of the Industry nominees and award winners. This year's recipients of the Stars of the Industry Awards are:    

Employee of the Year Property with less than 250 Rooms

  • Steve Ogden, Chatham Bars Inn
     

Employee of the Year Property with more than 250 Rooms 

  • Carlos Rodriguez, Hyatt Regency Boston Harbor
     

Manager of the Year Property with less than 250 Rooms

  • Nora Kelleher, Onyx Hotel
     

Manager of the Year Property with more than 250 Rooms 

  • Danielle Dorcil, The Colonnade Hotel 
     

Stevan Porter Emerging Hospitality Leader Property with less than 250 Rooms

  • Anna Murphy, Boston Harbor Hotel
     

Stevan Porter Emerging Hospitality Leader Property with more than 250 Rooms 

  • Claire Frost, Four Seasons Hotel Boston 
     

General Manager Property with less than 250 Rooms

  • Adam Sperling, Hotel Commonwealth
     

General Manager Property with more than 250 Rooms 

  • Michael Medeiros, Royal Sonesta Boston 
     

Community Service Property with less than 250 Rooms

  • The Lenox Hotel, Dogs For A Cause
     

Community Service Property with more than 250 Rooms

  • Fairmont Copley Plaza, Boston, #CopleyCares - Giving Back To Our Community
     

Employee Relations Property with less than 250 Rooms

  • Nine Zero Hotel, Various Employee Relations Programs 
     

Employee Relations Property with more than 250 Rooms

  • Seaport Hotel & World Trade Center, Seaport's Employee Relations Program
     

 Good Earthkeeping Property with less than 250 Rooms

  • Mandarin Oriental, Boston, Corporate Responsibility Committee 
     

Good Earthkeeping Property with more than 250 Rooms

  • Sheraton Boston Hotel, Various Good Earthkeeping Projects
     

 Guest Relations Property with less than 250 Rooms

  • The Dockside Inn, Various Guest Relations Programs and The Inn at Longwood Medical, Where's Hope 
     

Guest Relations Property with more than 250 Rooms

  • The Westin Boston Waterfront, The Westin Experience Specialist 
     

Prism Award

  • Kimpton Hotels of Boston, Diversity at Kimpton 
     

Special Events Property with less than 250 Rooms

  • The Lenox Hotel, Diamond Jim's Pop-Up Piano Bar
     

Special Events Property with more than 250 Rooms

  • Fairmont Copley Plaza, Boston, Bacchanal Food and Wine Series
     

Industry Partner of the Year

  • Pinnacle Advisory Group
     

Specific award photos available upon request, click here to view all photos.

Scandic Hotels Takes Over Operation of First Hotel Europa Aalborg Rebranding to Scandic Aalborg City

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Scandic Hotels, the largest hotel operator in the Nordic region, is continuing to expand its market-leading Nordic hotel network by taking over the operation of the popular and centrally located First Hotel Europa Aalborg from June 1, 2016. In conjunction with the takeover, the hotel will change name to Scandic Aalborg City.

The popular hotel, which has 168 modern rooms and suites, is located in downtown Aalborg, Denmark’s fourth largest city. Aalborg is an important growth area in Denmark. In recent years, new businesses have been established in the region and in addition to the port that is an important gathering place for the city, Aalborg airport has continuously expanded its air traffic to and from European destinations.

Taking over First Hotel Europa in Aalborg means that Scandic can offer an even wider choice in the Danish hotel market, which we consider to be strategic and important. The hotel fits very well into the rest of Scandic’s portfolio since it has all the modern amenities and a classic Scandinavian design, says Frank Fiskers, President & CEO of Scandic Hotels.

"Through the acquisition of this hotel we are strengthening our portfolio and position in Aalborg. Soon, guests will be able to choose between the familiar Scandic Aalborg, with its unique location close to natural areas, and the new Scandic Aalborg City in the center of the city. With these two hotels, we will be able to accommodate all types of guests and meet the needs of the market," says Jens Mathiesen, Country Managing Director Denmark.

Today, Scandic already has more than 3,700 hotel rooms in Denmark at 22 hotels, most of which are in the Copenhagen region. 


RAR Hospitality Assumes Management of Red Lion Inn & Suites in Tempe, Arizona

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San Diego– March 17, 2016—A full-service San Diego-based hotel management company, RAR Hospitality, was selected to manage branded hotel, Red Lion Inn & Suites Phoenix/Tempe—ASU. The addition of Red Lion Inn & Suites marks as the 16th property under management with RAR Hospitality.

After celebrating its silver anniversary in 2015, the fast-growing hotel management firm RAR Hospitality continues to grow its hotel management collection in Southern California and Phoenix, joining Hampton Inn & Suites Phoenix/Tempe, Holiday Inn Express & Suites Tempe, Radisson Hotel Phoenix North, Country Inn & Suites Deer Valley, and Quality Inn & Suites Tucson Airport North in Arizona.

Red Lion Inn & Suites is located adjacent to another RAR Hospitality property, Hampton Inn & Suites Phoenix/Tempe—ASU and shares a singular location and on-site amenities in a campus setup.

“A hotel campus setup provides an opportunity to attract different demographics and fulfills more customer needs with expanded offerings,” said Marc Potash, chief operating officer and president of RAR Hospitality. “Tempe is an excellent market for leisure and business travelers with a hotel business model combining different brands.”

The hotel features three floors and 118 rooms and is suited for business and leisure travelers with its location close to Arizona State University, Downtown Tempe, Tempe Town Lake and Sky Harbor International Airport. Red Lion Inn & Suites offers spacious guestrooms with flat-screen televisions, complimentary Wi-Fi, and suite options for separate living room space and kitchenettes for the extended-stay traveler. Resort-style services and amenities available to hotel guests include complimentary breakfast, fitness center, outdoor swimming pool and spa, putting green for miniature golf, spacious pet-friendly lawn areas, and outdoor patio and grills.

Nearby the hotel property are the Phoenix Zoo and Cactus League spring training facilities that are home to the San Francisco Giants, Oakland A’s, and Chicago Cubs and attracts leisure and family travelers. The hotels have convenient access to the 101 freeway and Loop 202 as well as Metro Light Rail stops. Red Lion Inn & Suites Phoenix/Tempe--ASU is located on 1429 N. Scottsdale Road, Tempe and can be reached at (480) 675-9799.

For more information on RAR Hospitality, please visit www.RARHospitality.com.

Atlantic Hotels Group Developing Element Hotel with Adaptive Re-Use Project in Dallas, Texas

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STAMFORD, Conn.- March 17, 2016 - Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) today announced it will expand its portfolio of Element Hotels in Texas with an adaptive re-use project in Dallas. Set to open in July 2018, Element Dallas East is one of six new Element hotels opening in Texas in the next three years. Boasting a prime location just across from Baylor University Medical Center, Element Dallas East will feature 151 light-filled rooms and an atmosphere designed to fuel a life in balance and on the move. It is the second Element hotel project owned and developed by Atlantic Hotels Group, joining the dual-branded Aloft and Element Dallas Love Field complex opening in early 2017.

“Element Dallas East will give the brand a second terrific location within this bustling metropolitan market and accelerate the growth of our select service portfolio in Texas,” said Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood. "On track to more than double its global portfolio in the next three years, Element offers travelers a bright, energizing environment, great design and everything they need for smart, sustainable living.”

“We are thrilled to expand our relationship with Atlantic Hotel Group and look forward to debuting our stylish and innovative Element brand in this high-growth area,” said Allison Reid, Senior Vice President of North America Development, Starwood Hotels & Resorts Worldwide, Inc. “Element is gaining tremendous momentum in dynamic markets throughout Texas where it is on track to reach at least eight hotels by 2019 with openings slated for Austin, Dallas, Katy and San Antonio.”

Element Dallas East will transform a seven-story medical office building located at the corner of Gaston Avenue and Hall Street, just across from the Baylor University Medical Center campus. A short drive from Dallas Love Field Airport (DAL), the hotel is close to the shops and restaurants in Uptown Dallas, the Design District, Deep Ellum, Oak Lawn, Victory Park and Dallas Convention Center.

“We look forward to opening Element Dallas East right near Baylor Dallas as part of the redevelopment of Gaston Avenue,” said Perry Molubhoy, CEO and Founder of Atlantic Hotels Group. “With its emphasis on smart, sustainable living, this new Element will also help meet the pent-up demand for high-caliber lodging in the medical district and offer travelers a convenient location within close proximity of top Dallas attractions.”

A recognized industry leader in the eco-space, Element offers travelers a fresh interpretation of the traditional hotel experience with natural light, modern design, healthy options and eco-minded sensibilities. This reimagined experience is perfect for the traveler who is visiting for a few days or a few weeks. Guests can fuel their day with the healthy Rise breakfast and wind down with the Relax evening wine reception – both complimentary. Spacious studios and one-bedroom suites at Element Dallas East will offer a fluid design of modular furniture, fully equipped kitchens, the signature Heavenly® Bed and spa-inspired bathrooms. The hotel will offer a 2,000 square-foot of meeting space, amenities such as fast and free WiFi, complimentary bikes to borrow, a state-of-the-art 24-hour fitness center and an outdoor pool.

Element continues to experience incredible growth momentum. In 2016, Element will open hotels in Boston, Chandler and Calgary, signifying the global appeal of the brand. 

New Study Illustrates the Good, the Bad, and the Ugly in Short-term Rental Regulation

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For those who offer their homes as short-term rentals and travelers looking to utilize them, navigating the patchwork of local regulations continues to get more challenging

Washington, D.C., March 16, 2016 – Short-term rental technology companies have created a vibrant marketplace for peer-to-peer accommodations so it comes as no surprise that the popularity of short-term rentals has exploded in recent years. Now a new R Street Institute policy study and corresponding website: Roomscore.org, seek to quantify the friendliness of the regulations in a broad cross-section of municipalities. Collectively, the study paints a picture of a chaotic regulatory environment in which a few municipalities have taken the time to get it right while significantly more have rushed to regulate an industry they may not fully comprehend. 

There are bright spots in the study, as cities like Galveston and Savannah earned top marks for their short-term rental ordinances. Both cities were proactive in addressing short-term rental regulation by working with industry participants and homeowners and developed and passed reasonable ordinances that recognize the new economy, ensuring that the cities benefit from the economic activity, while also protecting the community. But of the 59 municipalities examined in the study, 25 of them received grades in the range of D or F according to R Street’s scoring system.  

“The rapid growth of short-term rentals clearly caught many municipalities off guard,” said Matthew Kiessling, who specializes in short-term rental policy for the Travel Technology Association. “But the patchwork of local regulations highlighted throughout the country in this study, from very sound to very poor, suggests a clear need to begin approaching the challenge of short-term rental regulation much differently.”

As more and more Americans seek to engage in short-term renting, both in offering and utilizing, the need for simplified statewide standards is clear. This is especially true as communities continue to adopt confusing, oppressive or limiting regulations. Too often they are unenforceable, directly impact travelers and providers, and only serve to drive this pro-growth industry underground.

“Consumers have spoken, and the demand for short-term rentals growing exponentially. But when you see a study like this it suggests that cities would much rather create the impression that they’ve addressed the short-term rental issue, than actually addressing the issue,” continued Kiessling. “The time has come for legislatures to adopt statewide standards that recognize short-term rentals and help establish a framework to guide municipalities in embracing the future of this important accommodations option.”

Hospitality Industry Descends on Nashville; Record Attendance Expected for Hotel Owners’ Convention

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ATLANTA, March 17, 2016 - Kevin O’Leary, also known as Mr. Wonderful on TV's "Shark Tank," will headline the 27th annual Asian American Hotel Owners Association convention and trade show March 29 – April 1.

The event will draw more than 5,000 hotel owners, vendors, industry professionals and others to the Gaylord Opryland Resort & Convention Center in Nashville, Tenn. The AAHOA convention promises a unique combination of education, networking and entertainment.

“As the recognized voice of America’s hotel owners, it is AAHOA’s duty and privilege to put on the industry’s largest and leading annual event filled with everything today’s hotelier needs,” said AAHOA President and CEO Chip Rogers. “This year’s convention is very likely to be the best attended in AAHOA history, and we can’t wait to share it with our members.”

This year the convention will also host two Q-and-A panels with CEOs from hospitality giants La Quinta, Hilton, Marriott, Hyatt, Choice, Vantage, Best Western, Wyndham, G6, and IHG. There will also be Bollywood entertainment and educational seminars on hotel operations, finance, and political involvement. Tennessee Gov. William “Bill” Haslam will deliver remarks as will pollster Frank Luntz.

O’Leary, a Canadian investor, entrepreneur, author, and TV personality, will share recipes for success in business and in life with convention attendees. Past key speakers include former Presidents Bill Clinton and George W. Bush as well as former Secretary of State Colin Powell.

The AAHOA convention has become known nationally for the deal-making at the sold-out trade show. This year, nearly 500 vendors will be on hand to offer convention attendees AAHOA-exclusive discounts on everything from credit-card processing to bathroom décor.

Local Businesses Need to Keep it Local, Online and Mobile to Attract Tourism Dollars

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Travel industry futurist, Bronwyn White, the co-founder of MyTravelResearch.com, says that in an age when tourists want local and ‘authentic’ experiences, businesses need to embrace smartphone search basics.

Rising demand for local experiences easily found on mobile devices.IT’S time for destination marketing to go local and mobile. There’s no need to go and create new tourism products or services, trails or campaigns. Why? Because the most popular tourism activities remain eating, drinking, shopping and sightseeing.

“This is where the profits and growth opportunities to the visitor economy are,” says Bronwyn White, travel industry futurist and co-founder of MyTravelResearch.com. “So work with what you’ve got.”

“Whether it’s sale or promotion time, or finding out what’s on the menu at nearby restaurants, consumers and travellers naturally want to know what’s going on around them,” she says.

White’s argument is based on research that shows that 90% of travellers say they use their mobile phones when on holiday. Over a third of tourists use their mobile device more while travelling.

Businesses need to be found via clear local and community marketing accessible to smartphones. “It’s the role of local government and chambers of commerce to help local commerce and tourism industry understand the importance of working together to form a strong visitor economy and compelling proposition,” she says.

White cited a Bright Local study that found 61% of people were more likely to contact a local business with a mobile site – a website that works well on hand held devices.

“Tourists are looking for information, reviews, maps and physical addresses. As obvious as it seems, businesses do not always have these things,” she admonishes.

White’s argument is that whether or not they are food or shopping related, it is imperative to ensure that local businesses are optimized for mobile, because tourists (and residents) are nowadays “always” looking and searching on their mobile devices.

White says there are five things that local food, drink, shopping, entertainment and retail businesses must do:

  1. Make sure their business is listed on Google My Business.
     
  2. Populate the Google My Business listing with great content, including photos, videos, and sample menus and products.
     
  3. Encourage reviews on Google My Business. (You need at least five reviews before stars are visible. Stars matter, as do reviews.)
     
  4. Encourage reviews everywhere – Facebook, TripAdvisor, Yelp.
     
  5. Make sure their business is mobile friendly – if their business is not mobile friendly, tourists will find one that is.
     

White describes the increasing demand for ‘local’ as part of a “tourism industry revolution that’s here to stay”.

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