NATIONAL REPORT — Unique, independent hotels offer a distinct atmosphere, which gives them a competitive edge for those savvy travelers who don’t want a cookie-cutter experience. However, alone, they lack the resources to compete with properties backed by large marketing, training and technical support.
Consequently, the industry has witnessed the birth of several new hotel collections, which are designed to provide guests with elements of surprise while being part of a bigger entity.
Rosewood Hotels & Resorts, The Kessler Collection and Gaylord Hotels, to name a few, are some of the first to take advantage of this growing niche by renaming their independent properties so as to be identified under a much larger umbrella. And not to be left out of the game, Starwood Hotels & Resorts and Choice Hotels International quietly are growing their Luxury Collection and Clarion Collection, respectively.
What exactly is a hotel collection, and why should an independent hotel seek such an affiliation? Generally speaking, it is a grouping of like-minded assets that share a common level of service and amenities, which each delivers in their own way. The alliance of the assets is said to build awareness and equity for the properties, allowing them to better market and cross-sell their hotels as well as retain customers within the family of assets.
For Rosewood, the renaming of its properties in June to reflect their affiliation with the company allowed it to drive home the point that guests could receive the same type of five-star experience at all of the hotels and resorts in its portfolio but each with its own flair, said Robert Boulogne, v.p. of sales & marketing.
“We did research and found that the message of our properties being part of something bigger, Rosewood, was being missed. We saw the rebranding effort as an opportunity to enhance the brand, and drive more revenue to our properties,” Boulogne said. “To us, the grouping together of the properties relates more to service standards that can be expected by the guest, as well as a sense of place delivered by each hotel.”
The advantages for Rosewood are mostly with regard to customer-retention-management practices, Boulogne said. By enabling its properties to cross-market and share information through Rosewood, the hotels can recognize repeat guests, their likes and dislikes, and deliver better service.
Rosewood hopes to be perceived as a larger player in the luxury market, was scheduled to launch its own Global Distribution System code in December. The collection offers 12 hotels and resorts. Two hotels are slated to debut in 2005, and two more are set to open in 2006. All name changes are expected to be completed by January, Boulogne said.
The Clarion Collection consists of 10 upscale hotels. The collection, which was launched in 2003, has attracted unique, boutique and historic properties that are looking for greater name recognition and support, said Alexandra Jaritz, senior director of brand strategy, Clarion Hotels, a Choice Hotels International brand.
“We saw a void, quickly penetrated this niche, and continue to find success with it,” Jaritz said.
The properties in the Clarion Collection are able to take advantage of Clarion’s distribution, marketing, training and other support functions under a franchise agreement, while retaining their own identities.
The collection tag provides a means to penetrate markets that previously were off limits or nearly impossible to break into, Jaritz said.
“We are now in markets such as Miami with The Claridge Hotel, and Manhattan with The Solita Soho Hotel,” she said. “The collection has helped define Clarion as an upscale competitor.”
Kessler Enterprises, a real-estate development, ownership and management company that specializes in hotels, renamed its distinct group of upscale Grand Theme Hotels as the Kessler Collection just over one year ago. Owner Richard Kessler, a collector of rare items that are displayed at several of his properties, said the move was motivated by a desire to link together the properties in a clearer way.
“All of our properties are unique, but offer some level of consistency as it relates to quality of experience, and all are centered around art, music and architecture,” Kessler said.
With 10 properties open, such as Mansion on Forsyth Park in Savannah, Ga., and Beaver Creek Lodge in Beaver Creek Village, Colo., Kessler said he is better able to cross-sell the hotels in addition to having established a certain level of expectations among consumers. While several of Kessler’s hotels are branded with a franchise, they are anything but ordinary.
“People today are looking for something different when they travel. They want something that reflects the location they are in, and don’t want to be hit over the head with standardization,” Kessler said. “We use a very high level of detail to differentiate our hotels. We display ancient artifacts, art collections and unique architecture in our properties. Our properties are very colorful, very alive.”