Putting two hotel chains in the same building gives customers greater choice, takes full advantage of the location, and reduces costs for the company.
Hospitality companies like Marriott, Starwoods and Hyatt own many different types of hotel properties to attract every possible kind of traveler.
In order to save money and consolidate infrastructure, many hospitality companies are attempting to attract different customers to the same location.
Two-in-one hotels, properties that support two different chains within the same company’s portfolio of properties, are springing up in big cities as well as in outlying areas of the United States.
The newest example is in New York City, where Marriott is now operating a Courtyard hotel on the lower half of the floors in its newest skyscraper and a Residence Inn on the upper half of the floors.
The industry is calling it a “two-pack’’, while others refer to it as dual branding. Whatever it is called, it is the newest way hospitality companies are offering choice to their customers as well as consolidating employees and real estate.
There are other examples. Choice Hotels International first introduced its dual-brand concept when it owned a Sleep Inn and a MainStay Suites in the same building in Port St. Lucie, Florida. Hilton operates a Hilton Garden Inn and a Homewood Suites in a building that includes 9,000 square feet of meeting space in Bossier City, La. In Calgary, Hilton is building a complex of hotels, combining a Hilton, a Hampton and a Homewood Suites in what it is calling a “hotel village”.
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When the location is right for everyone, multi-pack hotel offerings clearly serve the entire consumer base. The only drawback is the possibility that the chain identities get muddled, a concern hoteliers are quick to deal with and dispense.
“It is critical that we have clear identities,’’ said Hyatt vice president of brand experience Chris Walker in an interview with CNN. “Even though the brands are placed next to each other, we are fully committed to preserving the key guest experience elements for which each brand is known.”
The easiest method for maintaining different identities in the same building is ensuring that each hotel chain has its own front desk and lobby.
This is especially true in the hotel building in the River North section of Chicago, which houses hotels for Starwood, Marriott and Hyatt all in the same structure, but with different entrances for each chain.
For hoteliers, the cost benefit comes from combining laundry, storage and employee facilities, as well as combining employee performance tasks between chains in the same building.
Kent McDill is a staff writer for Millionaire Corner. McDill spent 30 years as a sports writer, working for United Press International and the Daily Herald of Arlington Heights, Ill. From 1988-1999, he covered the Chicago Bulls for the Daily Herald, traveling with them every day through the nine-month season. He also covered the Bulls for UPI from 1985-88, and currently covers the team for www.nba.com. He has written two books on the Bulls, including the new title “100 Things Bulls Fans Should Know And Do Before They Die’, published by Triumph Books. In August 2013, his new book “100 Things Bears Fans Should Know And Do Before They Die” gets published.
In 2008, he resigned from the Herald and became a freelance writer. The Herald hired him to write business features and speeches for the Daily Herald Business Conferences and Awards presentations.
McDill also writes a monthly parenting column for the Herald’s Suburban Parent magazine.
McDill is the father of four children, and an active fan of soccer, Jimmy Buffett and all things Disney.