DECEMBER 2014 HOTELIER 9hoteliermagazine.com

LOOKING BACKLOOKING BACK

Road-weary travellers often find comfort in familiar hotel brands, with their loyalty rewards, standard amenities and consistent service. But today’s tech-savvy guests, who include a growing contingent of travel-

happy millennials, also want a seamless experience and a taste of a destination’s authentic flavour. So, many hotel chains are responding to the needs of this evolving customer base, enticing them with new urban lifestyle properties that feed this guest’s idea of value.

Best Western’s new offering, Vib (short for Vibrant; above, left), is an urban boutique hotel concept heavily focused on technology. “Vib has been designed to meet the needs of guests who are looking for more of an ‘experience’ with their hotel stay,” says Ron Pohl, SVP of Brand Management, based in Phoenix. “They are looking for a stylish hotel that provides great connectivity, innova-tive technology as well as social space that can be used throughout the day.” Vib checks these boxes with its mobile check-in, free Wi-Fi, ample USB ports, gaming pods, on-demand televisions, Bluetooth connectivity and virtual concierge. “[Consumers] are looking for this type of hotel experience and Vib positions Best Western to stay relevant to this type of traveller,” Pohl adds.

In addition to tech-forward offerings, connection to the community is a key characteristic of this growing urban lifestyle segment. McLean, Va.-based Hilton Worldwide unveiled its Canopy by Hilton brand, which will mirror the destina-tion through its design, music, art, food and beverage offerings. “I’m sure there are other hotels that may have a bit of that local flair, ours will, too, but it’s going to be fresh and different,” says Vito Curalli, executive director, Canada, Latin America & International for Hilton Worldwide in Mississauga, Ont. Value-added amenities include Wi-Fi, artisanal breakfast served at its café or a “rise-and-dine” breakfast bag delivered to guestrooms, a local welcome gift and daily tastings of local beer, wine or spirits.

Canopy couples the demand for authentic experiences with Hilton World-wide’s global operations. “When you marry it with the Hilton system, you get the best of both worlds,” says Curalli. “You get the authentic feel, and you also get a global system.” Dual perks for today’s savvy guests.

THE LATEST INDUSTRY NEWS FOR HOTEL EXECUTIVES FROM CANADA AND AROUND THE WORLD

Checking InFULL-STEAM AHEAD

Mississauga, Ont.-based Choice Hotels

Canada, which has a strong presence in

secondary and tertiary markets across the

country, is continuing to push into major

markets with its Ascend Hotel Collection

brand. “We’re seeing pent up, unsatisfied

demand within our customer base for

accommodation in urban cores across the

country, and we’re eager to respond,” says

Brian Leon, managing director, Franchise

Growth & Administration. There are eight

Ascend properties in Canada, but the

company has identified more than 100

hotels that may complement the collec-

tion of upscale, one-of-a kind properties.

“Membership in the Ascend Hotel Collec-

tion gives a property access to benefits of

a major franchisee system, while allowing

them to maintain their independence and

hard-earned reputations,” Leon adds.

MONEY WISE

Best Western International’s new Vib

urban boutique hotel concept (above) is

cost-effective to build and operate, says

Ron Pohl, SVP of Brand Management,

based in Phoenix. Construction is estimat-

ed at US$60,000/key, excluding land, and

will deliver approximately US$56 to $70

in RevPAR. A compact footprint allows

developers to construct 112 rooms for

the cost of 80; the 192-sq.-ft. guestrooms

feature a king platform bed with storage

beneath and an attached desk.

MIRROR IMAGENew lifestyle brands in a city near you are paying homage to local culture BY HELEN CATELLIER