Hotels: All Hospitality Is Local

The New York Timess: “Westin … is finding, as many hotel chains are, that a local clientele can help even out the ups and downs of the lodging business. And locals can even help out-of-towners feel more at home.” The focus is “on getting repeat business from a local following. So the innkeepers are sponsoring running clubs or organizing other attractions like author readings, art shows or musical performances … The theory is that a vibrant group of local patrons can make the hotel more attractive to out-of-town lodgers.”

“To breathe new life into its public spaces, Marriott has experimented with various ways to attract an in-town clientele. Its Renaissance Hotels brand a few years ago created an online concierge service, supplemented by recommendations and insights from local ‘navigators’ … And the company recently completed a five-week test in the Baltimore-Washington area in which local Marriott Rewards members could earn points by drinking or dining at 21 of its hotels in the region.”

Hotel analyst David Loeb comments: “The best advertisement for a hotel is the local community. If you can get locals to have a good experience, however they spread that word, it’s a positive.”

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