HSMAI Captures 5 Adrian Awards for Hotel Website Design and Wins 2018’s Mobile Web Awards “Best in Show”

Silicon Valley, CA (January 17, 2019) – The Hospitality Sales & Marketing Association International (HSMAI) will honor Milestone Internet Marketing with five Adrian Awards for digital marketing excellence for its winning entries in the annual Adrian Awards, the largest and most prestigious global travel marketing competition. This year Milestone is being recognized with 2 bronze awards, 2 silvers and one gold award for hotel website design and digital marketing. 

The 2019 Adrian awards announcement follows closely on Milestone’s win in November 2018 for “Best Hotel and Lodging Mobile Website,” as well as “Best in Show” by the Mobile Web Awards. Milestone’s hotel website design for VIVE Hotel Waikiki beat out over 70 other winners across dozens of categories to capture the best overall award for mobile website design. “Our commitment to creating exceptionally beautiful websites was a strong focus for us in 2018,” said Mr. Aggarwal. “In 2019 we will extend on that commitment and continue to grow our investments in website technologies, making a powerful combination,” continued Mr. Aggarwal.

2018 was a record-setting year for Milestone as it received wide industry acclaim for both its hospitality focused service offerings as well as for its suite of software products. In 2018 Milestone received more than 40 awards, including the prestigious Search Engine Land “Best Overall SEO-SEM Campaign of 2018.” 2018 also saw Milestone being short-listed for the US Search awards for a third straight year. “2018 was another outstanding year for Milestone,” stated Anil Aggarwal, CEO of Milestone, “Being recognized for our achievements in both software and digital marketing are true testaments to the dedication of our employees and the relationships we have with our clients. Our recognition for the 2019 Adrian Awards is an incredible way of starting off the new year,” continued Mr. Aggarwal.

“The Adrian Awards celebrate travel marketing innovators whose awesome creativity and hard work are integral not only to the success of their companies, but to the continued growth of the hospitality industry as a whole,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. “HSMAI will be proud to recognize these award winners and their outstanding campaigns at the Adrian Awards Gala.”

Milestone won a Gold Adrian Award for Tarrytown House Estate, Silver Adrian Awards for Revere Hotel Boston Common and for the PWA implementation of the Grand Velas Riviera Maya, and Bronze Adrian Awards for Hotel Nikko San Francisco and VIVE Hotel Waikiki. Milestone’s recognition is not just for its achievement in hotel website design, but also encompasses the work performed in omnichannel marketing. Anil Aggarwal, CEO of Milestone, stated, “it is very rewarding to be highlighted among peers for a job well done, we are glad to deliver amazing results to our clients and for their properties to be highlighted on such a large stage as the Adrian Awards.” 

Milestone will be honored during the HSMAI Adrian Awards Gala on January 22, 2019 at the New York Marriott Marquis. Attended by more than 1,000 hospitality, travel, and tourism marketing executives, this black-tie affair is a must-attend industry event.  The Adrian Awards Gala will celebrate award-winning work, lifetime achievement, and the HSMAI Top 25 Extraordinary Minds in Hospitality Sales, Marketing and Revenue Optimization. 

Winning entries will be viewable in the winner’s gallery on the Adrian Awards website and in a special article. Visit www.AdrianAwards.com for more information on the event and competition and to view the Adrian Awards Winners Gallery. 

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Holiday Inn Express Bridgwater appoints Barnaby Kean as GM

Holiday Inn Express Bridgwater has appointed Barnaby Kean as its general manager ahead of the hotel’s spring 2019 opening.

He will lead the team at the new 138-bedroom hotel, which is operated by the UK independent hotel management company, RBH.

According to the hotel brand, Kean has had a varied background within the industry, honing his expertise as a sous chef, head chef and operations manager, before taking on his most recent role as hotel manager at Holiday Inn London – Regent’s Park.

Kean said: “I am eager to kick off this new chapter of my career, and am looking forward to leading the team through the opening of what promises to be a fantastic new hotel in the local area. The building progress is going as planned and we are excited to see the finished result.

“We hope to attract a variety of customers into the hotel, which we are confident will prove to be the perfect business venue with fantastic meetings and conference facilities and a warm, welcoming team.”

Holiday Inn Express Bridgwater is set to be the biggest hotel in the area, located in the Regional Rural Business Centre on the outskirts of the Somerset town. The hotel will offer a spacious bar and restaurant area, alongside two meeting rooms and an on-site car park.

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Milestone Captures 5 HSMAI Adrian Awards for Hotel Website Design and Wins 2018’s Mobile Web Awards “Best in Show”

Silicon Valley, CA (January 17, 2019) – Milestone, Inc. announced today that it will be hosting three free digital marketing-focused workshops for hotels at the upcoming HSMAI Digital Marketing Conference in New York. The sessions will be held Tuesday, January 22 at the Marriott Marquis Hotel in New York City. Interested Hoteliers can register by visiting the dedicated site at https://www.hsmai.org/DigitalPreCon

Milestone will provide in-depth training on three critical topics that are of high interest to digital marketers in 2019:

Digital Competitive Benchmarking: Using digital competitive analysis and data analytics to develop your marketing plans

This session will provide insights into how to optimize your hotel keyword strategy for both organic and paid marketing, and how to leverage the latest technology to put your keyword strategy in the larger context of your marketing strategy by analyzing your keyword performance against top local competitors.

In this workshop Milestone will provide you with direct actionable ideas on how to benchmark your digital marketing performance against top local competitors in order to grow your direct business and win market share:

  • What digital benchmarking is and why it matters to your Hotel
  • What the key areas of digital marketing are that you need to benchmark
  • KPIs that you should track and manage

Omnichannel Messaging: What does the future of content creation & distribution look like?

In this session, Milestone will discuss how you can create a unified content distribution strategy by leveraging the latest technology available to digital marketers.

In this workshop, Milestone will cover the definition of omnichannel messaging, share insights into how digital marketers work with omni channel messaging and discuss strategies and tools you can use to manage your digital marketing messaging:

  • Learn about digital marketing messaging and the challenges faced by marketers
  • See strategies that can be implemented
  • Learn about new tools that can help consolidate your digital marketing messaging

Your Website on Steroids: Next generation website technologies for 2019 and beyond

What are the next big shifts in website technology? How does voice-search impact how you build your website? How will your website content be impacted by these new technologies? And how do you ensure that all the new technologies that are becoming critical keep you in check with compliance issues like ADA and GDPR? Join Milestone as we discuss the shifts in website technology that we see in 2019 – and beyond – and how they will fit into the larger ecosystem of your modern website.

In this workshop, co-presented by Anne Stingle, VP of Sales & Marketing at Triumph Hotels, you will get insights into the technologies that you need to drive direct bookings and see how they were implemented in a real-life example:

  • Learn about the impact of voice search on your business and what you can do to prepare
  • Understand the role of ADA & GDPR in your website strategy
  • See a case study about website design & technology and how it impacted the hotel

Register for free now: https://www.hsmai.org/DigitalPreCon

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Hotels defy consumer spending decline in December

Consumer spending continued to fall in the month of December with a 1% decline, however hotels managed to defy the trend – with spending having increased by 7.6%.

This is according to Visa’s UK Consumer Spending Index, which showed that overall expenditure declined 1% year-on-year in December – the fastest decline seen since April.

However hotels and restaurants outperformed other UK sectors in December, and experienced the joint-quickest rate of increase in the past 20 months.  

For the whole of 2018 Visa’s index found expenditure has fallen in eight months of the year, underscoring “a relatively weak overall picture of household spending”. Lower expenditure was largely driven by a disappointing performance by the high street, as ‘face-to-face’ spending fell -1.6% on an annual basis in December.

Visa also found that online spending remained “relatively subdued”, with expenditure rising by just 0.5% year-on-year.

Adolfo Laurenti, European principal economist at Visa, said: “The further decline in UK consumer spending in December 2018 is a disappointment, but not a surprise. Notwithstanding a backdrop of low unemployment and rising wages, households remained very cautious at the end of the year – as they were for most of 2018.

“An acceleration in spending at hotels, restaurants and bars (+7.6% year-on-year) suggests that some categories of discretionary spending are holding up better than the market as a whole. And the modest pickup in ecommerce point to the resilience of digital channels of distribution, a favorable long-term trend that recent woes have not derailed.”

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Driftwood Acquisitions & Development Sells SpringHill Suites Altamonte Springs

Orlando, Fla. (Jan. 15, 2019) – Driftwood Acquisitions and Development (DAD) – a privately held firm specializing in the acquisition, repositioning and investment syndication of high-quality hotel assets – announced today that it sold the SpringHill Suites Altamonte Springs, a Marriott-branded, 90-key hotel located 10 miles north of Orlando.

DAD acquired the asset in 2015 out of receivership, with little renovation needed, as a cash-flowing market play. While maintaining a 10 percent equity stake in the property, the firm syndicated the remaining 90% of its equity position to individual accredited investors after closing, projecting a 16 percent internal rate of return (IRR). The sale of the asset yielded significantly higher dividends and total returns than those expected at underwriting, and marks the first asset in DAD’s portfolio to complete the full investment cycle. The buyer of the asset will continue to use DAD’s sister company, Driftwood Hospitality Management (DHM), as the operator of the hotel, a testament to Driftwood’s management expertise and its view of the asset’s continued success.

DAD was created as a unique perpetual fund that invites accredited investors to co-invest in its hotels, asset by asset, through syndication post-closing. This allows investors to minimize their exposure and risk on institutional-quality, fully-financed, income-producing hotel projects in the United States.

“The SpringHill Suites Altamonte Springs was the first hotel DAD syndicated to investors so its successful disposition marks a significant milestone and is a testament to the success of our unique business model,” said Carlos J. Rodriguez Sr., chairman and chief executive officer of DAD. “Many of our original investors plan to take the outsized returns they received from this investment and put it back into other DAD assets, including those in Opportunity Zones where there is potential to realize significant tax benefits such as deferring capital gains tax exposure on this sale.”    

Since launching in 2015, the Miami-based DAD has built a national portfolio that includes 18 operating hotels and two new-build developments under construction, including one in a designated Opportunity Zone. All of its properties are managed and operated by DAD’s sister company, Driftwood Hospitality Management (DHM), a hotel operator with over 20 years of expertise.

Located at 205 West State Road 436, the SpringHill Suites Altamonte Springs is in Seminole County just north of Orlando. The hotel is one block west from Interstate 4 and serves local corporate, sporting and healthcare demand generators including AT&T, Liberty Mutual, Mitsubishi Power Systems, Sprint, Florida Hospital, and Orlando Youth Hockey.

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Marriott International Introduces Marriott Bonvoy – the New Brand Name of Its Loyalty Program

Marriott International today unveiled Marriott Bonvoy, the new loyalty brand replacing the current loyalty brands – Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG) – and reflecting the unmatched benefits, single loyalty portfolio and experiences announced last year. Marriott Bonvoy is built on the belief that travel enriches us all and has the power to enrich the world. Marriott Bonvoy launches on February 13 when the logo and branding begins rolling out across all consumer touch-points, including on property, marketing and sales channels, digital, mobile and co-brand credit cards bolstered by a multi-million-dollar global media campaign starting in late February.

“Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty program,” said Stephanie Linnartz, Global Chief Commercial Officer, Marriott International. “Marriott Bonvoy is a travel program designed to bring to life our extraordinary portfolio of global brands in 129 countries and territories, while also providing endless inspiration for members to keep traveling and pursuing their passions.”

Linnartz continued, “Represented by a simple, bold and modern logo, Marriott Bonvoy is welcoming and optimistic. Our 120 million members have access to the world’s leading hotel portfolio at the best room rates and member benefits, as well our collection of Moments experiences that bring exploration and discovery of the world to the forefront.”

Beginning on February 13, Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments, which together with Marriott Moments will feature approximately 120,000 experiences in 1,000 destinations available for purchase or by redeeming points. In addition to accessing locally relevant sights and excursions, such as hiking into glacial Patagonia, desert treks on camelback in Morocco or cruising to Vietnam’s timeless floating villages, members can indulge in once a lifetime experiences like cooking alongside renowned chefs Daniel Boulud and Eric Ripert, or honing football skills in a master class with Hall of Fame wide receiver Jerry Rice.

Throughout 2019, Marriott will bring Marriott Bonvoy to life with a series of experiential events for members taking advantage of the company’s marketing partnerships with iconic brands including the NCAA and the FIA Formula One™ World Champions, Mercedes-AMG Petronas Motorsport, as well as through sponsorships such as the Oscars®, Coachella Valley Music and Arts Festival, Dubai Jazz Festival, The Hong Kong Sevens and World Golf Championship – Mexico Championship.

On August 18, 2018, Marriott launched one loyalty program with unified benefits under its three legacy loyalty brands — Marriott Rewards, The Ritz-Carlton Rewards and SPG.  On February 13, the combined program completes its integration under one name, Marriott Bonvoy.

With Marriott Bonvoy, members will have access to Marriott’s portfolio of diverse brands including the largest collection of lifestyle and luxury properties. Whether it is sun-soaked overwater bungalows at The St. Regis Maldives Vommuli Resort, mountain-side resorts nestled against ski slopes like at The Westin Resort and Spa Whistler, beachfront properties hugging pristine sands like at The Ritz-Carlton, Bali, to iconic urban towers offering panoramic views like at the JW Marriott Marquis Hotel Dubai, or former palatial residences like The Gritti Palace, a Luxury Collection Hotel (Venice), Marriott Bonvoy provides members an unparalleled offering of experiences together with the opportunity to earn desirable member benefits.

Since Marriott introduced the unified loyalty benefits under Marriott Rewards, The Ritz-Carlton Rewards and SPG last August, members have been able to seamlessly book stays and earn and redeem points across the entire portfolio and achieve Elite status faster with new Elite tiers. Members now earn on average 20 percent more points per dollar spent.

The launch of Marriott Bonvoy will introduce two new names for previous Elite status tier names:
          – Marriott Bonvoy Titanium Elite will replace Platinum Premier Elite for members who surpass 75 nights.
          – Marriott Bonvoy Ambassador Elite will replace Platinum Premier Elite with Ambassador. This top Elite status tier recognizes members who surpass 100 nights and more than $20,000 in spend annually. These members enjoy the highest level of personalization with a dedicated ambassador to help plan their travel and cater to their needs one-on-one.

Marriott Bonvoy will usher in a new mobile experience. Members currently using either the SPG or The Ritz-Carlton Rewards apps are encouraged to download the current Marriott app now which will automatically update to become the Marriott Bonvoy app on February 13. The SPG and The Ritz-Carlton Rewards apps will be deactivated on that date.

Members can learn more about Marriott Bonvoy at MeetMarriottBonvoy.marriott.com where they also can watch a short video describing the new brand. To download the media kit including images and video, please click here. To learn more about the loyalty program benefits, please visit www.marriott.com.

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Audleys Wood Hotel named Hand Picked Hotels’ ‘Hotel of the Year’

Hand Picked Hotels, a collection of privately-owned country house hotels and spa resorts, has awarded Audleys Wood Hotel in Hampshire its Hotel of the Year accolade.

The 72-room hotel, situated  just outside Basingstoke, was selected from Hand Picked Hotels’ portfolio of 19 hotels in the UK and the Channel Islands, in recognition of its “outstanding performance throughout 2018”.

The accolade was presented to Richard Storey, GM of the property, during the annual awards ceremony held at New Hall Hotel & Spa in Birmingham, during which the hotel was praised for its “commitment to delivering an excellent guest experience” and “solid financial results” by Julia Hands, chairman and CEO of Hand Picked Hotels.

Hands said: “It gives me great pleasure to present this award to Audleys Wood Hotel. In addition to achieving strong financial performance during the year, Richard and his team have demonstrated exceptional levels of guest care and attention to detail, which is evident from its high customer satisfaction scores, rave guest reviews and consistent repeat bookings.”

Storey added: “On behalf of the entire team at Audleys Wood, I am delighted to accept this award.  Hand Picked Hotels is committed to maintaining meticulous quality standards and our teams are trained to be completely guest-focused so I thank each and every one of the team at Audleys Wood for helping to deliver a successful year for the hotel that is recognised by both our guests and our colleagues.

“The hotel is multifaceted, appealing to a wide range of audiences from our regular corporate guests to those on a romantic break, delegates attending a meeting and wedding parties celebrating their special day, so our teams have to be agile and responsive to ever changing guest needs.  This award underlines the expertise, dedication and passion within the team and I am extremely proud.”

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What Corked Wine Teaches You About Service Excellence

By Larry Mogelonsky, MBA, P. Eng. (www.hotelmogel.com)

There’s an important lesson in the form of what corked bottles – that is, wine that’s gone off – can present as an opportunity to wow your restaurant patrons and hotel guests.

For all of my fellow oenophiles out there, it’s one of the worst feelings in the world. You pop open a bottle, pour yourself a glass, take a sip and your mouth is hit by a musty, astringent splash that eviscerates any lingering flavors. The wine is skunked and utterly worthless.

This lesson all comes down to one of the hallmarks of a service culture in that it’s not just about how well you provide for your guests but also how well you recover from any errors or experiential gaps, with the term of ‘double deviations’ epitomizing this concept. This requires some explanation, but the lesson here about skunked wine can be adapted for any other hotel operation or trainable aspect.

The biggest worry about a bottle going stale is that you never can tell until it’s opened. Of course, you can make assumptions based on the winery, varietal and vintage, but it’s still always a question mark. A litmus test of sorts before you even let a guest take a sip is to sniff the wet end of the cork. The aroma will, as per the title, obviously have skunky elements, while other telltale signs of decay are any notes of wood, mold, manure, barnyard, hay potato skins or asparagus. If you have never encountered a corked bottle, you’ll know it when you smell it!

The taste will follow in stride and more strongly than the funky fragrance, but if the smell is palpably wrong, the last thing you want to then do is let a guest endure the displeasure of having even one drink. Right there, just with a simply whiff, is the chance for your servers to demonstrate their knowledge and deepen their rapport with customers. There are also other visual signs to note so that your team can best service their patrons by preventing them from tasting a skunked drop, including the liquor having a brownish, opaque color, a fizzy structure when it’s not a sparkling wine or perhaps the cork is pushed out slightly from the neck.

Regardless of when or how the rot is discovered, though, what matters most is what your server does next. The most basic form of follow-up is to go back to the cellar, put out another bottle of the same label and open it to see if it too is off. In all likelihood it’ll taste just fine. However, you must keep in mind that by this point the table has been waiting for its drinks for an additional five to ten minutes, delaying the regular course of the collective meal experience and letting frustration set in to reduce overall meal satisfaction.

A little something extra is needed to balance the books, even if the deterioration of flavors was in no way your restaurant’s fault. The fact remains that guests will perceive this as a slight on your part and they are thus justified in their nonverbal desires for a gratis gift for their troubles. While I’m not suggesting you comp the entire purchase, a free dessert or an extra round at the end of the meal will go a long way to both positively surprising this customer set and building more advocacy for your restaurant than if everything had gone smoothly from the start.

Let me know with you the two times this has happened to me at a restaurant. The first was at Gordon Ramsay Steakhouse in Paris Las Vegas where I ordered a bottle of Clos Vougeot 2009. The sommelier tasted it before me – the correct approach – and promptly rejected the bottle before bringing out a second bottle of the same wine which was perfect. The second was at the Le Champlain in the Fairmont Le Château Frontenac in Québec City where I ordered a bottle of Fixin Premier Cru, an above average burgundy although the vintage escapes me. This time the sommelier poured the wine for me to taste, and when I remarked that it was terrible he too tasted it then concurred that it was off. Afraid to bring out another bottle of the same wine, he upgraded me to a grand cru of an even better year for no additional charge. Although the recovery incentive was better for the latter incident, what’s remarkable is that, despite both incidents occurring years ago, the adept handling of events is still quite memorable.

The key here is that whenever there is a fault, your recovery efforts must be speedy and forthright. And instead of leaving these types of situations up to the moment whereby a manager is forced to make a decision extemporaneously, you might go about setting up a protocol in advance for how to best compensate guests for their troubles.

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

Editor’s note: To discuss business challenges or speaking engagements please contact Larry directly.

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How to get payment and booking systems right

Critical to the day-to-day running of a successful hotel is organisation; it’s necessarily a keystone in operational management from back of house to front of house.

But once you’ve got a potential guest about to book, how well can you manage it? The software you choose to deploy for organising your records of guests’ bookings, stays and managing their payments, will make a huge impact on how tight a ship you can keep.

Property management systems give hoteliers a diverse, but simple, range of features to use. From booking systems and management features to digital marketing, choosing the right system can drive up occupancy and boost revenue figures, while simultaneously allowing more time for your hotel and its staff members to flourish. Kate Fuller, marketing manager at Guestline, which offers the Rezlynx property management system says: “[It is about] providing users with an easy-to-use system, enabling them to deal with guests quickly and efficiently, enriching the overall customer journey.”


Many systems available are rather more than high-tech diaries – they have virtually become essential for anyone running a hotel of any size, be it a large branded chain or an independent boutique. A property management system is the core of the operation of a hotel, while payment and booking systems are essential to the smooth running. Payment and booking systems keep track of both current and future guests, from check-in to check-out, laid out clear designs, and these systems will show hoteliers how many rooms they have left for a particular day, and using algorithms help to determine at what rate any vacant rooms should be sold for to maximise occupancy.

Not only does this make the organisational life for a hotelier much easier, it also clearly lays out what days and what price range of consumers still need to be targeted to maximise revenue. Craig Stewart, co-founder and director at Freetobook, an online booking system, says: “Freetobook helps independents make sense of and bring together the whole of the online marketing space – offering new and exciting services that help them grow their business and save time on the manual stuff.”

Using one of these systems will allow you to place a booking button on your website, allowing guests to visit your website, check availability and rates, before ultimately making a booking. In return the hotel will be notified about the guests’ contact details and the booking will be entered onto the diary. Fuller adds: “By managing your rates, Guestline systems enable hoteliers to increase direct bookings, improve rates and reduce OTA commissions. Hotels will also benefit from operational efficiencies and improvements in rate parity.”


Owning a hotel is often a stressful intense job, and for hoteliers that are on the move – perhaps they may have another job or a second hotel in another part of the country, or they are heading away for a business meeting, keeping on top of things while you are away from the hotel can be tricky.

Fortunately there are payment and booking systems offer access on the road. This allows hoteliers to organise operations and deal with any problems or changes quickly and easily. Chris Petty, managing director at Newbook UK, a property management system which offers an array of features, including access to its system on handheld devices, says: “Being able to login to your property management system from any location and device gives the general manager or hotel owner the ability to react to any problem, or pricing change, on the go.”

Peter St Lawrence, GM and shareholder of The Crown at Amersham hotel in Buckinghamshire, says that he will be making the most of “cross-selling opportunities” by bringing his smaller affiliate properties onto the Newbook system as well. Having everything on one system will not only help your organisational skills, it will also encourage you to cross-sell, driving revenue to any other properties that you own.

Using a cloud-based system, Newbook allows hoteliers to use its system with only an internet browser required. Not only does this allow the ease of access, but according to Petty it also helps hoteliers save on costs. “This allows for a much lower setup cost,” he says, “as no on site server or support is necessary, saving in some cases thousands of pounds a year.”


Property management systems can also offer a variety of other functions to help improve the running of a property and drive guest demand to the hotel, including digital marketing features, helping to increase occupancy.

Some property management systems allow you to conduct and track your own email marketing campaigns. Running these campaigns will enable you to reach past customers with deals and offers improving your chance of returning guests. Marketing campaigns will allow you to target specific consumers with exactly what they are looking for, at the time that they are looking for it.

Stewart recommends that hotels also use a mobile-friendly site. He says: “Hotels using the mobile-friendly website and booking process can increase conversion across multiple devices.” Using a mobile friendly site allows guests to book a room at your hotel, at any time, and anyplace. With a large amount of booking now coming from handheld devices this is an investment that will be sure to pay dividends. Booking systems can also support Google Analytics, meaning you will be able to track your conversion rate, and analyse where your marketing is going right, and where it is not going as well as you’d hoped. The hindsight this provides helps to plan better marketing strategies over time.

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Lindsay Goldberg Acquires Affordable Suites of America

NEW YORK–January 15, 2019 –Lindsay Goldberg, a private investment firm that focuses on partnering with families, founders and management teams seeking to actively build their businesses, today announced that it has acquired Affordable Suites of America, Inc. (“Affordable Suites” or the “Company”), a premier owner, operator and franchisor of extended-stay hotels in the Southeastern United States. Terms of the transaction were not disclosed.

Based in Myrtle Beach, South Carolina, Affordable Suites provides long-term, economy-minded travelers with a comfortable and relaxing environment ideal for business and leisure alike. Its hotels offer fully furnished apartment-style suites, complete with a living area and kitchen, separate bedroom and additional amenities. Affordable Suites’ portfolio of hotels is comprised of 20 properties across Georgia, Indiana, North Carolina, South Carolina, and Virginia.

“We are excited to partner with Affordable Suites, a leader in extended-stay lodging throughout the Southeast that is poised for growth,” said Russell Triedman, a Partner at Lindsay Goldberg. “Leveraging our substantial extended-stay hospitality and real estate sector expertise, we plan to build the Company through strategic development and acquisitions.”

Affordable Suites will be led by incoming CEO Gary DeLapp, a successful industry veteran and former CEO of Lindsay Goldberg portfolio company, WoodSpring Hotels Holdings (“Woodspring”). Under Lindsay Goldberg’s ownership, Woodspring executed a highly successful rebranding and renovation campaign, and grew from 179 locations in 2012 to 254 in 2018 when it was acquired by Choice Hotels.

“I am thrilled to lead Affordable Suites and again work closely with the Lindsay Goldberg team,” said Mr. DeLapp. “Affordable Suites is well positioned to capitalize on the tremendous opportunities ahead and will continue to execute on its core mission of providing best-in-class facilities for economy-minded travelers. Lindsay Goldberg has a proven track record of growing and developing properties in the extended-stay space, and I have great respect for the Firm’s team and approach.”

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A recent survey from hotel solutions provider HRS has found that the demand for innovative technology in hotels is on the rise


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