Acquisitions & Hotel Openings

Crescent Hotels & Resorts Set for April Opening of 150-Room Element Huntsville

HUNTSVILLE, AL. March 16, 2017 – Element Huntsville, from the high-end brand of boutique hotels by Starwood, has announced it will open Tuesday, April 4, 2017 on floors 7-11 of the Westin Huntsville as a separate extended stay hotel and will be managed by Crescent Hotels & Resorts. Crescent, based in Fairfax, VA, is a nationally recognized operator of hotels and resorts with properties throughout the United States and Canada.

As one of Starwood’s Select Service hotels, Element by Westin offers a modern upscale extended stay experience. The brand also brings an even greater focus on sustainability to the complex, with Element’s commitment to pursuing LEED certification in all locations.

Designed to be “green from the ground up,” Element seamlessly blends sustainable smart design, inspiring public spaces, chic, spacious suites and modern amenities for a compelling, no compromise experience. Element made history when it launched as the first major hotel brand to mandate that all U.S. properties pursue the U.S. Green Building Council’s LEED certification.

The new construction of the Element Huntsville includes the build-out of 150 rooms including 68 suites, all with full kitchens. Once open the element will offer its signature Rise: Breakfast bar, a complimentary breakfast served daily; Relax: Evening reception, help nightly with wines, beers and soft drinks, thoughtfully paired with enticing appetizers; and Restore: Gourmet pantry, a market place with grocery option available onsite for the extended stay guests.

While Westin and Element by Westin are both Starwood brands, this will be the first “dual property” complex in the country with both the Westin and Elements brands in one location. Guests at both hotels will enjoy spectacular views and easy access to the very popular Bridge Street Town Center, where the hotel complex is located.

“Westin is already such a high profile brand. By bringing Element to the top floors of the hotel complex, we will attract even more prominent guests while providing a high-class experience for all of our guests,” said Mark Nelson, general manager for the Westin Huntsville.

The first floor of the hotel building will have one entrance for Westin guests and separate entrance, lobby, check-in desk and elevators exclusively for Element guests. There will only be on connector between two hotel brands in the first floor lobby.

Nelson’s team will oversee both brands at the hotel complex.

Element is currently accepting reservations beginning June 2017. Visit www.elementhunstville.com or call 265-327-9000 to learn more and book reservations.

About Crescent Hotels

Crescent Hotels & Resorts is a nationally recognized, top-3 operator of hotels and resorts. Crescent currently operates over 100 hotels and reports in 27 states in the US and 5 provinces in Canada. Crescent is one of the few elite management companies approved to operate upper-upscale and luxury hotels under the brand families of Marriott, Hilton, Starwood, Hyatt and IHG. Crescent also operates a collection of legendary independent hotels and reports. Crescent’s clients are made up of hotel REITs, private equity firms and major developers. For more information, please visit www.chrco.com or connect with Crescent on LinkedIn.

About Element

Element (extended stay hotels) first opened at 2008, providing a modern, upscale and intuitively designed hotel experience that allow travelers a place to thrive. Whether stopping by for a few days or settling in for a few weeks, element hotels proves that time away from home doesn’t mean time away from life. All element hotels are pursuing LEED certification furthering the green from the ground up sensibly of the brand. Extended Stay Reimagined. For more information, visit www.starwoodhotels.com/element.

Contact:
Noreen Heron/Sarah Ficek
Noreen@heronagency.com or Sarah@heronagency.com
773.969.5200

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.