Acquisitions & Hotel Openings

Alliance Hospitality Opens Delta By Marriott Chicago North Shore

GLENVIEW, IL. April 19, 2016 – Alliance Hospitality has officially opened the Delta by Marriott Chicago North Shore hotel, located in Glenview, IL. The property is owned by Glenview Investors - Hotel, LLC. Rolf Tweeten, Chairman of Alliance Hospitality, made the announcement.

The extensive $10 million renovation covered all areas of the hotel, which includes 255-suites, 7,378 square feet of meeting space, an indoor pool and a 1,000 sq. ft., state-of-the-art fitness and training center. Additions included an Elite Pantry, a Starbucks café and the Bourbon Kitchen & Tap restaurant. The lobby and six-story atrium’s new contemporary design is reflective of Glenview’s rich history and surroundings.

The Glenview Delta is the first Delta to open in the metropolitan Chicago market. The all-suite hotel enjoys excellent visibility from Interstate 294 and is proximate to Allstate World Headquarters, Astellas Pharma US, Medline, CVS Caremark and Chicago O’Hare International Airport.

“Marriott added The Delta Hotels and Resorts to its family of brands in 2015 and we are pleased to introduce it to the metropolitan Chicago market,” said Tweeten. “The Delta properties continue to win fans and are a key part of Alliance Hospitality’s strategic growth plan. We will actively pursue Delta opportunities, identifying properties that are suitable for conversion in targeted markets across the country.”

About Alliance Hospitality
 Alliance Hospitality, headquartered in Raleigh, North Carolina and with a second office in Chicago, Illinois, is an innovative next-generation hospitality company engaged in the acquisition, repositioning and management of hotels and resorts throughout the United States. Founded in 2003 to manage lodging assets for institutional investment groups, individual owners and lenders, and private equity groups, Alliance provides value by developing the highest caliber hospitality professionals and through implementing proprietary tools and unique processes to create a comprehensive hospitality management platform. Alliance’s current portfolio of properties owned and managed includes luxury resort, full service, extended stay, all suite, and select service hotels operating under agreements with Marriott, Hilton, IHG, Wyndham and Starwood Hotels and Resorts.

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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.