Business & Finance

Howard Hospitality Group (HHG) Launches New Hotel Brand: Locale

First Property Slated to Open September 2017 on Grand Cayman; Will Serve as 'Test Kitchen' for Those Interested in Helping Shape the Future of Travel

GEORGE TOWN, CYM. May 18, 2017 – Howard Hospitality Group (HHG), an international hotel investor, developer and operator, has announced the launch of Locale, an innovative new limited-service hotel brand. Redefining traditional extended stay conventions, Locale appeals to the millennial mindset while creating an open, inclusive concept for savvy travelers from all walks of life. The brand’s first hotel is presently under development in a coveted spot on Grand Cayman along the Seven Mile Beach corridor, near local businesses and the popular Camana Bay shopping and dining area, with a projected opening date of September 2017.

When it opens, Locale Grand Cayman will feature smartly designed ‘live and work’ guestrooms and lofts catering to the business travel set frequenting Grand Cayman today; inclusive public spaces with trendsetting technologies; a variety of retail shops; and a roster of local partnerships to connect guests with memorable, immersive travel experiences. Dynamic F&B concepts will include Bonfire, an urban Italian kitchen, and Swirl, an artisanal Columbian gelato shop.

“We are thrilled to officially announce the launch of our new brand, Locale, which lets us continue growing our footprint in Grand Cayman while introducing something truly fresh and new to the market here,” said Howard Sitzer, Chief Executive Officer for HHG. “Grand Cayman is a hotbed of international tourists today, especially millennial business travelers frequenting the island for combined ‘bleisure’ trips. We have begun crafting a uniquely modern hotel brand we feel will be groundbreaking and inspirational.”

Understanding what it takes to connect with the most influential generation of travelers today, Locale Grand Cayman will offer the opportunity to help shape the brand’s identity from the very beginning. This unique approach will allow HHG the chance to reveal forward-thinking programs, services and amenities, determining what makes the cut for future locations based on customer feedback, giving travelers a sense of ownership in the brand’s future.

“We believe there is a definite appetite amongst frequent travelers today, especially those seeking unique out-of-the-box experiences, to be part of a cultural shift – a movement, really – creating the hotel brand of the future,” said Sitzer. “Based on the feedback we’ve already received from core target groups, we believe the future is incredibly bright for a model like Locale and we are excited to see where this takes us, as we eye additional destinations.”

Each future property in the Locale brand portfolio will boast its own distinctive personality, while connected to others with a common Locale mindset and consistent brand attributes. Additional details regarding Locale Grand Cayman’s on-site amenities and activities will be announced in the coming months, as will plans for the brand’s future expansion.

For more information on Locale Grand Cayman, visit Localehotel.com.

About Howard Hospitality Group (HHG)

Howard Hospitlity Group (HHG) is a fully-integrated investor, owner, developer and operator of high value-add hospitality and leisure real estate, headquartered in the international banking center of Grand Cayman. HHG specializes in acquiring real estate with high potential in proven markets, and transforming it into sustainable, high-yielding assets. For more information on Howard Hospitality Group, visit http://howardhg.com/.

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.