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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 November Online Hotel Business Review




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Feature Focus
Architecture & Design: Authentic, Interactive and Immersive
If there is one dominant trend in the field of hotel architecture and design, it’s that travelers are demanding authentic, immersive and interactive experiences. This is especially true for Millennials but Baby Boomers are seeking out meaningful experiences as well. As a result, the development of immersive travel experiences - winery resorts, culinary resorts, resorts geared toward specific sports enthusiasts - will continue to expand. Another kind of immersive experience is an urban resort – one that provides all the elements you'd expect in a luxury resort, but urbanized. The urban resort hotel is designed as a staging area where the city itself provides all the amenities, and the hotel functions as a kind of sophisticated concierge service. Another trend is a re-thinking of the hotel lobby, which has evolved into an active social hub with flexible spaces for work and play, featuring cafe?s, bars, libraries, computer stations, game rooms, and more. The goal is to make this area as interactive as possible and to bring people together, making the space less of a traditional hotel lobby and more of a contemporary gathering place. This emphasis on the lobby has also had an associated effect on the size of hotel rooms – they are getting smaller. Since most activities are designed to take place in the lobby, there is less time spent in rooms which justifies their smaller design. Finally, the wellness and ecology movements are also having a major impact on design. The industry is actively adopting standards so that new structures are not only environmentally sustainable, but also promote optimum health and well- being for the travelers who will inhabit them. These are a few of the current trends in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.