Global Update
HHM ’ s grand plans
Hampshire Hotel Management ( HHM ), the New York-based company that currently operates 11 properties under the Dream , Night , Time and Chatwal names , has new leadership in brash industry veteran Eric Danziger , who until earlier this year was president and CEO of industry giant Wyndham Hotel Group .
Danziger says he plans to dramatically extend the reach of the current portfolio and establish HHM as a full-service management company . A new 5-star luxury brand is in the works , and a third-party management deal for another New York luxury hotel is in place . Danziger also wants to create a “ lifestyle light ” upper-midscale brand . “ We ’ ve designed it in a way that they don ’ t have to spend any more money to do that than they would to stay up with the PIP of the current brand ,” he says .
In terms of existing brands , another upscale boutique Dream is being developed in New York , and one is under construction in Hollywood , California . HHM is
HHM President and CEO Eric Danziger — who owns 25 % of the company alongside the 75 % owned by the Chatwal family trust — is projecting “ several hundred ” hotels in six years .
doing a 500-room Dream in Chicago , and Dreams are under development in Long Island City , New York ; Dallas ; Houston ; and Austin , Texas . Danziger is also working on a Dream in London .
The Time brand will evolve into an upper-upscale brand to complement Dream , Danziger says , with David Rockwell reinterpreting Time as an elegant , quiet lifestyle product . The Night brand will target the upper-economy segment . “ Maybe for US $ 6,000 a key you can be lifestyle ,” Danziger says of the revamped Night . “ You don ’ t have to have food and beverage , the front desk turns into a bar at night and rooms convert from daytime to nighttime settings .”
HHM also has plans to develop a third-party management and assetmanagement expansion strategy and will place sliver equity of loans where needed .
Danziger — who owns 25 % of the company alongside the 75 % owned by the Chatwal family trust — is projecting “ several hundred ” hotels in six years . He predicts , “ I think Dream ’ s going to be the leader , and I have to say that number could get significantly larger if I were to do something like franchise Night and the other brands .”
Virgin sneak peek
With the January 15 Chicago launch of Virgin Hotels around the corner , its leadership finally revealed some details about the concept , and in true Virgin fashion , it is a bit irreverent . It also focuses on eliminating customer “ pain points ” with free Wi-Fi and no bandwidth restrictions , street-level minibar pricing and no hidden fees at check-out . Rooms divide into chambers for privacy and cater to women travelers with a sit-down makeup vanity outside the bathroom featuring an oversized mirror . A custom-designed hybrid bed features an ergonomic headboard and erectable footboard , and an app controls the room environment and overall guest experience .
12 HOTELS December 2014 www . hotelsmag . com