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Club Signia at Signia by Hilton Atlanta .
director and brand leader , said that post-pandemic , “ The standard executive lounge isn ’ t cutting it anymore for owners or guests .”
Owners are looking for ways to drive meaningful returns , he said , and customers are looking for exclusive , elevated and exceptional hospitality experiences . With this in mind , " We saw an opportunity to redefine what an elevated hospitality experience can be , taking the traditional lounge and rethinking how it works for
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both owners and guests ,” Berlin said .
The Signia by Hilton Atlanta will be the first new build for the brand when it opens in early 2024 and any guest will be able to upgrade to the very first Club Signia , regardless of loyalty status or membership , according to Berlin . This benefit is available to travelers who choose a Club Signia guestroom when booking . Hilton believes , he said , that this will be a great option not only for guests but also as a way to elevate meeting
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The Executive Lounge at the JW Marriott Dallas Arts District .
and event offerings for VIP and executive attendees . There will be a limit on the number of guests who can book the facility , Berlin said .
Club Signia is inspired by private membership clubs , noted Berlin , and will offer guests access to early check-in and late check-out , premium Wi-Fi and all-day food and beverage offerings that include “ club-style ” cocktail service , made-to-order snacks and small plates prepared with local ingredients .
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The Club Signia experience will also offer benefits and amenities beyond the lounge , including club ambassadors , responsible for guest preferences and needs , even prior to arrival . They will dispense personalized welcome amenities , experiences and “ thoughtful extras .” That could mean having a specialty tea in a guest ’ s room or , if the guest is arriving late after a long flight , ensuring that a small plate from the evening ’ s offering is waiting for them upon arrival .
Club Signia guests will also enjoy dedicated concierge services , priority access to exclusive programming and restaurant reservations , and use of private club meeting rooms and technology .
Hilton competitor Marriott continues to be a consistent provider of lounge-type facilities , but is adapting them to changing consumer tastes and interests , according to the company . Though The Ritz-Carlton Club continues to be a brand standard , with a dedicated concierge and accessible only to club floor guests , each space is distinctive depending on its location . For example , at The Ritz-Carlton New York , NoMad , guests can enjoy culinary offerings by celebrity chef José Andrés at the hotel ’ s Club Lounge , located on the 36th floor of the building and offering 180-degree views of downtown Manhattan and the Statue of Liberty .
Other upscale and luxury Marriott brands offer different versions of clubs and lounges . The M Club , available at select properties , is open to Marriott Bonvoy Members with Platinum Elite , Titanium
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44 hotelsmag . com Nov / Dec 2023 |