Global Update
The Courtyard and Residence Inn share a lobby with differentiating accent colors .
two Marriotts as one
The Courtyard by Marriott and Residence Inn now sit side by side at L . A . Live in downtown Los Angeles and prove the dual-branded trend is alive and well . The US $ 170 million project is the first branded select-service hotel to open in downtown Los Angeles in 20 years .
The two hotels are separated only through design aesthetic . Guestrooms share the same floors , with Courtyard ’ s golden-orange accents contrasting Residence Inn ’ s purple design elements .
The design allows guests of both hotels to have one arrival experience as well as a shared 24-hour fitness center , outdoor pool deck and business center . The Courtyard also offers Cafe Table 901 for both hotels , featuring bistro-style fare in a grab-and-go format .
Kimpton , the unbrand
San Francisco-based lifestyle operator Kimpton Hotels & Restaurants could reach the 100- hotel plateau by 2019 , according to new COO Mike DeFrino , which gives it greater potential to convert frequent travelers who might like the idea of more of an unbranded experience if they can find it in their most-traveled destinations . To further lure this group Kimpton recently relaunched its loyalty program , now Kimpton Karma , to reward members beyond stay transactions , as well as a re-imagined website to make it more engaging , easier to explore and book its hotels .
An example of how Kimpton is trying to compete more with big brands is in Austin , Texas , where it will open a “ grander ” 300-room hotel with more F & B and meeting space in April across the street from a Four Seasons hotel . “ We have to adopt processes that are
Kimpton COO Mike DeFrino has spent the past 17 years with the company . He opened all the Kimptons in Chicago and was the first employee in Washington , D . C . For the past eight years , he was senior vice president of hotel operations , managing the company ’ s growth from about 25 hotels to more than 60 .
going to help us run significant properties going up against , in some cases , luxury brands ,” DeFrino says . “ We have to bring our game to the next level .”
However , Kimpton ’ s sweet spot continues to be the upper-upscale niche . “ If we have a product that is interesting , fun and unique we don ’ t have to have 5-star service — if we do it with the right people , bring that friendliness and hightech access .”
DeFrino , a 17-year veteran of the company , says Kimpton is moving over the billion dollar mark in revenue this year with 60-plus hotels , will hit 80 hotels within two years and currently has 15 signed deals and five that are in the final stages of negotiation .
“ We ’ re creating a hybrid that is not a brand in the way that people look at brands ,” DeFrino adds . “ We ’ re trying to brand that Kimpton lifestyle feeling and experience and be very diligent about the execution of that from property to property . That is the key to our future .”
14 HOTELS September 2014 www . hotelsmag . com