Grand Bay Sets Sights On Biz Travel

<B> Grand Bay Sets Sights On Biz Travel</B>

By Maria P. Vallejo

<I>Phoenix</I> - Grand Bay Hotels & Resorts is reaching out this year to travel managers and transient travelers as it dives into gateway cities nationwide.

The new brand, created by the consolidation of Carefree Resorts and Grand Bay Hotels, is expanding into major urban business areas, such as Chicago, Miami, Philadelphia and Toronto. This new urban mission brings benefits for corporate travel buyers.

"We're going to be more receptive now that we're going into the urban game," president Richard Holtzman said. "We want to personalize the programs to meet the companies' needs."

Grand Bay has added a new position at each of its urban locations dedicated to transient corporate negotiations. Previously focusing on group and incentive business at resort properties, the urban hotels will bring a new type of business to the luxury chain.

Travel buyers may be able to negotiate this year for more amenities, services and desired programs because Grand Bay wants to garner strong initial preferred corporate customer ties, Holtzman said. The company will be receptive to offering corporations and agencies upgrades, value added amenities and last room availability during the upcoming negotiation season.

"This is still early on in the game. I think we would be very flexible to more value-added aspects of things," Holtzman said. "We really want to recognize the corporations' needs."

Meanwhile, the company is in the final stages of developing a brand-wide guest history database, though no formal completion date is set. Additionally, it last week launched a separate toll-free Grand Bay reservation telephone number linked to parent company Patriot American Hospitality's central reservation system.

Grand Bay Hotel Coconut Grove in Miami is the only urban property open; the Toronto hotel will open in the fall. The Philadelphia hotel will open in late 1999, followed by Chicago in early 2000. Sights also are set on conversions in Los Angeles, New York, San Francisco and Washington, D.C.