New Chain Suites Capitalize On Demand For Value

Marriott's Renaissance and other such major brands as Best Western International and the W brand of Starwood Hotels & Resorts Worldwide either have added more suites to their recently renovated hotels or opened new all-suite properties.

For buyers, the advantage of including these properties in their hotel programs is twofold: the benefit of name recognition that comes from offering travelers a nationally known brand and the price-value equation that's an inherent part of the all-suite concept.

Business travel buyers recognize the value of extra space a suite provides often at the same price or at a slight premium to the cost of a regular transient hotel room.

Symbolizing the continued viability of suites in the marketplace, St. Louis developers included 43 suites in the 918-room Renaissance Grand Hotel, which opened this spring directly across the street from the all-suites tower of the 165-suite Renaissance St. Louis Suites Hotel, which opened in April 2002.

That Kimberly-Clark Corp., the project's main developer, chose Renaissance—part of Marriott International—to manage the all-suites tower is noteworthy in itself. Renaissance is not a brand usually associated with an all-suites product in the way such brands as Hilton Hotels Corp.'s Embassy Suites or Prime Hospitality's AmeriSuites are.

Travelers have different associations—and hence different expectations—of brands as diverse as Renaissance, Best Western and W. W, for example, is known for its style-consciousness as well as technology-oriented amenities. Each of these hotel brands now is managing a limited number of all-suite properties. Best Western, for example, in February opened the 700-suite Tuscany in Las Vegas, the largest hotel in its system, while W in mid-2000 opened its only official all-suites entry, the 174-suite W Suites in Newark, Calif.

"Travelers who are in St. Louis for more than a few nights tell us they really like the suite option because of the extra space," said Traci Russell, director of sales and marketing for both Renaissance properties. Russell said consulting firms are among the suite properties' top accounts for this reason.

Suites now make up almost 5 percent of the renovated Renaissance Grand's room mix. Yet, Russell made a clear distinction between this inventory and the units in the suites property across the street. "The suites in the Grand are designed more as deluxe accommodations or for entertaining," Russell said. Included are a chairman's suite, four presidential suites and eight luxury suites. "By contrast, the units in the Renaissance Suites Hotel are all one-bedrooms with a separate living area and working desk. They're hardly intended for hosting receptions because the layout and space are not designed for that purpose."

Similarly, the suites in the Renaissance Suites Hotel have wet bars, refrigerators and coffeemakers. "These features, for example, are for guests who may be working late in their rooms and want a snack or light meal," Russell added. Kitchens and defined work areas generally are characteristics of all-suite inventory. "For extended stay travelers who want to be in this location, which is within walking distance of a number of corporate headquarters and adjacent to St. Louis' America's Center convention center, the Renaissance Suites would be the logical choice," she said. Guests are welcome to check in at either property, have signing privileges at both properties' restaurants and are welcome to use either property's fitness facility.

In addition to its all-suite configuration, the Best Western Tuscany varies from Best Western's basic prototype in two ways: It features an extensive amount of meeting space and has a choice of restaurants, including a fine dining restaurant. "Yet, the hotel is totally appropriate for its location two blocks from the Las Vegas Strip," said Thomas Higgins, Best Western president and CEO. "Plus, it underscores the fact that as a membership association with 4,000 hotels, Best Western's inventory covers a wide range."

The W Suites Newark, Calif., is located across from the Sun Microsystems campus in this Silicon Valley town. "The all-suites configuration made sense, because most of our guests are business travelers and their lengths of stay were likely to be longer than the traditional W guest," said Lisa Zandee, W corporate director of sales and marketing.

Zandee made a distinction between longer-term stays and true extended stay usage. "It's not an extended stay hotel, but its specific location suits its market, which tends to be longer stay." The business focus is so strong that the property added a meeting room last year to satisfy demand from local corporate groups. Still, the W Suites has all the brand standards that can be found in regular Ws, including the living room lounge in the lobby.