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Biz travel up; so hotels re-doing lounges
With business travel picking up, expect to see more moves such as Starwood Hotels & Resorts Worldwide, Inc. investing more than US$108 million to upgrade 120 of its Club Lounges around the world.
“Sheraton Club Lounges are rated as one of the top two benefits of staying at a Sheraton by Starwood Preferred Guest members, who account for half of all Sheraton hotel bookings.
Additionally, 50 percent of Sheraton loyalists like the option of purchasing an upgrade to the Sheraton Club experience, which is available for an average of $75 extra per night,” says Starwood in a press release.
Typically, lounges are getting more residential-like touches. Improved technology and healthier food are also being upgraded.
“The time is appropriate,” said hotel consultant Bjorn Hanson.
Upscale hotels in the past two years have deferred investments up until now.
Lounges are generally areas set aside for premium customers to work and relax, far from the hotel’s lobby.
The Sheraton’s upgraded club lounges will have better views, upgraded services, free Wi-Fi, high-quality printers, flat screen televisions and even game tables.
Some will be open 24 hours a day. Other hotels doing new lounges include:
—J.W. Marriott Hotels is also updating or planning new executive lounges for many of its properties, reported The New York Times. Some will have “vanishing bars,” and custom furniture by day that opens in the evening for cocktails, said Mitzi Gaskins, vice president and global brand manager. All will have a concierge.
—Hilton Hotels & Resorts is planning executive lounge improvements in many of its properties, including those in development, said Dave Horton, global head of the Hilton brand. “It’s a key focus.” The company was not ready to release details.
—Fairmont Hotels & Resorts have plans to upgrade that could include elements such as lights that dim to change the mood to help travelers relax, said Clarence McLeod, corporate director of Fairmont Gold, the brand’s premium level. Other ideas include libraries with e-readers, and sound rooms with high-end equipment to listen to music.
By David Wilkening
David
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