Four Points by Sheraton in the past couple of years has found a marketing strategy with a head on it: making a pitch at beer-lovers.
"What we’re striving for at Four Points is that relaxed, uncomplicated stay – and really what exudes that more than a cold glass of beer after a hard day’s work? It’s not pretentious," said Scott Kerrkmans, the chain’s “chief beer officer.”
Beer’s also a good fit for the times, he said.
Beer can offer guests an affordable enjoyment (around $5 to $7 a pint) and an interesting experience that lets travelers who may not have time to leave the hotel learn about local tastes, he added.
"As long as our guests are getting that wonderful experience of craft beer, it’s no longer just a stay at a hotel," Kerkmans said.
The chain’s Los Angeles International Airport hotel started the concept. There, the general manager happened to be a beer-lover and he brought a selection of 100 different beers into the hotel’s bar.
By David WIlkening
