Two Roads elevates tech, localization as brands grow
Two Roads elevates tech, localization as brands grow
14 SEPTEMBER 2018 8:16 AM

Executives at Two Roads Hospitality’s 2018 Travel Industry Advisory Board meeting in Aspen, Colorado, said the growth of all brands under the company’s umbrella is focused on community, technology and personalized experiences.

ASPEN, Colorado—Each brand under Two Roads Hospitality offers its own defined experience, but there are some things that are universal, executives said at the brand’s Travel Industry Advisory Board meeting in Aspen, Colorado, this week.

“We have made huge strides in identifying the brands and having distinguished themselves from each other,” said Sherri Gilligan, chief marketing officer at Two Roads. “What that does is, we’ve landed on two core things … so our brands are very different and unique, but what pulls them together … is the celebration of the individual and the community that they are in.”

Across the Two Roads portfolio of brands—which includes Alila, Destination Hotels, Thompson Hotels, Tommie and Joie de Vivre—GMs are encouraged to embrace the community and the individual, Gilligan said.

“We encourage (our GMs) to embrace the community because that’s what people want,” she said. “They want to come to great experiences where they feel like they are part of the community.”

Two Roads has started to embrace the individual customer more by rolling out a new CRM platform, which keeps profiles on guests who book at hotels across the portfolio. When a guest checks into a hotel, Gilligan said, the front-desk associate won’t have to ask if that person has stayed at that brand before because the pop-up on the screen will let them know if he or she is a new or returning guest.

With high-tech comes high-touch, which Gilligan said Two Roads already has.

“What I always say is a lot of companies are doing the technology stuff, but we’re so high-touch, every time there’s a new technology, high-touch goes up even more,” she said. “So the classic example … is microwaves came in, and all of a sudden gourmet cooking became huge.”

Another initiative Two Roads has put in place within the last year is to create marketing videos for properties that show more of the location rather than the hotel itself, to tie in the local experience.

Guests don’t want to see the room, lobby and bar, Gilligan said; they want to see the neighborhood they will be experiencing.

Two Roads will also be launching a brand recognition program next year, which will allow the company to invite guests to properties that make sense based on their past stays and preferences, she said.

Two Roads Hospitality’s 2018 Travel Industry Advisory Board was held at The Gant, a Destination Hotels property, in Aspen, Colorado. (Photo: Danielle Hess)

Todd Wynne-Parry, EVP of global acquisitions and development, said Two Roads is growing all of its brands, but one notable highlight is the expansion of the Thompson brand.

“The expansion of the Thompson brand into markets across Texas to California, as opposed to just the east coast,” is exciting, he said.

He also noted “the success of The Cape, (our) Thompson hotel in Cabo San Lucas and how that’s brought the possibility of doing an urban or commercial corporate-style hotel in a resort location with a sophisticated lounge, rooftop bar and … urban interior design into a more leisure-oriented location, that has fueled a lot of development opportunities for us elsewhere—in the Caribbean, in Europe and in California.”

The brand currently has a Thompson and a Tommie, which Wynne-Parry described as “Thompson’s little brother,” under construction within the same development site in Hollywood, slated to open within the next year and a half.

“We look to grow all the brands without any sort of preference or prejudice one way or the other,” he said. “Moving through them, we really want Thompson to be in each of the top MSAs (metropolitan statistical areas) in the U.S. and then in the gateway cities worldwide.”

Two Roads’ Alila brand is also making its move into different markets from Asia with the addition of the Ventana Big Sur, an Alila Resort in California, Wynne-Parry said.

There’s strong interest in Alila, he said, and new properties will be announced under the brand in the Caribbean and Mexico in the future.

Editor's note: Two Roads Hospitality paid for travel expenses and accommodations. Complete editorial control was at the discretion of the Hotel News Now editorial team; Two Roads had no influence on the coverage provided.

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