New York Hotels Target Sunday Night Stays

Sunday hotel occupancy rates in New York City traditionally drop an average of 20 percentage points from Saturday night occupancy rates.

By Derek Gale, Senior Associate Editor -- HOTELS Magazine, 10/1/2007

The Grand Hyatt New York is one of more than 30 New York City hotels to offer special rates and amenities as part of a citywide Sunday Stays promotion.

NEW YORK CITY Sunday hotel occupancy rates in New York City traditionally drop an average of 20 percentage points from Saturday night occupancy rates, according to NYC & Co., New York City's marketing and tourism organization.

"Sunday night is a problem with all hotels," says Maureen O'Brien, director of sales and marketing at Millennium Broadway Hotel. "Unless you've got a group, it's the lowest night of the week in terms of occupancy."

To combat that phenomenon, NYC & Co. worked with member hotels to develop NYC Sunday Stays, a promotion offering discounts of at least 20% off room rates, plus special amenities for guests who spend a Sunday night at participating hotels. The promotion targets regional visitors from the tri-state area, as well as business travelers and New York City residents.

"Whether a visitor is here for business or pleasure, NYC Sunday Stays encourages travelers to extend their trips through Sunday night, or come a day early to spend Sunday night in the city at a considerable value," says George Fertitta, CEO of NYC & Co.

Part of the promotion includes working to brand Sunday as "the new Saturday," O'Brien says. "Hotel rooms are less expensive, you can get reservations at the best restaurants, you can get Broadway tickets, it's far less crowded in the city, and if you work in the city, you can pack your bag and go to work the next day," she notes.

Participation in the promotion is open to any full-service hotel that is a member of NYC & Co. In addition to the Millennium Broadway, a group of six Marriott hotels, including the Marriott Marquis, is participating, as are the five W New York hotels, plus many other individual properties.

"Early signals show that it's going to be a success," notes Casper van Eldik Thieme, director of sales and marketing at the Grand Hyatt New York, which is offering guests 20% off the best available rate for Sunday night, a cocktail voucher for one or two, and free breakfast Monday morning in the Manhattan Sky restaurant. The hotel will run the promotion through February, he says, and may turn it into a recurring offer depending on how much it drives business.

The six Marriott properties will extend the promotion through March, offering 25% off their "stay for breakfast" rates on Sunday arrivals, along with complimentary breakfast for two and additional specialized amenities-such as a welcome gift or room upgrade-at each of the hotels.

Kathy Duffy, spokeswoman for the Marriott hotels of New York, says she expects leisure travelers- especially those with weekdays off who may be looking for a bargain-to take advantage of the deal. She also says the Marriott hotels will use a special rate code to track exactly how many guests take advantage of the promotion.