Trends

-- Hotels, 5/1/2007

Strategic Appeal To Wine Novices

Strategic Hotels and Resorts, Chicago, knows from guest surveys that its younger clientele are becoming increasingly curious about fine wine. Realizing that they also want a more interactive entertainment experience from their hotels, Strategic sought to add value to its stagnant tea rooms by combining the two. Partnering with The Puccini Group, San Francisco, Strategic opened the first of its Eno wine, cheese and chocolate bar concepts at InterContinental Chicago in December, with plans to expand the Eno brand to four other properties later this year.

Eno-short for enology, the study of winemaking-is a modern space inspired by Northern California wine cellars. It is intended to be inviting to wine novices, as well as connoisseurs. "The model was designed to be hip, fun and interactive in a relaxed, non-intimidating environment," says Strategic CEO Laurence Geller.

Eno is decorated with glass-encased wine racks containing more than 5,000 bottles comprising about 500 varieties. The bar offers 35 types of cheeses, as well as a nightly selection of handmade chocolates. The InterContinental hosts "EnoVersity" classes, which cover the history of wine and practical applications, including proper pairings with cheese and chocolate.

Only about one-third of Eno patrons are hotel guests, with an average check of US$45, Geller says. The bar is getting 90 to 140 covers per day.

Hoteliers Take Loyalty Rewards Off-Site

Hotel companies are continuing to expand their loyalty rewards programs beyond the standard free-stay offerings.

Moments by Starwood Preferred Guest is a new auction site allowing members to use Starpoints to bid on tickets to exclusive engagements, such as sporting events, concerts and film premieres. It is an attempt by Starwood to extend lifestyle branding to "everyday life," says Robin Korman, vice president for loyalty marketing. "We wanted to be relevant to guests and meet their interests outside the hotel." Since the auction site launched in December, the most sought-after tickets were for Super Bowl XLI. Two seats to the big game drew a bid of 552,500 Starpoints; by comparison, a night at a Westin usually costs 10,000.

Not to be outdone, the original hotel loyalty auction program, IHG's Priority Club Rewards, has added a golf category to the existing baseball and NASCAR categories. And, though not an auction program, Hilton HHonors is offering a new Experience Rewards category, allowing members to exchange points for experiences like hot-air balloon rides, sky diving excursions or winetasting sessions. HHonors points can also be redeemed for vehicle rentals.

Holiday Inn Turns Icon Status Into FASHION SYMBOL

Holiday Inn may not be the most exotic or luxurious brand out there, but it has officially gone pop culture. U.S. fashion distributor Junk Food Clothing has begun selling licensed T-shirts emblazoned with the icon's famous logo, accompanied by catch phrases like "Sleep with the Best" and "Do Not Disturb." The T-shirts, which tap into the vintage fashion trend popular with American youth, are being sold at high-end retailers, including Saks Fifth Avenue, Macy's and Nordstrom, for about US$40.

The idea of marketing T-shirts had been circulating internally at Holiday Inn for several years, says Mark Snyder, vice president of brand management, before Junk Food approached the company about putting the concept in motion. "The Holiday Inn T-shirts are a fresh and fun way to engage new generations of travelers," Snyder says. "Everyone has memories of Holiday Inn, and the shirts are a way to acknowledge those while bringing the experience forward to a new audience.

The brand's refusal to take itself too seriously resonates with its core market, Snyder says. "Holiday Inn has a personality, and that is part of the reason why guests have continued to connect with the brand for more than 50 years. The T-shirts pay tribute to our brand's rich heritage, but with a wink and a smile that shows we are continuing to evolve for today's travelers."