Attracting new guest segments with long-stay rates
To both satisfy a new demand for long stays at hotels and help drive occupancy, Booking.com is introducing two new rate plans: weekly rates and monthly rates. The weekly rate plan requires a minimum length of stay of seven nights and the monthly rate plan requires a minimum length of stay of 28 nights. Hotels can set these as foundational rate plans with the flexibility to provide them based on their business needs, time of the year and cancellation policy of choice. Also, the company is launching a pilot program in several cities around the world to enable guests to book a stay longer than 30 nights in the same booking.
Montage targets e-learning opportunity
Orange County, California-based Montage Hotels & Resorts launched Montage Academy, a resort-based, distanced-learning program targeted at families whose children are experiencing remote learning this fall. Debuting September 8 at California hotels including Montage Deer Valley, Montage Laguna Beach, Montage Los Cabos and Montage Palmetto Bluff, the online academy offers access to an all-day monitored study hall and educational programming for guests ages 6 to 17, including elective activities from yoga to hiking, art to cooking and woodshop to conservation. Students may enroll in on an à la carte basis with five-day advance notice at US$175 for a full day or US$725 for a full school week (Monday-Friday). Pricing also may vary based on each Montage property.
In other news…
Dusit’s ASAI brand close to opening: Bangkok-based Dusit International will roll out its new ASAI Hotels brand this month with the opening of ASAI Bangkok Chinatown, followed by six more properties. Set to open September 15, the 224-room ASAI Bangkok Chinatown will have a large courtyard with an organic herb garden, and a restaurant and bar. Another ASAI hotel will open within 12 months in Bangkok’s Sathorn district, followed by three ASAI Hotels in Cebu, the Philippines; one ASAI hotel in the old Yankin area of Yangon, Myanmar; and another ASAI hotel in Kyoto, Japan.
Starhotels’ new managing director: Florence, Italy-based Starhotels appointed Francesco Brunetti managing director. Prior to joining Starhotels, Brunetti held senior management positions in international hotel chains including Hilton, ITT Sheraton, CIGA and Starwood, overseeing the merger of the latter with Marriott International.
