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Triple-branded hotels have plenty to offer both developers and guests.

Primary Category: Opinions

Secondary Categories: Brands

Triple-brand hotels, which feature three hospitality brands in the same footprint, are suddenly dominating hotel development—and for myriad reasons.

These hotels attract an expansive range of guests within the same location. By sharing the same development, amenities, back-of-house operations and sometimes even employees, tri-branded hotels provide vast operational and financial benefits for developers. Business, leisure and group travelers benefit from enhanced choice and amenities while still allowing for customized, individual brand experiences.

Why tri-brand properties offer attractive opportunities
For developers: Tri-branded hotels give developers the opportunity to create three unique properties with different room rate structures and customized guest offerings. By leveraging common amenity packages and larger, enhanced communal areas, these properties entice various guest segments and profiles including leisure, business and group travelers. As such, these properties deliver exceptional experiences and value-added services for guests that wouldn’t necessarily be present at one of the standalone properties. The property delivers each hotel brand’s unique signature experience that customers have come to expect. This allows tri-branded hotels to cater to several different customer types within one convenient location and gives hoteliers brand building opportunities within their portfolio.

For guests: Tri-brand hotels offer guests a one-stop-shop to fulfill all their needs and expectations. For leisure guests, the variety of room types and price points enhances comfort and convenience. For guests traveling in groups, it allows them to select a property based on their unique preferences, room type or price range. And, they get the bonus of having shared and enhanced amenities such as rooftop pools, bars and meeting spaces, which might not normally be available at an individual property of their choosing. For meeting planners, booking a tri-brand hotel allows them to negotiate several room types at different price points—all in one convenient location.

Nashville’s first tri-branded Marriott
Nashville is home to Marriott’s first triple-branded hotel featuring an AC Hotels by Marriott, Residence Inn by Marriott and SpringHill Suites by Marriott. Catering to business, extended-stay and leisure guests, the property is located across from the Music City Convention Center. The AC Hotel by Marriott Nashville Downtown includes 209 guestrooms and offers a European-inspired sleek and sophisticated design. Guests can kick back at the AC Lounge with local craft beers and hand-crafted cocktails. The Residence Inn Nashville Downtown/Convention Center has 136 guestrooms, offering travelers a fully equipped kitchen, laundry facilities, 24-hour marketplace and free grocery delivery service. Lastly, the SpringHill Suites Nashville Downtown/Convention Center has 125 guestrooms that feature separate living, working and sleeping spaces with sofas designed to convert into trundle or daybeds. The triple-branded property shares amenities including a rooftop bar, indoor/outdoor rooftop pool and more than 9,000 square feet of meeting space.

Chicago’s triple-branded Hilton
Chicago boasts the first Hilton triple-branded hotel consisting of the Hilton Garden Inn Chicago McCormick Place, Hampton Inn by Hilton Chicago McCormick Place and Home2 Suites by Hilton Chicago McCormick Place. Catering to business, leisure and group travelers alike, the property is connected by a skybridge to McCormick Place—the country’s largest convention center. The Hilton Garden Inn has 184 guestrooms featuring the brand’s signature bedding and equipped with an in-room mini fridge, microwave oven and coffeemaker. The Hampton Inn has 187 guestrooms and includes the brand’s signature free, hot breakfast. Home2Suites has 95 suites featuring fully-equipped kitchens with a sink, refrigerator, dishwasher, microwave, cookware, cups, plates and utensils. Like the Nashville tri-brand Marriott, the Hilton property shares communal areas and amenities like an indoor pool, exercise room, 24-hour business center and 7,000 square feet of event and meeting space.

A new way to choose
Triple-branded hotels offer guests more choices under one roof, boasting enhanced amenities and options that cater to travelers varied preferences, needs and price points. For developers, there are many operational, financial and brand-building benefits. The future is bright for these tri-branded hotels that cater to many different types of guests as their needs and expectations continue to evolve.

Harry Wheeler AIA, NCARB, LEED is a principal at Group One Partners, Inc., an award-winning hospitality design firm based in Boston that specializes in architectural, interior design, and purchasing services for hospitality properties. Wheeler is a registered architect in more than 15 states and a member of numerous architectural, lodging, and marketing associations. For more information visit www.grouponeinc.com or email Wheeler at harry@grouponeinc.com.

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