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January 29, 2019

Supplier News: Brand Updates From Caesars, Meliá




New brand updates from major hotel companies and a new hotel in Brazil lead this week's supplier news in the meetings and events industry. 

Caesars to Launch Non-gaming, Lifestyle Hotel Brand

Caesars Entertainment is expanding into non-gaming hotels with the launch of a new, non-gaming lifestyle hotel brand – Caesars Republic – and the launch of its first non-gaming hotel in the United States, the Caesars Republic Scottsdale

Expected to break ground in the second half of 2019, the Caesars Republic Scottsdale will be located adjacent to the region’s premier luxury retail destination, Scottsdale Fashion Square, and will be a four-star hotel developed by HCW Development and operated by Aimbridge Hospitality. Caesars Entertainment will license its brand, advise on design elements and integrate the industry’s leading loyalty network, Total Rewards.

This modern 11-story glass structure with 266 rooms will be developed at the intersection of North Goldwater and East Highland Avenue. The interior décor will incorporate rich textures and strong architecture, juxtaposing soft curves and bold accents in a chic and classy lobby, with designs curated throughout the guest rooms, Caesars said. The first-floor bar will be the spot for an after-work cocktail or glass of wine after a day of shopping. The signature restaurant will aim to offer a sophisticated, high-energy environment that will synergize with surrounding trade areas, catering to both locals and hotel guests alike. There will be an abundance of outdoor seating on the patio with views of Camelback Mountain. In addition, there will be a coffee shop, for a casual business breakfast or as a grab-and-go option.

In addition to the mixture of kings, double queens, one and two-bedroom suites, guestrooms in the hotel will also include a bridal suite, and on the 11th floor, five luxury entertainment suites. On the second floor, there are five breakout rooms which will accommodate up to 40 people each or can be opened for events up to 200. The second-floor executive board room is capable of seating 16 at a permanent table.

Caesars Republic Scottsdale will also have a 7,000-square foot column-free ballroom with 34-foot sliding glass doors which open out onto the adjacent lawn, suitable for outdoor events for up to 600 people. The ballroom is divisible into four sections and can accommodate banquets up to 500. The ballroom’s LED lighting system will allow event organizers to customize the look and feel of their event with the ability to change the ceiling color.  Additionally, the ballroom will have a sound, Internet and audio-visual system.

On the Caesars Republic Scottsdale's will be the seventh floor will be a rooftop pool and bar - the only rooftop pool in Scottsdale - with views of Camelback Mountain. The pool will host activities such as yoga at nine and champagne at 11. The rooftop bar will serve specialty drinks by HCW’s mixologist. There will be weekend brunches and lively afternoon energy year-round. This area will also serve as private event space for exclusive groups or company events. Adjacent to the pool will be the hotel’s fitness center.

Caesars Republic will be positioned as a lifestyle hotel brand. It will also mark the first brand from Caesars Entertainment designed exclusively for non-gaming hotels. The brand pays homage to the dynamic energy of Las Vegas – celebrating rebellious spirits and beckoning its guests to unleash their alter egos. Just as all republics are social in nature, Caesars Republic incorporates thoughtful details and brand rituals to facilitate connections among its guests, the company said. Additionally, no two hotels within the brand will be exactly alike – everything from the décor to the culinary offerings are inspired by local traditions and tastemakers.

This announcement follows the late 2018 opening of Caesars Entertainment’s two beachfront luxury resorts and beach club on Meraas' Bluewaters Island in Dubai. Additionally, Caesars announced plans last year to develop a non-gaming Caesars Palace resort along the coast of Puerto Los Cabos, Mexico.

Photo by Tom Schaefer Photography

Meliá to Revamp INNSiDE by Meliá Brand With Bleisure Focus

Meliá Hotels International has announced plans to revamp its INNSiDE by Meliá brand. Previously focused on centrally located, urban lifestyle hotels, in 2019 INNSiDE by Meliá will expand to resort destinations in order to bring a stronger leisure and wellness offering to its portfolio, Meliá said. 

Meliá said the move would help the company target Millennials in the mid-scale lifestyle category by expanding into resort-led destinations, where the lines between work and leisure are becoming more fluid. INNSiDE will have 22 hotels, with plans to expand into resort locations in Europe and Indonesia, including Fuerteventura, Mallorca and Bali, as well as urban locations in Asia, Europe and the Middle East.

Relaunching in 2019, the brand will focus its strategy on sustainability, holistic bleisure, music and local culture, to introduce initiatives that target Millennials. The properties will aim to provide a space and place that embraces the local culture and creates environments where guests can work, workout, rest and play. To encourage them to discover new neighborhoods, guests will have access to INNSiDE city guides, with local sights and wellness tips.

INNSiDE by Meliá is set to be a flagship for sustainability for Meliá Hotels International, the company said. The new brand will use recyclable materials throughout properties, work with hyper-local suppliers and guarantee no single-use plastic. 

The lifestyle hotels will aim for a “holistic bleisure” feel, with fitness suites, digital fitness software and on-site swimming pools. Daily yoga classes will be available at the brand’s beach locations, with weekly classes available at urban locations. 

Rooms will be renovated to provide cozy in-room amenities, including bathrobes, slippers and flip flops, a coffee machine, complimentary minibar, with fresh juices and local beer. Smeg fridges will be available to Superior+ guests, packed full of healthy treats, drinks and snacks. Superior+ rooms will also have high-end sound systems, complimentary streaming services and complimentary bike rental to encourage guests to explore the local area. Guests will be able to relax in a hammock in resort locations or a hanging chair in urban destinations.

All properties will have open lobby spaces for meetings, whether social or business, as well as creative meeting room spaces including a cinema, wellness studio and recording studio, which can be hired for events and functions. 

DoubleTree by Hilton Expands to Brazil

Hilton and Atlantica Hotels have announced the signing of a management license agreement whereby Atlantica plans to develop and manage DoubleTree by Hilton hotels in Brazil. As part of this agreement, the companies also announced the first planned DoubleTree by Hilton hotel in Porto Alegre, Brazil.

Scheduled to open in 2021, the first DoubleTree by Hilton hotel in Brazil will be located at Padre Cacique Avenue, in the city of Porto Alegre and Rio Grande do Sul state. The 141-room DoubleTree by Hilton Pontal Porto Alegre will form part of a large complex developed by Melnick Even, which includes a shopping mall and office tower. The hotel will have over 10,700 square feet of meetings and events space, providing a welcoming ambiance perfect for business meetings or social activities.

DoubleTree by Hilton joins Atlantica's portfolio of 19 brands represented by 120 hotels in Brazil, including Hilton Garden Inn. Hilton and Atlantica have opened four Hilton Garden Inn hotels in Brazil, including the recently-debuted, 153-room Hilton Garden Inn Itajaí, located near Brava Beach, Hilton Garden Inn Goiania, Hilton Garden Inn Belo Horizonte and Hilton Garden Inn Santo André. The companies plan to open two additional Hilton Garden Inn hotels in Fortaleza and São Paulo.

Hilton currently has a portfolio of more than 140 hotels and resorts open to welcome travelers in the Caribbean and Latin America, including seven hotels in Brazil. The company is actively pursuing additional growth opportunities and currently has a robust pipeline of more than 90 hotels throughout the region.

The two new small meeting spaces at The VERVE Crowne-Plaza Boston-Natick complement all ten of the hotel's meeting spaces, such as the Aquarius Boardroom (pictured).

Two New Small Meeting Spaces at The VERVE-Crowne Plaza Boston-Natick

The VERVE-Crowne Plaza Boston-Natick has opened two new spaces designed for smaller meetings. 

Located in the MetroWest area of Massachusetts, the new venues bring the hotel's total meeting space to 17,000 square feet. The property can accommodate five to 400 guests in a variety of meeting rooms and ballrooms that can be set in different styles to meet the needs of any meeting, conference, or event.  Setup styles can include rounds, conference style, theatre style, classroom style, or even pods. Experiences are brought to life by an on-site meetings director, who is a dedicated point of contact for entire events. The hotel can also offer complimentary Wi-Fi and a full range of audiovisual equipment to fit any group’s needs.

Accommodations at The VERVE-Crowne Plaza Boston-Natick pay tribute to 20th century American pop culture, as do various elements of its meetings experience. Groups can enjoy a variety of breakfast options, snacks, meals, buffets, and more. To complement the hotel’s take on pop culture, all dining options are carefully curated based on favorite movies, artists, and stars, ranging from the “Bene and the Jets” breakfast to the “Cheers” lunch buffet. Additionally, in between meetings, guests can relax at Pantry, the signature American restaurant, and Violet Thorn, a lounge serving premium hand-crafted cocktails, both located in the hotel.

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