Overseas visitors to Los Angeles County are an increasing part of the hotel trade here these days, prompting us to ask executives at a range of establishments what segment of the international market has captured their focus, and how they market themselves to those potential customers. Edited excerpts of their responses follow.
Loews Hollywood Hotel
“At Loews Hollywood Hotel, our primary international traveler is an entertainment enthusiast. We leverage the hotel’s prime location in the heart of Hollywood, steps from the Walk of Fame, TCL Chinese Theatre, and Madame Tussauds. Especially with European travelers, we emphasize Loews Hollywood’s proximity to the Metro, which offers short rides to Universal Studios and Downtown L.A.
The partnership Loews Hollywood has with the Dolby Theatre (in Hollywood) is another key attribute, as many international travelers are interested in the home of the Academy Awards, and are keen to stay at the same hotel that their favorite stars stay in every year.
The hotel’s partnerships with LAX (Los Angeles International Airport) and LATCB (Los Angeles Tourism & Convention Board) help us sell the destination and provide additional marketing to promote the Hollywood area. With the additional support of our international consortia partners, we also have dedicated marketing funds for digital and printed collateral to further connect with these international travelers.”
“We have found that the Australian, Chinese and Brazilian markets continue to be particularly strong, and as part of our recent reopening following a multi-year reimagination, we’re in the process of designing and implementing touchpoints and programs, tailored to appeal to these guests, with early examples such as tea service and comfortable slippers, which are appreciated by our visitors from China.”
Peninsula Beverly Hills
“We welcome a number of Japanese guests to Peninsula Beverly Hills, many with language, dining and travel needs that require extra special care. Japanese magazines and newspapers can be placed in their room along with special robes and slippers, tea kettles, and monogrammed pillowcases. Our in-room Peninsula Tablet is there to assist and is available in Japanese (and 10 other languages), allowing full control of all in-room functions enabling access to dining menus, lights, thermostat and TV channels so guests feel at home. When it’s time to leave the hotel and explore Beverly Hills, guests need not worry about transportation, our staff will arrange a Japanese speaking driver, tour guide or translator to accompany them wherever they choose to go.
“With our ‘Peninsula Time’ program, we offer flexible check-in and check-out allowing international guests to come and go at any hour of the day or night. This means a guest flying in from Tokyo at 6 a.m. can check-in, shower and even order a traditional Japanese breakfast from a menu printed in their language all before 10 a.m. Guests need not worry about renting a car; we’ll have a complimentary BMW rental available for them if they reserve a suite.”
Shutters on the Beach
“At Shutters on the Beach, our international guest are individuals, couples and families that are well traveled and looking for a luxury beach experience in a laid back setting. The architecture and design of our hotel is an homage to a Nantucket Beach house.
“We attract visitors from all over the world including Europe, South America and the Middle East. We market to each of those areas through trade shows such as ILTM (International Luxury Travel Market), digital marketing and in-market representation.”
Vice president and market general manager, JW Marriott Los Angeles L.A. LIVE and Ritz-Carlton, Los Angeles
“We continue to welcome more and more travelers from Asia, with Los Angeles a gateway city for many of these travelers arriving to the U.S. While our hotels have implemented certain amenities to make the travel experience more seamless for these guests – such as tea and teaware, prayer rugs, local phone cards, adaptors and destination guides in multiple languages – our true focus remains on service levels and personalization. Discerning international travelers are increasingly searching for unique experiences, but also expect a certain quality of service. Our team of Ladies and Gentlemen are the curators of these singular experiences, offering insider knowledge to guide travelers on a one-of-a-kind journey through local culture.”
Hotel Casa del Mar
“At Hotel Casa del Mar, we believe that the experience of our international guests – particularly those from the UK (United Kingdom), France, Argentina and Brazil – is intensely personal. To better reflect our international clientele, we have brought together a team of (hotel) leaders from around the world that represents our guests’ cultures and surpasses their expectations.”
Hollywood Roosevelt Hotel
“The Hollywood Roosevelt has made the strategic decision to focus on growing our international business from the Australian and UK(United Kingdom) markets in 2018.
We have seen growth in incentive group bookings coming from the Australian market, and that is something we’d like to continue to nurture. From the UK perspective, we see huge opportunity in both the corporate and leisure verticals.
We really take a one on one approach and work to impact both of these markets through our personal relationships and connections, speaking with and educating our preferred travel agents, meeting planners and corporate account representatives.”
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