Courtyard by Marriott Las Cruces Set to Open in New Mexico With General Manager Amy Miller at the Helm

USA, Bethesda, Maryland. August 12, 2019

Courtyard by Marriott Las Cruces is scheduled to open its doors in Las Cruces, New Mexico this Friday, July 5, 2019. Featuring an innovative lobby space as well as Courtyard's latest contemporary room design, the new hotel provides flexibility and choices that allow guests to optimize and elevate their travel experience. Located at 456 East University Avenue, the 126-room hotel will operate as a Marriott franchise, developed by a partnership between Allen Sigmon Real Estate Group and Total Management Systems both of Albuquerque, New Mexico, and managed by Total Management Systems.

Adjacent to the Las Cruces Convention Center and just a short drive from New Mexico State University, the Courtyard by Marriott Las Cruces offers guests convenient access to historic Old Mesilla, Spaceport America and Las Cruces International Airport.

Courtyard constantly researches trends and evolves to meet the changing needs of its guests. The latest room design offers hybrid zones for working, sleeping, relaxing and getting ready. The hotel features artwork and a color palette - Aggie Crimson, that is motivated by New Mexico State University.

"From day one, Courtyard has prided itself as a brand that listens to business travelers," said Janis Milham, senior vice president and global brand leader, Classic Select Brands. "Today's technology has changed how people travel. Our guests want a room that has purpose and flexibility that enables a seamless transition between relaxing and working. Courtyard is designed to offer them a relaxing and functional space to work the way they want to, when they want to."

The contemporary room design is intuitive and thoughtful, offering flexible yet comfortable spaces that enable technology. Each room provides modern furnishings and amenities, plush bedding topped with crisp linens, a light desk on wheels with an ergonomic chair, complimentary WiFi and a large flat-panel television. The guestrooms at the Courtyard by Marriott Las Cruces provides floor-to-ceiling windows offering awe-inspiring views of Las Cruces.

An upgraded, more spacious layout creates an enhanced bathroom experience. A "Shower Nook" housing shampoos and towels, makes amenities accessible without having to leave the shower.

The Courtyard by Marriott Las Cruces features the brand's latest lobby design, where guests can enjoy an open and modern environment outside of their rooms. As an extension to Courtyard's inviting public spaces, the newly designed Bistro is the epicenter of the lobby, which fosters social connections and collaboration with more flexible and informal seating options. As an ideal casual dining destination, the new Bistro offers guests a wide variety of fresh Classic American menu items with a contemporary twist. In the evening, the Bistro Bar also features an array of cocktails, beer and wine for guests to enjoy at the end of the day. The entire menu was carefully designed to offer a variety of flavorful, fresh items to satisfy every palate from morning to night.

Throughout the hotel, guests can connect with ample electrical outlets. The business library features several computer terminals, along with a printer and separate computer stations dedicated solely to printing airline boarding passes and checking flight status.

The four-story hotel features an outdoor swimming pool, a fitness center and guest laundry, 675 square feet of meeting space to accommodate functions of up to 72 people, and The Market, a 24/7 shop for snacks and beverages.

The Courtyard by Marriott Las Cruces and New Mexico State University has developed a partnership for Hotel Restaurant and Tourism Management students at the school. Hotel personnel, as well as staff of Total Management Systems will lecture in various classes throughout the school year and HRTM students will receive hands-on learning, and the opportunity to apply for internships and paid jobs at this property and all TMS properties.

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Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.