MCR Acquires 140-Key SpringHill Suites Fairfax Fair Oaks in Northern Virginia

USA, New York City, New York. July 31, 2018

MCR, the seventh-largest hotel owner-operator in the United States, has acquired the 140-room SpringHill Suites Fairfax Fair Oaks in Northern Virginia, which received a $1.4 million top to bottom renovation last year.

Just 20 minutes from Dulles International Airport (IAD), Fairfax, Virginia offers something for everyone in the family. See the first supersonic airliner, a Concorde jet, at the nearby Smithsonian Air & Space Museum Steven F. Udvar-Hazy Center, learn how George Washington made whiskey in 1799 at Mount Vernon's working distillery and ride Cannonball Slides at SplashDown Waterpark.


When business calls, the SpringHill Suites Fairfax Fair Oaks is close to Northrop Grumman, General Dynamics, Boeing, the National Reconnaissance Office and other corporate headquarters.


“Everyone should visit Fairfax,” says Tyler Morse, CEO and Managing Partner of MCR. “Historical sites, wineries, golf courses and the Wolf Trap Foundation for the Performing Arts make it the perfect getaway. In August, we look forward to welcoming family members of George Mason University's 36,000 returning students.”


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Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.