Carolina Hotel Investors-Crabtree Opens Newly Renovated DoubleTree by Hilton Raleigh Crabtree Valley

USA, Raleigh, North Carolina. November 28, 2018

Hilton today announced the addition of DoubleTree by Hilton Raleigh Crabtree Valley to the brand's global portfolio. The 12-story, 176-room hotel - first opened in 1973 - is a valued part of the Crabtree landscape. Situated just off the beltline, the hotel is minutes from all that Raleigh has to offer.

The hotel is owned by Carolina Hotel Investors-Crabtree, LLC, and managed by Atma Hotel Group out of Chapel Hill. The modern hotel recently underwent a multimillion-dollar renovation where the guest rooms, meeting space, public areas and on-site restaurant were all completely renovated.

As the newest Hilton property in the Raleigh area, the DoubleTree by Hilton Raleigh Crabtree Valley team looks forward to providing the exceptional service and world-renowned hospitality that Hilton is known for.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.