MEININGER Hotels to Open Its First U.S. Property in Washington, D.C.

USA, Washington, D.C. December 06, 2018

MEININGER Hotels has signed a long-term lease agreement with Altus Realty, the project owner and developer, for a hotel in Washington, D.C. Located at 35 New York Avenue NE in the NoMa neighborhood, the new hotel is scheduled to open at the end of 2020 and will feature 154 rooms and 616 beds.

The MEININGER Hotel Washington D.C., with a gross floor area of 74,500 square feet, will be a newly built 13 story property. Staying true to MEININGER's concept, the room categories will range from classic double rooms to private and shared multi-bed rooms. There will be ample public areas on two floors including a large reception, lounge and bar area on the ground floor and a breakfast area, guest kitchen and game zone on the second floor.

"We are very pleased to be able to realize our first project in the USA in the capital Washington, D.C. With an abundance of school and youth groups visiting, cultural offerings and as the political centre of the country, Washington D.C. is the ideal city to introduce MEININGER to the North American market. We are also proud to have Altus Realty, an experienced partner, by our side for this project," declared Hannes Spanring, CEO of MEININGER Hotels.

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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.