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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Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.