Midwest Lodging Group Opens TownePlace Suites by Marriott in Jackson, Michigan

USA, Jackson, Michigan. January 10, 2019

Get ready to be real and be you on long stays. Marriott International's TownePlace Suites by Marriott Jackson is now open. On average, a TownePlace Suites opens every six days. Built for travelers looking for a simple and friendly place where they can settle-in, keep their routine, and easily connect to the Jackson area. The new hotel will operate as a Marriott franchise, owned and managed by Midwest Lodging Group.

“We are excited to introduce the TownePlace Suites brand to the Jackson area,” said Diane Mayer, vice president and global brand manager, TownePlace Suites. “At TownePlace Suites, we get it. We want to go above and beyond to do everything we can to make our guests feel comfortable. We encourage our guests to be real, and help them to do so by providing a seamless residential atmosphere with a friendly staff who genuinely care about our guests. That is what our brand is all about, and this property is a great example of that.”

All service team members are thoroughly trained on local knowledge and look forward to connecting guests to the local area. Our floor-to-ceiling TowneMap® also helps guests instantly acclimate themselves to Jackson by featuring great places to eat, play and live (explore). The new hotel offers guests convenient access to the Westwood Mall, Cascade Falls, the Ella Sharp Museum and the Sandhill Crane Vineyards.

Ideal for travelers who need accommodations for longer stays, this new property offers suites with fully equipped kitchens, as well as separate living/working and sleeping areas. Guests can work and relax on their own terms in modern suites that feature full kitchens with stainless steel appliances and granite countertops, adjustable work spaces with built-in shelves and lighting, a large flat screen television, as well as luxurious new bedding. Most rooms also feature the Home Office™ Suite, designed to provide guests with plenty of storage and flexible space to spread out and make it their own.

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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.