Pacifica Hotels Acquires Residence Inn by Marriott Anaheim Hills Yorba Linda

USA, Orange County, California. February 05, 2019

Pacifica Hotels, the largest owner and operator of independent hotels on the Pacific Coast is expanding further into the global brand select service category with the acquisition of the Residence Inn by Marriott Anaheim Hills Yorba Linda, a joint venture with Santa Barbara Capital. This latest acquisition joins Pacifica's other branded assets including Courtyard by Marriott King Kamehameha Kona Beach Hotel, Hilton Garden Inn Kauai Wailua Bay, Hilton Garden Inn at Port St. Lucie and Springhill Suites by Marriott Paso Robles Atascadero.

The property is situated along the southern edge of California Highway 91, approximately 20 miles from John Wayne International Airport, which welcomes over 10 million travelers annually. The hotel's location serves as a gateway between the Anaheim metro area to the west and the Inland Empire to the east. In the epicenter of Orange County's entertainment venues, Residence Inn by Marriott Anaheim Hills Yorba Linda offers ideal accommodations for guests enjoying iconic attractions and institutions, including Disneyland, Big League Dreams Sports Park, Knott's Berry Farm, and the Anaheim Convention Center.

Residence Inn by Marriott Anaheim Hills Yorba Linda features 128 rooms and recently underwent a $3.5 million renovation, which consisted of a redesign of the lobby, breakfast room and event spaces. The hotel also now offers new spaces and amenities, including hot breakfast served daily, evening socials, an outdoor terrace with a firepit and a built-in grill, sport court, swimming pool, fitness center, and business center.

“As Marriott is one of the world's most recognizable hotel brands, Residence Inn by Marriott Anaheim Hills Yorba Linda will share not only the name but the impeccable hospitality standards that Marriott holds,” said Matt Kou, Vice President of Investments & Acquisitions. “We are thrilled that this new property is in close proximity to Pacifica Hotels' headquarters in Aliso Viejo and are ready to bring Pacifica's and Marriott's brands together to create a superlative guest experience.”

Chris Marquis, Executive Vice President of Investments & Acquisitions adds, “Due to where we are in the current market cycle, we believe this asset fits well within our strategic plan to add select service hotels with a strong location and brand affiliation to the Pacifica portfolio.”

With the addition of Residence Inn by Marriott Anaheim Hills Yorba Linda, Pacifica Hotels now owns or manages 40 properties in valuable California urban and coastal locations. Having closed 2018 with a total revenue of $220 million, Pacifica is proving to be a key player in the West Coast hospitality industry with a growing collection of unique, boutique and experiential brands.

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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.