Multi-Million Dollar, Full-Scale Renovation Underway for Hyatt Regency Deerfield Slated for Completion April 2019

USA, Deerfield, Illinois. February 11, 2019

Phase one of a multi-million dollar, full-scale renovation is underway on the Hyatt Regency Deerfield, a luxury, full-service hotel located just minutes from downtown Chicago and O'Hare International Airport. The project caters to the Hyatt Regency brand loyalists' desire for 24/7 connectivity and comfort with 300 completely revamped guestrooms and suites, refreshed, tech-enabled meeting space, updated common areas including guestroom hallways, and lobby, as well as the property's signature restaurant and bar, Jaxx Bistro and Jaxx Lounge. Phase one, which includes a $14 million redo of all guestrooms, is slated for completion by April 2019, while phase two commences in the fall of 2019, and will include the remainder of the interior enhancements. The property will remain open during renovation.

The goal of the project is to elevate the overall business travel experience through the marriage of clean, functional, and modern design elements, and the upgraded amenities that make transitioning to remote travel seamless and more enjoyable. Each guestroom will be fitted with all-new entertainment centers, built-in custom closets, desks, and sleeper sofas. The custom, built-in design components include a multi-purpose bench, which can be used as a luggage rack, for seating, or for additional storage. Each room features a giant, 65” Smart TV, perfect for displaying dynamic business presentations during the day, and at night, creating an in-room theater-inspired experience for the latest plug-n-play technology. The all-new bathrooms will also receive floor-to-ceiling makeovers including walk-in showers and custom vanities.

The overall design aesthetic, imagined by Chicago-based The Gettys Group, is inspired by the surrounding rivers that helped define the Village of Deerfield, as well as its conceptual elements. The interiors will be fresh and energetic, marrying timeless architectural details with smart artistic elements evocative of the region's prevalent scientific community. The new guestrooms, which will undergo a complete overhaul, will feature a combination of textures, and reflective and natural materials in a palette of grey tones, punctuated with sparks of color. The palette and textural elements are woven throughout the common areas and 20,000 square feet of flexible meeting space including two ballrooms, two boardrooms, 16 meeting rooms, and pre-function space to create a cohesive sensory experience throughout the hotel.

Hyatt Regency Deerfield is owned by Phoenix Development and managed by Texas-based Aimbridge Hospitality. Leopardo is the project's general contractor.

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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.