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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Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.