Liaison Washington Capitol Hill Acquired by Metrovest Equities and BLDG Management With YOTEL to Take Over Management

United Kingdom, London. March 12, 2019

YOTEL announced the acquisition of the Liaison Washington Capitol Hill hotel by partners Metrovest Equities and BLDG Management. The innovative hotel group will operate the existing premises, which over the next year, will benefit from a full transformation and rebranding incorporating all of YOTEL's signature technology and adaptable design features, including smart cabins (rooms) and stunning multifunctional public spaces.

The hotel currently boasts a position as the closest hotel to the U.S. Capitol Building, putting guests within walking distance to Washington DC's most important attractions including: National Mall, Georgetown University Law Center, Walter E. Convention Center, prominent businesses and 100 embassies; and only three blocks away from Union Station.

"Our rapid global expansion is very exciting and further assert our prominence in the U.S. and on the world stage. We have a proven track record operating globally with hotels in many of the key feeder markets to Washington - Boston, New York, San Francisco and Europe. Expanding our portfolio of hotels in the U.S. also allows for better economies of scale by running operations more efficiently and maximising cross-selling opportunities between all our properties. Furthermore, the hotel offering in Washington is fairly traditional and YOTEL will introduce an entirely fresh 'way to stay' with our cleverly designed cabins and self-contained PADs ideal for extended stays," commented Hubert Viriot, CEO of YOTEL.

"The acquisition of the Liaison Washington Capitol Hill by partners Metrovest and BLDG, furthermore introduces a new development strategy for YOTEL to take over existing hotels and use our adaptable and innovative design, to tailor the experience to the modern traveller," Viriot adds.

The hotel is ideal for both business travellers with significant co-working and private meetings spaces, and leisure travellers, featuring the largest outdoor rooftop pool deck in the city, as well as significant social spaces and a 24/7 gym. The well-known restaurant Art and Soul serving up "farm-to-table" American-Southern Cuisine, will also continue to run alongside the hotel, providing guests with indoor / outdoor and private dining options.

"As a forward thinking and fresh brand, we are confident that YOTEL is the ideal partner for the repositioning of the Liaison Washington Capitol Hill and are committed to a long-term investment in the nation's capital. We feel YOTEL's track record of success in local integration and experience of operating globally will position the hotel to be a leader of hotel innovation and guest experience," said Brandon Tarpey, Managing Director at Metrovest Equities.

Washington, D.C. is the eighth most popular destination in the U.S. with visits forecasted to reach 26.1 million by 2021. There is a strong tourist demand, as well as a need from the large volumes of government entities, contractors and vendors that visit the city for long and short periods of time.

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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.