Schulte Hospitality Group Opens Embassy Suites by Hilton Auburn Hills Following Renovation

USA, McLean, Virginia. August 15, 2019

Embassy Suites by Hilton, a global brand of upscale, all-suite hotels from Hilton (NYSE: HLT), announced today the opening of a newly renovated hotel located in the Detroit area. Owned and operated by Schulte Hospitality Group, the hotel is perfectly situated to allow guests easy access to businesses, shopping and entertainment. Embassy Suites by Hilton prides itself on offering guests an approachable and stress-free experience at each of its spacious, all-suite hotel properties.

Fresh off a modern renovation of the Hilton Suites Auburn Hills hotel, the newly branded Embassy Suites by Hilton Auburn Hills is located one block away from the Fiat Chrysler Headquarters and Technology Center and just a short drive down I-75 from downtown Detroit and Detroit Metropolitan Wayne County Airport. Guests will be in close proximity to dozens of restaurant options, Great Lakes Crossing Outlet Mall and Somerset Collection Shopping Mall. A complimentary shuttle will provide guests transportation to all attractions and restaurants within a five-mile radius.

The hotel offers 224 suites, including Embassy Suites by Hilton's traditional upscale two-room suites, as well as premium floor suites, corner suites and executive suites with additional amenities. It features a luxurious, warm lobby, re-designed bar and Atrium with unique water feature, as well as one of the favorite restaurants in Auburn Hills, Great American Bar & Grill. At the modern eatery, guests can enjoy breakfast, lunch and dinner featuring innovative dishes prepared with only the freshest ingredients.

"Embassy Suites by Hilton and Auburn Hills have a strong relationship dating back nearly 30 years," said Alan Roberts, global head, Embassy Suites by Hilton. "The newly renovated property will continue our tradition of offering trusted modern and spacious accommodations to travelers visiting the northern Detroit market."

Embassy Suites by Hilton Auburn Hills welcomes guests to enjoy its spacious two-room suites where travelers can spread out and enjoy a free, cooked-to-order breakfast each morning, free Wi-Fi and complimentary drinks and snacks each night. Embassy Suites by Hilton provides customer service that always anticipates travelers' needs and delivers what matters most.

Additional hotel amenities include 3,000 square feet of corporate and social meeting space for up to 100 people, a 24-hour convenience store, business center and fitness center and a newly designed atrium pool with an adjoining outdoor space for relaxing. Each two-room suite is equipped with complimentary Wi-Fi, a separate living area, coffeemaker, microwave, mini refrigerator and two HDTVs with movies for guests to stay entertained.

"We are excited for guests to experience the modern renovations and Embassy Suites amenities we now offer," said Austin Moyer, general manager, Embassy Suites by Hilton Auburn Hills. "The hotel's design was curated with the guest in mind and our proximity to local automotive businesses, restaurants and shops remain incredibly convenient."

Embassy Suites by Hilton Auburn Hills is part of Hilton Honors®, the award-winning guest-loyalty program for Hilton's 17 distinct hotel brands. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can't be found anywhere else and free standard Wi-Fi. Members also enjoy popular digital tools available exclusively through the industry-leading Hilton Honors mobile app, where Hilton Honors members can check-in, choose their room and access their room using a Digital Key.

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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.