Briad Group Breaks Ground on Courtyard by Marriott Hamilton in New Jersey

USA, Hamilton, New Jersey. September 05, 2019

Courtyard by Marriott celebrated the groundbreaking of Courtyard Hamilton on Wednesday, August 7th. Located at 530 State Highway 130, the hotel will provide guests with easy access to Trenton and Princeton and will be within an hour of New York City and Philadelphia. The property will also place guests near Princeton University, Six Flags Great Adventure and a variety of shops and restaurants. The Hamilton location will employee approximately 40 people and is slated to open early 2021. Courtyard by Marriott Hamilton is owned and managed by Briad Lodging Group, LLC, the hotel division of Livingston, New Jersey-based The Briad Group.

Community representatives joined Briad executives for the groundbreaking ceremony.

"We're excited to share the Courtyard brand with the Hamilton community," said Rick Barbrick, president and CEO of The Briad Group. "Whether traveling for business or pleasure, we look forward to providing guests with a relaxing and enjoyable stay."

Courtyard by Marriott Hamilton will offer a combination of spacious king and double rooms, featuring the brand's new design scheme. The new room design is intuitive and thoughtful, offering flexible yet comfortable spaces that enable technology. Upon arrival, guests can store bags on the "Luggage Drop" and plug personal devices into the "Tech Drop" ledge for seamless technology integration.

The new design will also offer an upgraded, more spacious bathroom layout including a "Shower Nook," making amenities accessible without having to leave the shower.

The Courtyard Hamilton will also include the brand's latest lobby design, where guests can enjoy an open and modern environment outside of their rooms. As an extension to Courtyard's inviting public spaces, the newly designed Bistro will be the epicenter of the lobby and will feature a wide variety of breakfast and dinner menu items. Guests will also be able to enjoy Starbucks© coffee at the bistro, and in the evening, the Bistro Bar will feature an array of cocktails, beer and wine for guests to enjoy.

The property will boast a state-of-the-art fitness center, a 24/7 Market, guest laundry, more than a 1,000 square feet of meeting space, a heated outdoor pool and a complimentary shuttle service.

Briad Lodging Group was formed in 1997, when Briad became a Marriott franchisee. Five years later, the company added Hilton to its portfolio. Since obtaining these franchise rights, Briad has developed more than $400 million in real estate, concentrating on focused-service and extended stay hotels, including the Courtyard, Residence Inn, Springhill Suites, TownePlace Suites, Hilton Garden Inn and Homewood Suites brands. During the past decade, Briad has developed, operated and managed 34 properties and has built more than 3,800 hotel rooms in the tri state area alone.

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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.