Catalina Island Company Unveils New 95-Room Hotel Atwater Following Extensive Transformation of Historic Property

USA, Avalon, California. September 05, 2019

The Catalina Island Company announces the reopening of the historic Hotel Atwater following a total transformation, bringing an exciting new guest experience to the beautiful seaside town of Avalon, just off the Southern California coast on Catalina Island. On the cusp of its 100th anniversary, the completely revitalized property, which originally opened in 1920, offers modern amenities and a revamped design while preserving its roots as part of the Wrigley family legacy.

"Hotel Atwater was the first major project undertaken by chewing gum magnate William Wrigley Jr. after he purchased the Catalina Island Company in 1919, and its reopening is truly a significant event in the island's history," said Randall Herrel, president and chief executive officer of Catalina Island Company. "Through thoughtful renovation, we're excited to be able to offer an enhanced guest experience that stays true to Hotel Atwater's historic beginnings, celebrates the centennial of Wrigley falling in love with the destination, and gives guests another compelling reason to visit Catalina Island."

Hotel Atwater was named in honor of Helen Atwater Wrigley, wife of Wrigley's son Philip Knight Wrigley. This family legacy is reflected in nostalgic elements throughout the hotel, from bud vases filled with fragrant carnations to complimentary splits of sparkling wine in every room, tributes to Helen's love of flowers and glass of bubbly she enjoyed every evening before bed.

The new Hotel Atwater boasts island-inspired décor and updated amenities, all less than a block from the beach. The 95 guestrooms are bright and airy, with pops of bright coral and pale teal. The suites offer king beds, one and a half baths, a separate living space with a sleeper sofa, bar and desk, and views of the ocean, town of Avalon or mountains. Standard rooms offer king or queen beds. All rooms include high-tech modern comforts including digital concierge tablets, high-speed Wi-Fi and smart televisions.

A nod to Helen Atwater's legendary hospitality, the hotel's inviting lobby features welcoming seating areas to encourage conversation and draw guests in from the moment they arrive. Decorative elements including the original Wrigley family safe, books of family history and an accordion and harp to reflect Helen's love of music. New fully-equipped meeting and event space allows for gatherings of up to 65 people.

With rates starting at $199/night, Hotel Atwater offers guests a suite of amenities and access to Catalina Island Company experiences. Included in the $30 destination fee, guests will receive a $40 food and beverage credit per night to be used at Avalon Grille, Mt. Ada, Descanso Beach Club and Descanso Fresh; access to Island Spa Catalina's Wellness Studio; beach towels and access to Descanso Beach Club; complimentary tickets for the Discover the Casino Tour and Glass Bottom Boat Voyage; use of bicycles to get around Avalon, and luggage service to and from the ferry terminal.

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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.