Lakeland Hospitality Group and McKibbon Hospitality Open New SpringHill Suites in Lakeland, Florida

USA, Lakeland, Florida. July 20, 2020

Lakeland Hospitality Group, McKibbon Hospitality, and local officials gathered today to celebrate the grand opening of Lakeland's newest and cleanest hotel, SpringHill Suites Lakeland, with a ribbon cutting and tours. The hotel, which broke ground on October 1, 2018, and was completed this spring, will be managed by Tampa-based McKibbon Hospitality with General Manager John Loute overseeing all operations and leading the team on property.

"Opening this hotel - the first SpringHill Suites by Marriott in Lakeland - has been such a rewarding experience" said Wesley Barnett, manger of Lakeland Hospitality Group, and grandson of Publix Super Markets founder, George Jenkins. "Not only are we excited about the economic growth the hotel will bring to Lakeland, we're excited for the hotel to become an integral part of the community, drawing visitors from near and far."

Business and leisure travelers alike will enjoy the hotel's inviting atmosphere, impeccable customer service, enhanced cleaning, sanitizing, and distancing protocols, and amenities offered to enhance guest experience, including same-day dry cleaning, guest laundry facilities, business services, complimentary Wi-Fi, 24/7 Market with "grab and go" options, full-service bar, well-equipped fitness center, and outdoor swimming pool and patio with fire pit. Daily complimentary breakfast filled with hot, healthy, and indulgent choices including fresh strawberries, steel cut oatmeal, cold cuts, cheeses and more, will ensure guests start their day on the right foot.

"I couldn't be prouder to be a part of this project and am beyond excited to officially welcome guests to enjoy all that SpringHill Suites Lakeland has to offer," said John Loute. "From our team of dedicated hospitality professionals to the hotel's little touches and amenities, we're confident our guests will love their time spent with us."

From the lobby to the guest rooms, every aspect of design in the hotel, including furniture, lighting, colors, and fabrics, has been thoughtfully selected to offer calm and refreshing spaces for guests to relax and recharge. With suites that are larger than a typical hotel room, separate living, working, and sleeping spaces provide the flexibility and functionality guests are accustomed to. Additionally, to ensure guests enjoy all the comforts of home during their stay, each suite offers the latest in-room entertainment technology, allowing guests to access their Hulu and Netflix accounts, as well as YouTube, Amazon Prime and HBO Go, through the HDTV.

Located at 511 West Lime Street, the 126-room all-suite SpringHill Suites Lakeland neighbors the RP Funding Center and is expected to help attract events and visitors to the convention center, arena, and theater. With over 4,100 square feet of functional event space, onsite catering by Publix Aprons, five poolside cabana-style suites and two executive/bridal suites with even larger spaces and additional amenities, the hotel serves as the perfect venue for weddings and other large-scale events.

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Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.