Lexington on a Franchising Roll

• 
  SAVE
• 
  SHARE
• 
  TEXT SIZE
• 
  PRINT
• 
  COMMENT
• 
  PDF

. October 14, 2008

OCTOBER 2, 2007. The Lexington Collection wrapped up its first year with Steve Belmonte at the helm with an incredible success and growth record.

"During the past year, some impressive properties joined the Lexington brand. Included are - the 1,000-room Lexington Orlando Sun Resort, the unique and trend-setting healthy lifestyle Rivanna River Resort by Lexington, and the new construction in the tony Chelsea district in New York City," Belmonte said. "And that's just the tip of the iceberg for The Lexington Collection."

Belmonte was announced as the CEO, President and equity partner of the Lexington brand in September 2006 and has been on a nonstop mission to make the original membership affiliation for upper-mid to upscale hotels a household name to hoteliers worldwide.

To date, there are 19 Lexington properties currently in the Lexington system. Seven of those are under construction. The properties are all located in some of the top business and tourist destinations in the United States: NYC, upstate New York, New Orleans, Charlottesville (Virginia), Orlando and Kissimmee, Birmingham and Montgomery (Alabama), Cincinnati, Washington, D.C., and greater Houston.

According to Belmonte, an additional 16 deals are at various stages in the pipeline. He also cites that 32 properties are anticipated to join Lexington in 2008. "More and more hotel owners want to have greater control over their properties and not be bullied by franchisors. The owners are realizing that The Lexington Collection addresses their business needs," said Belmonte. "The typical franchise significantly eats away at the hotel's ROI with excessive fees and mandates, whereas The Lexington Collection arrives with a simple solution - offering owners freedom and flexibility, global reservations system, worldwide sales, and all the support structure you would expect from a great brand - along with low fees and great value."

"We wanted our hotel to be with a brand that puts customer service first," The Lexington Hotel Cincinnati general manager Amit Patel said. "The Lexington Collection offered us more comprehensive resources and the ability to select amenities that cater to our market niche. Those are features that fit our business model perfectly."

In addition to more properties in the USA joining The Lexington Collection, hoteliers in China realized the Lexington advantage this past year. In the Shenyang Province of Beijing, named as the best commercial city in mainland China, the Rich Gate project, a 5-star, first ever 600-room hotel in Shenyang, has signed on as a Lexington Collection Plaza. It is scheduled to open on New Year's Eve 2007. Also in China, The Lexington Wuhan, a 340-room hotel, is scheduled to open before the 2008 Beijing Olympic Games in June 2008.

"This past year, we've been extending our resources and tapping into the most viable markets internationally," Belmonte said. "Our commitment to international expansion is evident in the appointment of Bill Hanley, a seasoned veteran in international hotel development, to extend the presence of Lexington Collection brands throughout North America and globally."

Hanley was named Vantage's (Lexington's parent company) Partner and Managing Director of International Development for the newly-established Vantage Hospitality Group Canada, Inc. "My goal is to quickly expand that brand while building awareness of the incredible opportunities available through The Lexington Collection for three-four diamond hotel owners," Hanley said.

To top off his first year, Belmonte will host the First Annual Lexington Collection Convention for its current and potential owners, general managers and department heads in December in Las Vegas. Highlighting the convention will be the unveiling of the Lexington Collection's first ever worldwide in-room lodging directory and its new and unique immediate rewards/guest loyalty program that will reward guests from the minute they check-in at any Lexington Collection property.

In addition, Belmonte will announce Lexington as the Founding Corporate Sponsor of Plan USA, one of the world's largest and oldest humanitarian organizations. As part of Lexington's corporate mission, it has made a commitment to Plan USA to making a difference in the lives of over 10 million children and families in 49 of the world's poorest countries. As part of its partnership, Belmonte will serve as the television spokesman for Plan USA on behalf of The Lexington Collection. The public service announcements and commercials are scheduled to be broadcast hundreds of times on all the major television networks and cable stations throughout 2008. According to Belmonte, the commercials alone will give extraordinary exposure to Lexington owners.

Convention attendees will also be treated to exciting news of the brand's international and domestic development projects. "What a year it's been," Belmonte reflected. "And this is only the beginning."