CHARLESTON, SC—Charlestowne Hotels is poised for significant expansion and development this year.
For the seventh consecutive year, it doubled the national RevPAR average across its collection of managed properties, according to the hospitality management company.
Charlestowne attributes its management performance to robust corporate support and spirited hotel teams. The consolidation of key operational activities enables its managed properties to achieve portfolio profit levels that would otherwise be unattainable, according to the company.
“We doubled down on our core management disciplines while bolstering our contract acquisition of new properties, which commanded a year of strong growth and expansion,” said Michael Tall, president and COO of Charlestowne Hotels. “Charlestowne is a dynamic and nimble industry player that not only pivots to hospitality trends but also sets them.”
With sights set on geographic expansion and portfolio variation, Charlestowne added 10 new hotels in 2017, including two historic hotels in Vermont and its first West Coast rebranding and redevelopment project.
“As we continue to expand, our tailored approach encourages us to continue to add resources to ensure the needs of our new owners are met in these markets,” said Tall.
Charlestowne ended 2017 with 47 properties in its growing portfolio.
In addition, Charlestowne completed nine branding projects for new developments and four brand-repositioning projects for existing hotels in 2017. Further developing a distinct brand presence, the marketing team managed more than a dozen video and photoshoots to bring the hotel experience to life. The company also focused on strengthening its web presence and prioritizing the digital user experience, developing more than 30 proprietary hotel websites along with a portfolio-wide, two-way CRM interface to streamline guest communication.
“Our management strategy remained a key differentiator when successfully sourcing new business opportunities in 2017,” said Michael Cady, VP of marketing for Charlestowne Hotels. “In the past year, we continued to finesse our roster of vendors to centralize efforts, strategically selecting five core partners that provide the entire portfolio with specialized marketing services at an affordable cost.”
Since welcoming more than 450 new employees this past year, the company will focus on staff development through the implementation of programs that empower employees and nurture the entrepreneurial spirit.
The Charlestowne Hotels team closed out 2017 on a high note, earning three notable accolades, including a Boutique & Lifestyle Lodging Association Hotelier of the Year honor and HSMAI Top 25 Extraordinary Minds in Marketing award. Tall was also appointed to the Boutique & Lifestyle Lodging Association’s Advisory Board.