From packages with welcome drinks to brunches to monthly newsletters, hotels in college towns are looking to appeal to travelers and put heads in beds versus competitors down the road. Now that universities everywhere are in full swing for the fall semester, these properties are trying to be as innovative as they can.
"A lot of hotels in college towns are offering rewards to guests above and beyond their brand programs to entice guests to stay with them," said Tim Dick, executive vice president at CBRE. "They are also partnering with academic programs at the colleges or university in their town to offer specials to university-related travel — whether it is upgrades, additional amenities, welcome packages and more."
Both direct and indirect marketing works for hotels in college towns, Dick said. Social media continues to be a big player in the college town setting. Also, direct marketing through sponsorship of activities or a strong presence on “game day” at the college or university have been used more and more.
The Beatrice luxury hotel in Providence, Rhode Island, for example, offers a "Get Schooled Package," which offers 10% off select dates and two complimentary Bellinis upon arrival for local alumni, said General Manager Jennifer Curtin. Providence has several schools, including Brown University, Providence College, Rhode Island College, Rhode Island School of Design and Johnson & Wales University.
"Connecting with parents of freshmen and incoming freshmen is crucial. Even as potential freshmen make college visits, making families feel welcome in the hotel allows these families to become loyal customers — not just for the four years their child is at school but even after graduation as hotels desire to be top of mind for alumni visits to the school, too," said Hans Schreiber, director of sales and marketing at the Lancaster Marriott at Penn Square and the Lancaster County Convention Center in Lancaster, Pennsylvania.
The hotel has partnered with local colleges and universities in its area by obtaining approved athletics department imagery. This is used to decorate the hotel’s fitness center to promote the athletic programs of the schools to guests and visiting prospects.
Franklin & Marshall College and the Pennsylvania College of Art & Design are both located in Lancaster. The area also has visitors from Millersville University, which is four miles away, Schreiber said.
Saint John's Resort, located 20 minutes from the University of Michigan in Ann Arbor, has introduced a range of creative programs aimed at attracting college students and families, said Fadi Sibani, director of sales and marketing. As the exclusive luxury resort in the Ann Arbor area, Saint John's Resort offers multiple dining options, golf and entertainment, including events such as chef's table dinners, live concerts and in-suite spa experiences. The resort also has introduced family dinners and brunches to "provide guests with memorable dining experiences." For special occasions, Saint John's Resort offers tailored graduation party packages.
While Boston may be considered to be the ultimate college town — as it is home to more than 200 colleges, universities, and technical schools — The Dagny Boston hotel goes one step further than most and even houses the downtown campus of Northeastern University. This campus opened as the Batterymarch Conference Center in 1994, before the building was converted to a hotel in 1998 and opened in 1999. Students and professors venture to the building daily to take part in classes, said General Manager Alan Reynolds.
The hotel is also working on a partnership with Berklee College of Music to have a champagne and music night within its library. The property offers students and their families an "Academic Adventure" package that includes complimentary overnight parking, a snack survival kit, and a $20 Uber voucher for getting around the city, he added.
"Engaging with the community by actively participating in college-related events and sponsoring activities continues to be important to increase our visibility and generate positive word-of-mouth," said Sarah Lynch, chief operating officer of Brick Hospitality.
Brick Hospitality's Fairfield Inn & Suites by Marriott San Diego North/San Marcos has created content that highlights the hotel's proximity to California State University San Marcos and Palomar College, local attractions and events, Lynch said. The property has created this content through a monthly newsletter and social media updates.
Designing exclusive packages that offer additional advantages during events such as move-in weekend or parent's weekend, including benefits such as late check-out, also help attract guests that come to the area for college-related purposes.
Another Brick Hospitality property, the Holiday Inn Express Tempe, has created welcome care packages for move-in weekend for Arizona State University students.
"These types of simple but impactful initiatives build loyalty for visiting families throughout the entire school year," Lynch said.