Omni Hotels Is Investing Heavily to Become a Luxury Brand
25.08.2023 - 14:14
/ skift.com
/ Sean Oneill
/ Omni Hotels
Omni Hotels & Resorts isn’t your father’s hospitality group — literally and figuratively speaking.
Omni represents a contrarian play.
Omni has been crawling up the chain scale in quality and reputation for a few decades.
Omni is on a building spree.
Omni has leaned into building venues to attract large groups at a time when its larger rivals are pulling back from building 1,000-room properties.
Golf is another theme for the company that has helped it with word-of-mouth marketing.
Supposedly, small hotel brands like Omni can’t thrive in a world of Marriotts with hundreds of millions of members in their loyalty programs driving consumer demand, often via co-branded credit cards.
But Omni believes that technology can help it level the playing field somewhat.
Omni is looking beyond tech and physical building upgrades to help command higher rates from consumers. It’s also retooling its staffing and marketing.
Omni has kept its debt load down in an industry that typically gorges on debt.
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