GreenTree Adds to Boutique Collection, Sets Sights on Future

TEMPE, AZ—Hotel Business recently caught up with Amanda Saye, VP of franchise operations, GreenTree Hospitality Group Inc. (GHG), who revealed some of what’s in store for the company. The launch of GreenTree’s Boutique Collection started with the addition of The Clarendon Hotel in Phoenix, a 105-key boutique hotel. Saye weighs in on the inaugural property, what’s new with the Collection and the future of the boutique space:

Can you describe the typical Boutique Collection property?
For this segment, we’re considering properties with their own distinct identities and unique atmospheres, and that can deliver memorable experiences to guests. A cookie-cutter hotel wouldn’t be the right fit for our Boutique Collection.

 

Why is The Clarendon a suitable fit for the Boutique Collection?
Nothing about the property is typical. The guestroom decor is vibrant and eclectic, and defines what we call “modern comfort.” The property has a Skydeck, which offers guests captivating views of Phoenix’s skyline and surrounding mountains. Tranquillo is the property’s mod-Mexican cantina, open for breakfast, lunch and dinner. The Clarendon also has an outdoor swimming pool and six cabanas.

What makes it a good flagship property for the Collection?
First, the property’s connection to Phoenix’s history. Don Bolles, an investigative reporter for The Arizona Republic and known for exposing organized crime in the country, was murdered after his car blew up near the property’s parking lot in June 1976. Second, The Clarendon’s proximity to GreenTree’s corporate offices. Our headquarters is barely 20 minutes away from the property, so it’s right in our backyard.

What’s in the pipeline for the Boutique Collection?
As far as the GreenTree Boutique Collection is concerned, we’re in discussions with a couple of independent properties, both of which are looking to maintain their unique identities and positioning while also leveraging our systems, services and support to further enhance their guest experiences.

Define “boutique.” What opportunities does this space hold for GreenTree? For the industry?
Boutique properties have their own distinct personalities and offer stays guests can’t find anywhere else. That’s why we’re seeing many guests shift to properties in the boutique space; these guests want to create memorable experiences with their families and friends. Often, these hotels are viewed as pillars in their communities, too.

What are some other plans moving forward? What are some goals you have for the next few years?
In the next few months, we’re going to be adding an extended-stay property to our portfolio. As a company, we’re continuing to gain momentum with owners. For example, over the past three months, we’ve on-boarded six properties, totaling to more than 600 rooms. Our plan for the remainder of the year is to carry that momentum forward. Our goal is to have 50 properties in our portfolio by 2020.

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