Have you ever thought to yourself while traveling – “ooohhh, this is a…{insert brand here} Hilton?!” Sometimes I take for granted my vast and probably useless knowledge of hotel brands and families. If you’ve jumped on the brand loyalty programs, you probably have a better knowledge of the different brands within, say, Hilton, Choice, IHG or Marriott (now includes Starwood!), but I’m surprised sometimes how little the consumer understands about a family of brands, so let’s talk about it!
In the past week(ish) I have spent 3 days in 2 DoubleTrees by Hilton. It was in that time that I realized – these two hotels are both vastly different from each other. Don’t get me wrong, one of the benefits of a brand is the consistency a consumer can expect in service and quality. But it’s kind of cool when they’re unique, ya know? Granted, that isn’t for everyone. I know some people that travel a lot like to feel like they’re “home” and the layout, rooms, etc., are identical from city to city. Don’t worry, Hilton has a brand for that too!
The first time I specifically realized I was at a DoubleTree I was a kid. This particular visit was in Nashville. The hotel there has a strange entrance. If I remember correctly, you come in at street level, but need to go up a floor to get to the lobby. I walked up to the desk to check in with my dad. After the check-in process, the front desk associate leaned over and handed me a warm, delicious-smelling paper bag. I was confused at first, but then it hit me! I looked at my dad and said, “Dad! They do this at the Hotel Roanoke!” To which my dad, the wise traveler he is, said, “Yes sweetie, that’s because it’s a DoubleTree.” This was my ah-ha moment whenI realized, at a young age, that not all hotels are equal. It didn’t look like the Hotel Roanoke, it didn’t feel like the Hotel Roanoke, but it sure smelled like the Hotel Roanoke – warm, gooey chocolate chip cookies at check-in – the signature DoubleTree move.
Fast forward to my life in the industry and now I understand a bit more about families of brands. What I like about the DoubleTree brand is it used to be the solution for independent or unique properties that sought out a flagship. And when it isn’t a branded, former independent hotel, they’re still unique. I learned recently that DoubleTree is the “conversion” brand for Hilton and this is why they are rarely alike. Hilton will often convert and renovate a property and make it a DoubleTree. That explains a lot!
In Cleveland, I stayed at a massive DoubleTree with lots of event space. There were standbys of the
brand- nice gyms (my favorite treadmill made an appearance!) , the chocolate chip cookies and service Hilton stands behind. But this hotel had a really cool copper (looking, at least) wall in the lobby dividing the lounge space from the hallways. The restaurant, The Sanctuary, featured a fireplace and great, cozy seating. The following week, I spent two days back-to-back at a DoubleTree in Columbus. The cookies and service were there, but not the copper wall! Instead, the wall separating the front desk from the atrium was a water feature. This hotel lobby is enormously different
than the first, with a large elevated seating area in the middle of the hotel surrounded by big beautiful trees, making you feel like you’re outside. Both properties featured expansive courtyards, but on these particular days, I was avoiding a
typical Ohio-winter day. These two properties had minor differences, despite the name, but some DoubleTrees have more noticeable uniqueness.
I wrote about the Hotel Roanoke a few months ago – it started as an independent, historic property and became a DoubleTree when I was a kid. Eventually it dropped the DoubleTree flag, made a brief stint as an independent hotel again and eventually picked up the new Hilton boutique brand – Curio. Some unique hotels, however, still rock the DoubleTree name, such as the historic Tudor Arms in Cleveland. I haven’t had the chance yet to visit the Tudor Arms, but look forward to the opportunity – stay tuned!
If you’re still not sure what counts as a Hilton, check out their website to spot some of your favorites. Here are some of mine: Hilton, Waldorf Astoria, DoubleTree, Hilton Garden Inn, & Curio, and I can’t wait to see the new Tapestry brand!
“People don’t take trips, trips take people.” – John Steinbeck