A flagship hotel is a hotel chain's most prestigious property. It often serves as a benchmark for the brand, showcasing the highest standards of luxury, service and amenities.While hotels in a chain offer travelers a familiar and standardized experience across various locations, flagship properties are a cut above the rest.
Here, we’ll break down what a flagship hotel is, how it differs from the other hotels in a chain’s portfolio and considerations that hotel owners might make when designating a flagship property.
Simply put, a flagship hotel refers to a brand’s most iconic hotel within the chain. While the group of hotels are still managed by the same company, share a common brand name, logo and operational guidelines, the flagship property will generally provide guests with an elevated experience..
While some chain hotels may provide a pared-down list of amenities or limited services, the flagship hotel location will generally be outfitted with the most robust offerings such as spa services, dining options, exclusive experiences or other unique attributes.
Characteristics of flagship hotels can include:
Oftentimes, the flagship property will also pilot any new technology a chain or group is implementing. This gives hotel owners the opportunity to test new guest services before expanding them throughout the rest of the chain. Tools piloted include tech like hotel management platforms to improve guest experience, streamline operations and increase revenue. By implementing advancements to the most notable property first, the hotel chain can ensure that guests at their flagship hotel are consistently receiving the highest caliber of service during their stay.
When choosing a flagship hotel, the chain will typically choose a property that is the best representation of a hotel chain’s brand standards. For example, Signia by Hilton has recently debuted a 976-room hotel in Atlanta, Georgia, which is now designated as its flagship property. It features amenities such as multiple food and beverage experiences, a spa, beauty bar, rooftop gym and pool and multiple event spaces.
When choosing a flagship property, hotels will generally consider several factors:
Location: Is the hotel in a desirable location and conveniently located?
History and significance: Does the hotel have a significant history or is it designated as a local landmark?
Size and facilities: Does the location have a large enough capacity and the proper facilities to meet the needs of guests?
Design and architecture: Is the design of the hotel architecturally or historically significant?
Return on Investment: The property should offer a good return on investment for the chain.
In essence, a flagship hotel serves as a beacon for potential guests, as it is a showcase of a hotel chain's best qualities. It's a strategic investment that can significantly impact the chain's reputation and market position.
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