CHLA Lodging News Nov/Dec 2019

2 CALIFORNIA LODGING NEWS 414 29th Street Sacramento, CA 95816 916-444-5780 www.calodging.com EXECUTIVE COMMITTEE CHAIR Michael Pace Intercontinental Mark Hopkins Hotel VICE CHAIR Bijal Patel, CHA Coast Redwood Hospitality IMMEDIATE PAST CHAIR Scott VandenBerg Hyatt Regency Sacramento SECRETARY/TREASURER Tom Patton, CHA Ramada Santa Barbara GOVERNMENT & LEGAL RELATIONS CHAIR René Boskoff Monterey Marriott Hotel AUDIT & INVESTMENT COMMITTEE CHAIR Laurenne Douglas Pacific Plaza Hotels, Inc. 2019 BOARD OF DIRECTORS Bhupen Amin Holiday Inn Express Hotel & Suites Jennifer Barnwell Pebblebrook Hotel Trusts René Boskoff Monterey Marriott Hotel Javier Cano JW Marriott at L.A. LIVE Vipul Dayal Days Inn San Francisco Airport West Laurenne Douglas Pacific Plaza Hotels, Inc. Paul Gibbs Crowne Plaza Los Angeles Airport Ross Gimpel PSAV Terri Haack Terranea Resort Jon Handlery Handlery Union Square Hotel Nic Hockman Disney’s Paradise Pier Hotel Daniel Kuperschmid Manchester Grand Hyatt San Diego Elvin Lai Ocean Park Inn Mark LeBlanc Interstate Hotels & Resorts Hee Won Lim Pacific Palms Resort James Lim Omni San Francisco Hotel RJ Mayer The Mayer Corporation Michelle Millar University of San Francisco Michael Pace Intercontinental Mark Hopkins Hotel Bijal Patel Coast Redwood Hospitality Bimal Patel Hotel Zico Pragna Patel-Mueller Samata Management Tom Patton Ramada Santa Barbara Pam Ryan The Inn at the Mission Chirag Shah AAHOA John Spear Hotel Drisco Jeffrey Thurrell Fisher Phillips Wes Tyler Chancellor Hotel on Union Square Scott VandenBerg Hyatt Regency Sacramento ADVERTISING & DESIGN LLM Publications 503-445-2220  |  800-647-1511 www.LLMpubs.com Design & Layout Sales Representative Stephanie Pendell Katy Patterson [email protected] Copyright © 2019. All Rights Reserved MESSAGE FROM THE CABBI COUNCIL CHAIR Marc Kassouf Owner/Innkeeper, Quiet Creek Inn & Strawberry Creek Inn B&B, Idyllwild Whether learned or quite by chance, innkeepers and smaller lodging operators acquire the innate ability to de-commoditize the guest experience early. And this de-commoditization and diversity in offerings and brand identity is shaping our industry and forging a path to follow for properties of all sizes. Want proof? Simply look at the major industry players and what they’ve been doing for the past decade: trying to break into the boutique/unique space by building, acquiring, or morphing boutique-like brands at a dizzying pace. What exactly makes for ‘unique’? Well, that’s the billion-dollar question. Some independents have struck the right chord by personalizing service; even budget properties can often enhance service in ways as to cause a feeling of ‘high touch’ without breaking the bank. Other boutiques or brands are trying to upgrade to unusual physical amenities: tattoos offered in our backyard of Venice vie for attention against gold-plated apple laptops handed out half a world away in dusty Dubai. But the true hallmark of unique may well be its lack of being defined so easily, if even at all. Formulas to capture uniqueness also vary. Some hotels are hiring local experts to curate experiences. This often kickstarts the process and can blossom into additional ideas for further differentiation that creates lasting life stories and rivals any guest loyalty points program. At CABBI, our uniqueness is as individual as each owner-operator and their individual, often- quirky personality. When you’re your own boss, limitations melt away. A foot massage bar to greet your guests on arrival you say? And, what about a mug of bubbling hot apple cider during a wintry check-in? Innkeepers have had a flair for the dramatic that sometimes eludes larger box brands. There’s something to be said for the unusual taking the place of the tried and tested. CABBI innkeepers are now looking at recreational marijuana options available in the Golden State. Even the ‘squares’ among us (and, admittedly, I’m one) have begun to grudgingly recognize that this is an evolving landscape worth watching. 2019’s InnSpire conference hosted experts ranging from legal to culinary and product specialists on cannabis. Judging by the standing room only attendance, this will continue to feature in our members’ minds. It seems that while the jury is out on whether our CABBI inns will soon be hosting ‘Bud & Breakfast’ menu parings, we’re looking at all options to enhance and upgrade our own ‘unique’ further. From the loftiest Burj to the humblest motel, hoteliers have long known that the building is just the beginning. No matter what we call ourselves, we’re not simply selling a room; we’re creating experiences and building lasting memories.  Travelers want unique and memorable stays, or so they continue to tell us. No longer are abundant amenity options, beautiful beds, or lavish lobbies sufficient. We must immerse our guests in novel and lasting experiences as well.