ROBERT TREAT HOTEL A DESTINATION FOR INTERNATIONAL TRAVELERS
Value and Location Position Newark Property as Attractive Alternative to NYC
NEWARK, N.J. – June 8, 2011 – (RealEstateRama) — While the influx of international travelers staying at The Berger Organization’s Best Western Robert Treat Hotel in Newark may initially have been motivated by a recession-based drive toward cost savings, the trend continues to gain momentum as the recovery takes hold. According to Shah Deen, the hotel’s general manager, what started as a simple idea to market the property as an alternative to high-priced lodging in Manhattan is drawing countless overseas guests for business and pleasure – many of them are patronizing local attractions in Newark as well.
Located at 50 Park Place in Newark, the Robert Treat is The Berger Organization’s flagship hotel asset. The 15-story property features 169 guest rooms, two ballrooms, meeting and conference rooms, and fine dining. In the following interview, Deen talks about how and why the Robert Treat has become a destination of choice for travelers from around the world.
Q: What appeal does the Robert Treat – and Newark in general – have for travelers destined for New York City?
The greatest appeal is cost savings, particularly for large groups. The Robert Treat is priced at about half of what one would pay at a comparable property in New York City. Convenience is another key. We offer transportation to Newark Penn Station, which offers 15 minute transit to Manhattan with trains running 24/7. Obviously, some people simply want to stay in New York and will continue to do so. But many others are motivated by economics. Newark and the Robert Treat are a great choice for that population.
Q: What prompted you to begin this targeted campaign, and what did you do first?
We started this back in 2008, when the economy crashed. We recognized that we could provide a better value for travelers coming in from Europe and Asia, especially. Of course, we established from the outset that Newark is outside of New York City – but not very far outside. We advertised the Robert Treat in a few major foreign cities. Best Western group sales also began marketing our property this way. The response was fast, and positive.
Q. When you saw that this strategy was working, what additional next steps did you take to grow it?
We have great relationships in the travel and hotel industry, and we knew that hooking into a large full-scale travel conglomerate in Europe could really boost business. We found a German company that was a great match. They began sending groups here for three- to five-day stays. Those guests began coming back on their own and spreading the word to their colleagues and friends. As a result, we have had excellent exposure in Germany.
We also entertain a notable contingent of Chinese guests, especially during the summer season. Much of that business comes through a New York travel agent we know, who uses us for our value and accessibility to many locations that Chinese tourists typically want to visit in the New York Metropolitan area.
Q. The economy has started to rebound, yet your business with foreign guests keeps increasing. To what do you attribute this trend?
As the economy has improved, so has the New York City tourism industry. Corporate travel remains an active sector. As a result, Manhattan hotel occupancy rates are up. Our business, in general, mirrors this improvement.
Q. Newark, itself, is evolving as a center for culture and entertainment. Are there local draws for overseas travelers?
There is so much to do in Newark. We have world-class venues like the New Jersey Performing Arts Center and Prudential Center, as well as museums, sports teams and great dining. More and more, Newark is becoming a destination for work and play.
For example, in addition to hosting the NJ Devils hockey and Nets basketball teams, Prudential Center is serving as the site for a number of boxing tournaments. There is one fighter from Poland who has made the Robert Treat his home base when he is in town three or four times a year. He has a great number of Polish followers – many of them have become guests of our hotel.
Additionally, the recent Newark Peace Education Summit, a three-day conference focusing on peacemaking practices from around the world, included a great number of very impressive presenters. His Holiness the 14th Dalai Lama was among them, and we were honored to house him and his party from Tibet.
Q. How does the hotel work to enhance the experience for these clients?
We work to gear ourselves to our guests’ cultures. We may modify our breakfast menu to appeal to visitors from Germany. When our Polish friends are in town, we hang Polish flags in the lobby. We do everything we can to make them feel at home when they are far away from it.
Additionally, we have intensified our concierge service. We offer transportation to the train station, we have maps and brochures available, and we even help them get tickets to shows and events.
All of this has taken the hotel to another level. It’s pretty interesting to be in the guest lounge during breakfast and see and hear all the different nationalities that are represented on a daily basis.
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Media Contact:
Evelyn Weiss Francisco: evelyn (at) caryl (dot) com, (201) 796-7788, www.twitter.com/carylcomm
