Both Northwest Hospitality and Paramount had franchise agreements with publicly traded West Coast Hotels expire recently. Paramount Hotels executive Matt Murphy tells GlobeSt.com that both hotel groups decided a regional brand was the best fit this time around rather than a national brand.
"After we explored other opportunities we looked at one another and said 'it makes sense for us to do business together," says Murphy. "Opening up the American division of Coast Hotels was a way we could have more control over marketing dollars and how we were represented to our customers; we wanted to control our own destiny."
As a result of the agreement, effective April 1, 15 three- and four- star hotels throughout the Western U.S. have adopted the Coast Hotels & Resorts brand, which is also on 20 hotels in Western Canada. The new Coast hotels are located in Washington, Oregon, California, Alaska and Hawaii.
All hotels will continue operating within their existing management structure and will benefit from a reservations system and Web site as well as centralized advertising, sales, marketing, purchasing, training and a dedicated IT help desk.
"This partnership is a major advancement of our aggressive growth strategy to become a dominant international hotel company, said Franco Anglesio, president of Coast Hotels & Resorts, Canada.
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