White Lodging Furthers Suburban Market Exit

MERRILLVILLE, IN – Privately-held hospitality company, White Lodging is pursuing its multi-year strategy to fully exit suburban markets with the completed sale of 25 suburban management contacts, as well as  planned individual suburban hotel sales.

The company intends to focus its resources solely on a concentrated urban portfolio, comprising more complex, experiential and lifestyle hotels in its core markets.

“This strategic portfolio shift further defines our position in the industry and reinforces our focus on urban luxury and lifestyle hotels with independent destination restaurants,” states White Lodging founder and chairman Bruce White. “In a sea of commodity hotel properties and expanding management portfolios, we are positioned to create the highest level of guest experiences and an environment where associates thrive. Our interest is to develop the best associates, while building the best hotel, restaurant and bar concepts in every market we operate in.”

In effort to further its strategy to develop premium-brand urban properties, White Lodging is creating and investing in career development and training programs. Aiming to better align with the Gen-Z and Millennial-dominated workforce, the company will revise its associate training, development and mentorship programs.

The firm suggests that the portfolio shift will support clearer career paths for employees by allowing associates to build diverse hospitality careers across a variety of brands within the same city.

White Lodging president Ken Barrett adds, “At the same time we are investing in our associates, our opportunity and capacity for new hotel development is targeted and robust. We expect to continue to build the very best lifestyle hotels that offer exceptional food, beverage and service experiences.”

“We want to show associates that – from the day they are hired to the time they retire – hospitality is an exciting career, and one that can work with a modern lifestyle,” says Jean-Luc Barone, White Lodging CEO of hospitality management. “We are developing real curriculum and programs to meet the growing demands and thirst for personal development that this workforce is looking for.”

White Lodging is additionally enhancing its relationship with Purdue University in effort to develop future hospitalitarians. Purdue recently renamed its hospitality program to White Lodging – J.W. Marriott, Jr. School of Hospitality and Tourism Management.

As part of the relationship, the Union Club Hotel at Purdue recently transitioned into the first student-run Autograph Collection hotel. The hotel serves as a hands-on learning lab, where Purdue hospitality students can work and learn about hotel and restaurant operations while earning college credits.

“The way we win the talent war is by creating a company that allows each individual to be their best selves and grow, and that’s just what we’re doing,” states Barone.

White Lodging opened four new premium brand urban hotels in 2021, including the J.W. Marriott Charlotte, Canopy San Antonio Riverwalk, Austin Marriott Downtown and the Moxy Austin University.