Located steps from Michigan Avenue and Chicago's famous Magnificent Mile, The James Chicago has 297-room hotel and 7000 square feet of meeting space and contemporary, original art throughout the rooms and public space.
Though in a very desirable group destination, the hotel was faced with strong competition from high-end, branded competitors with extensive national sales forces. Though the hotel offered meeting planners an incredible venue, many were lured by the promise of points and the chain network.
The hotel engaged Stash Hotel Rewards primarily as a tool for their sales associates to leverage and level the playing field with the branded competition. The James developed an award structure for meeting planners and offered it across the board to all prospects and leads. They created customized sales collateral and sent an email to their meeting planner database.
After joining Stash in June 2012, they implemented their group marketing in August. By the year's end, they had awarded points to 14 groups that booked and traveled in the last 4 months of the year. Total revenue attributed to the new group bookings: approximately $350,000. Total room nights attributed to this group business: more than 1400. And only at a cost of $4153, for an ROI of 84X. Through mid-April of 2013, they have awarded points to 9 more groups that have already booked and stayed at The James Chicago.