Richfield Hospitality Blog

Industry Trends: Grab-and-Go

March 18, 2015

Today’s business traveler is, well, busy.  Life on-the-road is jam-packed will meetings, presentations, more meetings, and squeezing in normal work when a few, fleeting, free minutes permit.  Needless to say, with all the multi-tasking and working late, it’s a wonder that business travelers even have a minute eat.  Which brings us to our point.  They don’t.  The problem for emerging travelers today, is that they barley have a second to sit down, let alone sit down and enjoy a table service meal.  As a result, the business traveler will run across the street to the closest mini-mart or Starbucks and grab something quick and easy to settle the hunger pangs.

With the resurgence of business travel, hotels have seen an increase in demand for more convenient dining options.  Thus, the grab-and-go concept has emerged as perfect alternative to traditional dinning.  Not only does this concept drive sales by providing guests with flexibility, efficiency, and control; it allows hotels to create menus and pricing that cater to the demands of each location’s target demographic.

Grab-and-go options meet the flexibility needs of the business traveler.  With so many appointments, time constraints, and hours spent working late, it is virtually impossible for any traveler to adhere to any semblance of a normal eating schedule.  Instead of trying to rearrange work in order to get to the hotel restaurant before close, the grab-and-go provides a cost-efficient alternative that allows guests to purchase meals when it is convenient for them.

Additionally, the grab-and-go’s give greater control to the guest.  By offering a variety of nourishing foods, with better ingredients, and gluten-free, vegetarian, and vegan options, the guests have complete control over which foods align with their specific dietary needs, and are able to fuel their bodies appropriately.  The grab-and-go concept can be extremely successful for any hotel, as long as it is understands the guests wants and can provide the food options that meet their needs.

It is important for hotels to consider expanding to grab-and-go options.  Not only does the grab-and-go provide guests with convenient, healthy, and cost-efficient options, it is a revenue generating opportunity for the hotel and ensures that guest money spent on food and beverage is kept in-house.

5 Things Hotel Marketers Should be Thankful For

November 25, 2014

As we enter into the Holiday season, we wanted to look back over the past year, to think of all of the things we are thankful for that help us successfully market hotels.  Here are our top 5:

1. The Good Economy: The economy is continually improving, which means business travel is back and consumer/leisure travel is steadily increasing. As economic growth continues here in the US and abroad we will see ADR growth increase. Moreover, STR predicts that in 2015 we will see the highest hotel occupancy rates in years.

2. The Mobile Explosion: 2014 was the year of mobile adoption.  According to the 2014 Expedia Mobile Index more than 78% of business travelers have used a smartphone in some travel-planning capacity. With consumers increased use of smartphones, hotel markets have been able to successfully streamline bookings (with fewer clicks to book), provide faster check-ins, communicate in-stay offers, and overall enhance the guest experience.

3.  Ambassadors and Evangelical Customers:  Evangelical customers are those who spread their love of hotel properties via social media and word of mouth. These repeat visitors have the ability to influence perception, opinions and behavior through tweeting, posting, sharing and sending photos of their favorite places to friends and relatives; all with no cost to the hotels marketing budget.

4.  Digital Intelligence: Websites are smarter, ROI tracking is better, we can personalize emails and offers and have a massive amount of data at our finger tips.  These insights are a gold mine for marketers and have allowed for better content and communications.

5.  TripAdvisor: Consumers have become savvy to most marketing techniques and no longer believe what companies tell them. Now they only truly listen to each other, which is why TripAdvisor has been so successful. This unbiased portal helps consumers validate hotels, while still allowing hotel marketers to direct relevant consumers straight to the property website. While negative reviews can hurt a property, those that are handled properly can also demonstrate honesty and authenticity.






Managing Social Media Marketing

October 17, 2014

Last month at an annual Richfield conference we discussed how to use social media to promote your hotel, and we wanted to share a few of the most notable points:

The shift from desktop to mobile is happening across all industries, especially in the hospitality industry, where mobile is seeing a 35% increase and desktop is seeing a 10.3% decrease in page views (according to HeBS Digital).  Not only is this leading to consumers booking on mobile but it is also leading to consumers interacting socially more often and faster than ever.   Now more than ever, it is becoming extremely important to share the digital voice platform with your customers.  The hotelier’s role is simply to host a great experience. Let the customers host the conversation with pictures, videos and comments. Of course letting your customers control your social voice can be risky. That is why it is imperative that you respond to comments.  This puts the power back into your hands by showing the customers you are listening and care about their options.

Along with the transition to mobile another major trend is simplicity.  Hotels need to make booking a room easy and straightforward.  Booking widgets are a great tool, especially on mobile.  Utilizing a widget can help reduce the amount of clicks, making it easier for your customers to reserve rooms, which will lead to better conversions. Keeping things simple also means reducing the amount of offers shown on mobile. Choose a few of your best offers that will be relevant to people on the go.

Finally, you cannot just manage social media independently from your other marketing strategies. Your strategies need to be part of a multi-media campaign that all convey the same message and tone.  Using emails, SEO, SEM, banner ads, and social media promoted posts should all be part of your campaign, because the average traveler is searching 21.6 websites before making a booking, and the more presence you have the more likely your hotel will get booked.

Richfield Hospitality Ranks on Inc. Magazine’s Inc.500|5000 – The Fastest-Growing Private U.S. Companies

August 22, 2014

Richfield Hospitality Ranks No. 2177 on the 2014 Inc. 500|5000 With Three-Year Sales Growth of 182%

Inc. magazine ranked Richfield Hospitality NO. 2177 on its annual Inc. 500|5000 list, an exclusive ranking of the nation’s fastest-growing private companies. This is the second year in a row Richfield Hospitality has made the list, with revenues growing from $4.4 million in 2010 to $12.6 million in 2013.

“It is an honor to make the Inc. 500ǀ500 list and be among some of the fastest-growing companies,” said Will Loughran, president of Richfield Hospitality. “Richfield has been undergoing many changes in the last year, but our focus is always been providing exceptional hotel operations; which has helped support our continued growth pattern.”

Richfield was also ranked 17 on the top 20 Travel & Hospitality Companies list. The company is poised to continue to grow within the industry, with a three year growth of 182%, while the travel and hospitality industry growth rate is averaging 82%.

Complete results of the Inc. 5000, including company profiles and an interactive database that can be sorted by industry, region, and other criteria, can be found at, Richfield’s company profile can be viewed at

The 2014 Inc. 500|5000 is ranked according to percentage revenue growth when comparing 2010 to 2013. The minimum revenue required for 2010 is $100,000; the minimum for 2013 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons.

Millennial Marketing: New Age of Hospitality Consumers

August 14, 2014

Did you know that in the next five to ten years millennials will be the core consumers in the hospitality and travel industries?

Understanding how to market to this sector is critical as they enter into their peak earning, spending and travel years.  We compiled a few different insights that hotels can begin implementing now, as millennials start becoming the dominate consumer.

First it is important to know the demographics of this target audience. Hospitality Times has put together a detailed infographic showcasing the statistics of this group.

Millennial Demographics

Now that we know a little about them, below are some examples of how we can use our knowledge of this group to attract them:

Millennials are looking for a unique experience and are usually willing to pay more for that better experience. As they soon become the leading group of business travelers, it is important to know what factors can influence their decisions on where they choose to stay. For example, “foodies” (who are a prevalent subset of this market) are looking for a gourmet experience and are willing to spend 42% more company money on higher end meals, compared to only 26% of non-millennials.  This means hotels will need to revamp their lobby bars, restaurants and food service to meet the expectations of this sector.

Millennial travelers are also highly tech savvy and expect to have access to the web at all times.  This means hotels are going to have to invest in improving wi-fi and bandwidth to ensure its guests can be constantly connected.  Make sure that logging on to wi-fi is easy by removing obstacles like faulty passwords or low connectivity, but do not compromise security in the process.

A final insight to this group is that sustainability is an important component in the lives of these socially responsible travelers.  Creating and maintaining hotel policies around recycling, composting, reusing linens and towels can enhance a hotel’s reputation and give it a distinctive edge among these environment-friendly jet-setters.

For more insight about how to market to millennials contact us.

Will Loughran Named President of Richfield Hospitality – New Leadership to Accelerate Growth Trajectory

May 21, 2014

DENVER, Colo. – - Richfield Hospitality, a leading hotel management company, today announced that Will Loughran, the company’s senior vice president of sales and revenue strategy, has been named president.

“Will has been a consistent source of innovation and leadership during his tenure with Richfield,” said Sherman Kwek, CEO of City e-Solutions Limited, Richfield’s parent company.  ”Over the course of his career, he has proven himself in the various disciplines that he has undertaken and his background comprises a strong blend of operational and sales experience, not to mention his exceptional teamwork abilities. I am confident that his passion for the hospitality business will enable him to deliver outstanding results for both Richfield and the owners of the properties we manage.” (more…)

Peter Nichols Joins Richfield Hospitality As Senior Vice President of Business Development

April 28, 2014

DENVER, Colo. —Richfield Hospitality, a leading hotel management company, today announced that Peter Nichols has joined the company as senior vice president of business development. Nichols will head all business development efforts for the company, including third-party management and investment opportunities.

“Pete has a tremendous history in this industry and brings a strategic discipline to our development processes and team.” said Will Loughran Richfield Hospitality senior vice president, sales and revenue strategy.  ”His leadership and experience will be a great asset to the company and our aggressive growth strategies.” (more…)

Alan Baer Joins Richfield Hospitality As Chief Financial Officer

April 24, 2014

DENVER, Colo. —Richfield Hospitality, a leading hotel management company, today announced that Alan Baer has been named chief financial officer, responsible for directing the day-to-day operational finance activities of the company’s hotel portfolio. Baer joins Richfield from HRI Lodging where he served as senior vice president finance and chief financial officer for MetWest Terra Hospitality.

“Alan has a successful track record of financial leadership, and we look forward to him joining us in this critical role,” said Will Loughran, senior vice president sales and revenue strategy. “With significant experience, Alan will play an instrumental role in leading Richfield as it transforms the financial disciplines to provide owners and other stakeholders with the superior operating results they’ve come to expect.” (more…)

Jeanne Lynch Joins Richfield Hospitality As Vice President of Human Resources

April 17, 2014

DENVER, Colo.  —Richfield Hospitality, a leading hotel management company, today announced that Jeanne Lynch has joined the company as vice president of human resources. She will guide all Richfield portfolio hotels to attract, motivate and train high-performance employees.

“Having worked in a variety of industries in numerous countries, Jeanne brings great perspective on the human resources challenges and opportunities facing the hospitality industry,” said Will Loughran, Richfield Hospitality senior vice president of sales and revenue strategy. “I am confident that with her guidance, our team will develop top notch recruitment strategies, innovative professional development, and associate retention strategies that will propel Richfield as a leader in talent engagement. We are thrilled to have her onboard.” (more…)

Richfield Hospitality to Operate La Posada de Santa Fe Resort in New Mexico

November 22, 2013

Committed to positioning the eclectic resort as Santa Fe’s finest leisure destination 

SANTA FE, N.M./DENVER, Colo., November 22, 2013—Richfield Hospitality, a leading hotel management company, today announced that it has been retained by a venture sponsored by 1754 Properties LLC to operate La Posada de Santa Fe Resort and Spa in Santa Fe, N.M. Led by new ownership and operator, the hotel will undergo repositioning activities to establish the property as the premiere leisure destination in the heart of downtown Santa Fe in the Plaza district and the closest full service hotel to Canyon Road. (more…)

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