What makes a great location?

What makes a great location?

No hotelier would dispute the importance of location. For the luxury traveler, a recent Market Metrix survey ranks location second only to guest experience in choosing a hotel (and it’s worth pointing out that these two attributes are not unrelated). It is the most important factor determining where the midscale traveler rests his or her head and, in all categories but economy, location rates higher than price in priority. It’s also one of the only characteristics of a hotel that is unalterable if you get it wrong.

So, what makes a location great for today’s traveler?

Accessibility: Convenience is king. Whether they are traveling for business or pleasure, your guests want to spend minimal time in transit to that business appointment, concert, beach or golf course. That was a key factor in our choice of sites for the upcoming Trump International Hotel & Tower Toronto. The corner of Bay and Adelaide Streets is prime real estate in the heart of Toronto’s financial district, putting guests within a short stroll of major banks, businesses, the Toronto Stock Exchange and the convention center, and directly above the city’s legendary underground shopping complex, PATH. It is also within a few blocks of four Metro stations, ready to whisk visitors to points beyond. Convenient public transportation is a great plus.

The neighbors: Is the neighborhood safe, welcoming and appealing? Does it invite your guests to step out for a fine dinner, window shop, duck inside a gallery or hop from museum to museum? The more enticements that await within a few blocks of your hotel, the more your guests will feel compelled to return. 

An iconic view: When your guests gaze out the window, what is it they’ll see? Do the views from your guestrooms and public spaces reflect the best of your location — whether an architectural landmark or a vast stretch of ocean? The Manhattan skyline and Central Park are framed by the windows of Trump International Hotel & Tower New York City, while The Terrace at Trump in Chicago treats guests to quintessential vistas of Lake Michigan and the Wrigley Clock Tower as they dine al fresco. Ideally, the scene that unfolds before your guests’ eyes is one they will want to remember and will make them say “this could only be here.”

There’s a “there” there (with apologies to Gertrude Stein): All of the criteria above can help contribute to selecting a hotel site that is authentic to the destination. It is equally important to bring the location in, creating a sense of “there” for your guests through an interior design that reflects your hotel’s surroundings. In Waikiki, for instance, every aspect of our hotel’s décor channels the spirit of Hawaii from its early history onward. And remember that location is about more than place; it’s about people, too. Invite local residents in to the public spaces of your hotel by creating attractive environments for after-work socializing and dining. After all, once your hotel is open, it is part of what defines your location, too.