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North Jersey's First Dual-Branded Hotel Opens in Teaneck

Hilton's Hampton Inn & Suites, Homewood Suites Share 350-Room Sanzari Property at Glenpointe
August 10, 2018

The new, dual-branded Hampton Inn & Suites and Homewood Suites at Teaneck opened its doors Thursday. Executives from Alfred Sanzari Enterprises, White Lodging, M&T Bank and local Township of Teaneck officials including Mayor Hameeduddin celebrated the first of its kind hotel with a ribbon cutting ceremony.

The dual-branded hotel trend has come to Northern New Jersey with Thursday’s opening of the Hampton Inn & Suites and Homewood Suites, two Hilton chain properties, in Teaneck, NJ.

There was a ribbon-cutting ceremony at the 350-room, 15-story hotel, which has begun welcoming guests at its location at 1 Glenwood Ave. at the Glenpointe office complex. The Hampton Inn portion of the hotel has 190 rooms, while the extended-stay Homewood Suites has 160.

Hospitality companies have been increasingly opening dual-branded hotels, a practice of pairing two distinct hotel concepts under one roof, giving guests a choice of different accommodations and price ranges for rooms at one location. It also allows hoteliers to save money by consolidating not only amenity space – with patrons of both hotel brands sharing common areas like lobbies and gyms – but also so-called "back-of-the-house" operations such as housekeeping and food and beverage service.

"When you put two brands with strong consumer franchises together, what you have is a very strong one-two punch," said Tom Engel, founder and chairman of T.R. Engel Group, a lodging asset management firm in Boston.

The dual-branded property in Teaneck was developed and is owned by Hackensack, NJ-based Alfred Sanzari Properties, which also owns a Marriott across the street from its newest project at Glenpointe, which is also part of the real estate firm’s portfolio. The Hampton Inn, Homewood Suites and Marriott are all managed for Sanzari by White Lodging Services Corp., which is based in Merrillville, ID.

After the ribbon-cutting, David Sanzari, president and chief executive of Alfred Sanzari Enterprises, said that the three hotels will complement each other, not compete.

"The Marriott is a full-service property, with room service and 25,000 square feet of meeting space, whereas this property is more select service," he said. "There’s no room service. They do have separate elevators, separate dining rooms – one for Hampton Inn & Suites and one for Homewood Suites. And honestly, these two hotels are going to complement one another. A client can book rooms here at a lesser cost than the Marriott, and book their meeting space at the Marriott that’s right across the street."

The Hampton Inn & Suites caters to the busy business traveler, offering a free hot breakfast or "On the Run" breakfast bags, a 24-hour business center with complimentary printing, and a refrigerator and coffee maker. Homewood Suites is more of an extended-stay hotel, with studios and one-bedrooms equipped with a full kitchen. Guests even have a grocery shopping service available to them.

There is enough demand for all three at Glenpointe, according to Sanzari, who noted that a number of companies are based in North Jersey and need hotels for corporate visitors, and that Glenpointe itself has 650,000 square feet of office space, which can create business for the dual-branded hotels. He also said that he expected business from professional and college sports teams, which the Marriott has had in the past.

Hilton considers itself a leader in developing multi-brand hotels, and earlier this week announced that it had opened its first tri-branded property: A Hilton Garden Inn, Hampton Inn and a Home2 Suites in Chicago, all connected to McCormick Place, North America’s largest convention center at 2.6 million square feet.

"Bringing together these three category-leading brands and their signature, yet distinct, offerings under one roof provides travelers with a wealth of shared amenities, and the opportunity to enjoy the warmth and hospitality of Hilton through an innovative lodging option that fits a variety of travel needs and desired price points," Bill Duncan, Hilton's Global Head, All Suites and Focused Service Category, said in a statement.

Hilton currently has more than 85 open, multi-brand properties, "with an even larger pipeline of multi-brand projects in development around the globe," the company said in the press release announcing its new tri-branded Chicago property.

Engel said that his firm is involved in the dual-branded Homewood Suites and Hampton Inn that opened in 2016 in downtown Chicago’s West Loop area, a project that he is now essentially duplicating in the seaport district of Boston.

"We’ve had great success in Chicago, largely because of the strong but different type of market demand those two brands generate," Engel said. "You have a very loyal, frequent traveler in the Hampton by Hilton. It’s a strong value proposition."

Homewood Suites appeals to two types of guests, according to Engel. That is the mid-week corporate traveler who is staying three to five nights, and on weekends to families who can take advantage of the pullout sofa beds, in addition to the regular full-sized bed, that are in each room to accommodate more people, he noted.

Linda Moss, Northern New Jersey Market Reporter  CoStar Group   
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