NASHVILLE, Tennessee — Fast-growing, Austin-based hospitality company New Waterloo is expanding its hotel portfolio, and that's providing some valuable lessons for its restaurant business, too.
Jennifer Spradling, corporate director of revenue strategy at New Waterloo, said in a video interview at the recent Hotel Data Conference that she's looking at how the company engages with booking platforms — not only for their five open hotels but also for their 11 restaurants.
"We're taking some of the successes that we have on the hotel side and working to apply some of those on the restaurant side," she said. "For example, looking at an OpenTable like an [online travel agency] and trying to really strategize with all of our discipline leads how to make more impact with our direct diners and hopefully not have to be as dependent on those sources."
Earlier this year, New Waterloo opened two hotels three weeks and 1,500 miles apart in Texas and Ohio. Now, the company already has plans for another new hotel in each state.
The Albert Hotel in Fredericksburg, Texas, and the Fidelity Hotel in Cleveland, Ohio, both opened in January. New Waterloo has announced another hotel in Ohio — this time in Cincinnati — and a luxury concept in San Marcos, Texas.
"We're really excited to start working on the Cincinnati project. It will be an amazing addition of inventory into that market. And we think there's just some really exciting things happening in Cincinnati, and we're excited to be a part of that," Spradling said.
In Texas, New Waterloo's next hotel will be in a growing area anchored by Texas State University and typically run by short-term rentals.
"I think that the university is a big player in that conversation for this particular project, because they have really kind of moved the needle for positioning Texas State in, not only Texas, but in some of those, maybe feeder markets that are bringing new students," she said. "So I think they're kind of, you know, kicking up their game, and to be a part of that project will be great for us.
Spradling said whether its with a new hotel or eatery, New Waterloo prioritizes really assimilating within the communities it's opening in.
"The through line for us is really impact hospitality and our you know, ethos to really be of the community of the city and bring really amazing experiences and in properties and projects exciting hotel inventory to those markets," she said.