NASHVILLE, Tennessee — With Parks Hospitality Group's portfolio performing well across both leisure and business transient segments, Vice President of Commercial Strategy Chris Hardy said he sees opportunities in the "shoulder nights" of the week.
"We're seeing demand really peak on Tuesdays, Wednesdays and Saturdays, primarily across the board for our portfolio. So that has been an opportunity for us to continue to maximize those nights and days of weeks," he said in an interview at the recent Hotel Data Conference.
When it comes to growing business on the remaining days of the week, Hardy said the way to do that is at the property level.
"Every market and every hotel is different, and there's different demand generators, so it's just using the data to find where that demand is coming from, where you see it in the marketing, where you're seeing it in the market, and then making sure that you're deploying those strategies to capture those opportunities and that demand that is out there that could fill in some of those gaps," he said.
Parks owns, develops and operates all of its portfolio — primarily Hilton- and Marriott-branded hotels — and is focused on the southeastern U.S., Hardy said. The company is on track for its plan of opening two hotels a year and wants to secure market dominance in the cities it has hotels in.
The company's goal "is just to to be the best in every market that we operate in," Hardy said. "We want to be great brand partners. We want to be great community partners. We want to be a great place to work for our associates, and then at the end of the day, of course, deliver an outstanding experience to to our guests."
For more from Parks Hospitality's Chris Hardy, watch the video embedded above or listen to the podcast below.