The Atheneum Suite Hotel: Staying the Course
Hotels and Resorts
Wednesday, 01 July 2009
The Atheneum Suite Hotel: Staying the Course
This high-end Detroit hotel is combating stiff competitizon with a complete renovation, loyal employees, and a European touch.
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The Atheneum Suite Hotel in downtown Detroit is located in the heart of Greektown, the city’s vibrant Greek neighborhood. The all-suite hotel, the only AAA Four-Diamond all-suite property in Detroit and part of Preferred Hotel Group, features traditional Greek décor combined with modern, luxurious touches: giant murals of Greek myths in the lobby, all-marble bathrooms, and classy nods to Greek heritage throughout, from meeting rooms named after Greek philosophers to new carpet with a Greek key pattern.  

That charming, non-chain feel, in addition to the hotel’s top-notch customer service and high-end restaurants, is a decisive factor in keeping the Atheneum on course to pull through a challenging period. The hotel industry is slogging through its lowest occupancy rates in years, and Detroit has been hit hard by the auto industry’s crisis.

Even so, the Atheneum’s occupancy rate currently averages between 50% and 60%, lower than its usual average of about 75% but much more promising than the 30% to 40% rates some hotels are experiencing. “We have a lot of loyal customers who come back over and over, and I think that’s why we’ve been better than others,” said Starsky Assadi, general manager. “We have the service and location, and we take care of them.”

The Atheneum Suite Hotel: Staying the Course
Starsky Assadi, general manager
Assadi also views the fact that there are so many long-term employees as a sign of success (and a beacon of hope) during challenging times. In an industry notorious for its high employee turnover, the Atheneum, which means “the gathering place” in Greek, boasts a remarkable track record in retaining employees: According to Assadi, about three-quarters of his 100-member staff have been at the hotel between seven and 17 years.

“They understand the good times come and go,” said Assadi, a native of Beirut, Lebanon, who himself has been at the Atheneum for 14 years. “Even when employees were getting four days a week of work instead of five days, they didn’t lose interest in taking care of the customer. That plays a big role: when the employees are happy, the customers are happy.”

Radical renovations
These days, guests have a compelling new reason to return to the Atheneum: a $4 million hotel-wide renovation completed in January after a carpet-to-ceiling overhaul. Since it opened in July 1992, the hotel has been a suites-only property, which has always been appealing to guests. However, in recent years, more hotels have opened in Detroit, including a casino hotel in the neighborhood, and Assadi knew a facelift was critical to remain attractive to modern-day travelers who demand more amenities than ever.

So, in a floor-by-floor process, each of the 174 suites was emptied, repainted, and stocked with new furniture, 42-inch flat-screen LCD televisions in both the sitting area and bedroom, new carpet, and free wireless Internet.

Close attention was paid to details, too. Bathrooms are stocked with vanity chairs and magnifying mirrors, for example, and power outlets are located right beside the desk in the sitting area so business travelers don’t have to clamber onto their knees looking for one. “That’s a big deal in some people’s eyes,” Assadi said.

Although the renovation wrapped up around the time the economy began to tumble, the investment was well worth it, Assadi said. “I’m very happy we did it,” he said. “Our customers appreciate it. They’ve mentioned many times how nice it looks, how clean it is, how crisp it is.”

Back to basics
Although high-tech conveniences like free wireless have been a notable draw for customers, Assadi, who describes himself as an “old-fashioned GM,” also keeps a sharp eye focused on the basics of quality, making sure everything in the hotel is clean and works like it’s supposed to.

Assadi instructs housekeepers to check things like lights and remote controls for every suite they clean. “All of those things goa long way with the customers,” he said. “People sometimes don’t think about that anymore because they’re looking for high-speed Internet.”

Another selling point is the hotel’s location. It’s a strong appeal for local guests who can take advantage of good rates on weekends for a “staycation,” a growing trend in today’s down market in which travelers opt to stay in their city to save money.

Assadi said the majority of weekend guests are local and suburban residents who relish leaving their car in the garage and walking to nearby Greek restaurants and venues for the city’s major sports teams. In addition, the Theater District is just a few blocks away. Staff are always on hand for recommendations, and guests can take advantage of the hotel’s complimentary shuttle service.

In the slumping economy, hotels must compete for fewer guests with less money to spend. As a result, the Atheneum has stepped up its marketing efforts, making sure it’s present on online booking sites such as Expedia and Orbitz and featuring special rates and packages on its Web site. “We’re constantly looking at any way we can get our name out there somewhere, somehow, for someone booking hotel rooms,” Assadi said. “We’re constantly working on getting every single piece of business we can get our hands on.”

One growing avenue for word-of-mouth marketing that thrills staff and management: Hollywood. For years, the Atheneum has hosted A-list celebrities and entertainers, including George Clooney, Danny DeVito, Jennifer Lopez, and Kevin Costner. But in the near future, it’s hoping to reap some star-studded advertising after hosting a well-known actor for a yet-to-be-released movie. Several scenes were filmed in the hotel. “On a radio interview, the lead actor said he loved his stay in Greektown,” said Debora Mancini, director of sales and marketing.

With recent tax incentives in Michigan drawing more filmmakers than ever, the Atheneum is eager to capture more of that business by positioning the hotel as a property that can handle the rigorous demands of cast and crew while filming. “We have the office space they require, and we’re ready to house them,” Mancini said. “It’s getting a lot of people looking at us.”
 
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