Leisure & Hospitality International - Spring 2015 - 74

G R EYS T O N E HO T E L S

The strategic partnerships that Greystone has created will help it continue to grow outside of the Pacific Coast.

"When we bought this one we decided not to change the name because
it had some equity," Horodas says.
"But we did want to make it more
distinct, so we looked at the various
King Georges and chose King George V,
who was king at the beginning of the
20th century. When you walk into the
hotel there is a life-sized oil painting
of King George V and we worked with
our designer to come up with some
heraldic, English-type themes."
Greystone has kept the space up to
date with small building evaluations
each year. Recently it embarked
on a major renovation that will be
finished by the end of the second
quarter. The $4 million renovation
includes refreshing the rooms, gutting and redoing the bathrooms and
refinishing the hallways.

74

THE COMMON FACTOR
Although each property is unique,
Horodas says Greystone's customer
service is the element that links them
all together. Greystone works with
Signature Worldwide, which conducts customer service training at
each property and keeps the corporate team up to date on individual
performance. It also works with LRA
Worldwide, which conducts quality
assurance audits of each hotel.
"LRA comes unannounced and
examines and inspects all areas of
the hotel and sends us a report on
the condition and cleanliness of each
hotel," Horodas says. "They help us
to stay looking sharp."
Greystone also monitors its online
reputation. The hotel owner-operator
works with Milestone, which manag-

LEISURE AND HOSPITALITY INTERNATIONAL | WWW.LHIMAGAZINE.COM Spring 2015

es its website and advises it on social
media and ecommerce operations.
Greystone also works with Revinate,
a customer relationship management firm that searches the Internet
and social media accounts every day,
downloading every review, comment, blog or social media mention.
It allows Greystone to interact with
guests quickly and helps it gauge
trends on what guests do and do not
want to see for their next stay.
All of these factors ultimately play
into the main goal of any service-oriented business: repeat customers.
Greystone has partnered with Stash
Hotel Rewards as a charter member
to offer guests a reward program that
is on par with branded hotels.
Greystone's strategic partnerships
will help the company as it seeks to
grow outside of the Pacific Coast.
As of now, its portfolio is based in
Oregon and Northern and Southern
California. The company is looking at
two more deals - a 120-room Southern California boutique hotel and
70-room Northern California highend boutique hotel - that it hopes
to finalize soon. But it's also hoping
to finalize some acquisitions located on the East Coast in 2015. It will
work with partners such as sales and
marketing group LE Hotels to help
it branch out. LE Hotels represents
Greystone Hotels at various sales and
tradeshows around the globe.
"We are branching out and looking
at other areas in our field," according to Horodas. "We would like to
be in all the major cities, all across
the West Coast and down South and
across the East Coast, hitting areas
like Phoenix, Houston, Boston and
New York. We're always looking for
ways to enhance the guest experience wherever we are and give each
hotel a sense of place."


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