NATIONAL REPORT—The dog days of kenneling or hiring a pet-sitter while traveling could be over because some hoteliers are amping-up their guest experience with amenities not only for people, but also for their furry, four-legged counterparts.
Marcus Hotels & Resorts is one such leader in the pack; the hotel group offers pet-friendly amenities in its independent hotels, as well as its properties affiliated with major brands. “Our pet-friendly initiatives have gone cross-brand,” said Laurie Hobbs, VP of marketing for the hotel group. “It’s not only the independent hotels, but it’s also the Hilton, Marriott and Sheraton.”
In fact, the pet-friendly movement has influenced the group’s marketing and operational strategy for new hotels. “Now, what we’re doing is every time we acquire the management contract or open a new hotel, we really evaluate it,” said Hobbs.
According to Hobbs, the number of pet owners in the U.S. has presented a marketing opportunity. As a way to gain perspective on the growing trend, she cited an American Pet Products Association (APPA) study that estimates 65% of households have a pet. “That’s a lot of people who have pets,” said Hobbs.
She continued, “One out of three owners take their pets with them if they leave for more than two nights. We looked at this from a strategic perspective and said this really makes sense for us to be pet-friendly.”
Marcus Hotel & Resorts has multiple pet-friendly destinations, including the Hilton Milwaukee, which allows pets to run and play in its enclosed courtyard; and the Lincoln Marriott Cornhusker Hotel in Lincoln, NE, which claims that “friendly staff is available to accommodate any pet needs and is prepared to give a pet or belly-rub in a moments notice.”
Skip Harless, general manager of the Hilton Madison Monona Terrace, another of Marcus’ pet-friendly hotels, created a four-legged VIP board at the 14-floor property in Madison, WI.
Upon arrival, Harless and his team greet the pet and its owner with a water bowl; then, they write the pets name on the VIP board and present the owner with a goody bag filled with a toy, treats and pet bags. They also offer a pet bed if the owner did not bring one. “It’s less expensive than kenneling,” he said of the $30-per-night pet-friendly package.
The hotel’s greeting program is not the only ingredient in its success; Harless said the city is a popular destination for pets due to its proximity to Lake Monona, where pets and their owners can spend time running, walking or biking in the area. In addition, the hotel is connected by skywalk to the Monona Terrace Community and Convention Center, a pet-friendly social destination that hosts events and concerts. Dog and master are also allowed to dine on the patio of the hotel’s ground-level restaurant, Capitol ChopHouse.
“It’s so much fun. Honestly, we’re open to a greater client base because we do this,” said Harless, who is a proud dog owner.
Harless estimates that the trend may be a part of society warming up to animal lovers. “I think it’s more of an open, accepted practice than it was a few years back,” Harless says of pet-friendly amenities.
At Valencia Group’s 123-key Lone Star Court in Austin, TX, General Manager Marcus Latner is so pet-friendly that he’s even brought his two-year-old Australian Shepherd named Jack to live on the property with him.
“Once I got Jack, Lone Star became his backyard,” said Latner, dubbing Jack the hotel’s unofficial mascot.
Latner says that he and Jack take daily walks around the perimeter of the hotel. Jack also walks through the hotel’s courtyard and plays with the children who are visiting. “It’s his job. Being a Shepherd dog, he likes to have a job. Every day, we have a guest with a pet,” said Latner, attesting to the success of the program.
Another example of the amenity’s success is the Barks and Brews program, which is a twice-annual event that invites guests and their pets to the hotel for a cocktail and social hour. Latner says the most successful Barks and Brews event was held on Halloween, when the hotel held a dog-costume contest. Even locals in the Austin area come to the event to participate.
Upon arrival at Lone Star, pet owners are presented with a dog welcome bag that includes a dog do-not-disturb sign. According to Latner, for the room to be cleaned, either the guest must be present or the pet must be in the carrier.
Latner said the biggest incentive for the program is giving his guests peace of mind. “The pet is part of the family, whether a dog, cat or hamster. It’s nice to be able to travel with them and not have the stress or worry of finding someone to watch them while you’re away,” he said. “It brings a certain level of comfort to your guest.”
Guests at Lone Star can bring two pets up to 50 lbs. each. The first floor is concrete, which makes it easy to clean messes, according to Latner.
Marcus Hotels & Resorts also relies on the fact that cleaning the room after the pet leaves is an important part of operational procedure and should be accounted for, according to Hobbs. “We make sure that after a pet stays the room is well-cleaned and cleared of pet dander after departure,” she said.
The amount of rooms or floors that are designated as pet-friendly should depend on the hotel demographic, management and location, according to Hobbs. “Some will have certain rooms designated as pet-friendly; others will have run of the house. It depends on the operation of the hotel,” she said.
Pet-owning visitors to Milwaukee would likely be surprised to learn of a particular pet-friendly destination in the city. “The Pfister Hotel is the number-one hotel of its genre here in Milwaukee. It’s a beautiful location; it’s where presidents and dignitaries from all over the world stay—and it’s pet friendly,” said Hobbs.