NEW YORK—Catering to a growing number of extended-stay travelers and international guests, Affinia Hotels has partnered with FreshDirect, an online grocery delivery service in the New York City metropolitan area, to provide guests with ready-to-make meals delivered to the brand’s hotels.
Launched in late August, the new partnership rolled out at the luxury hotel company’s five New York City hotels. Managed by Denihan Hospitality Group, Affinia Hotels strives to combine modern business amenities with the comforts of home. The new partnership provides travelers with convenience and flexibility, and liberates them from the limitations of room service, minibars and restaurant fare, according to the brand.
Affinia Hotels provides a range of programs and services for guests to customize their stay, as each hotel embraces the local attributes of each city and community. The hotel guestrooms already include fully equipped kitchens and kitchenettes. The grocery delivery gives guests the flexibility to eat in and stock their kitchens with desired food items.
“At most of our properties, we have kitchens or kitchenettes, and we get a lot of extended-stay guests, even though Affinia Hotels is not an extended-stay hotel product,” said Lisa Zandee, SVP of brand management for Affinia Hotels. “We knew that by having these amenities for our guests, we would be able to offer additional amenities that would make our spaces even more attractive and guest-friendly.”
Length of stay
Prompting the partnership with FreshDirect, Affinia Hotel management had observed an increase in guests’ length of stay at the New York City properties as a result of the kitchen amenity. Additionally, Denihan Hospitality Group noticed that guests have continuously inquired about where to find groceries near the hotels.
“Our work with FreshDirect is part of our commitment to providing to our guests customized experiences,” said Zandee. “They feel at home with the convenience of quick snacks and easy-to-prepare meals, saving time and money so they can focus on the travel experience, be it business or leisure.”
Further offering an efficient experience at the Affinia Hotels, extended-stay guests can order their selections from FreshDirect before they arrive at the hotel. Through a targeted outreach campaign, Affinia Hotels is marketing the new guest service amenity to its guests via pre-arrival emails upon confirmation of their stay. Guests can then order through Affinia’s online e-concierge service at the time of booking or at the hotel at any time during a stay. “It’s going to make it easier for guests,” said Zandee. “They can order beforehand or when they arrive. We’re trying to make it a seamless part of the booking experience.”
Additionally, the guestroom kitchen and kitchenettes already provide appliances, pots and pans and any homewares for preparing a meal. “Everything you would need to prepare or warm the meal would already be there,” said Zandee. “It’s all about making it easier for the guests, which would then elevate Affinia. It’s highlighting our service and focus on what is important to the customer depending on what they would need for their trip.”
In addition to offering à la carte options, FreshDirect offers a series of pre-arranged kits that give guests more choices. With the Business Kit and Healthy Kit, guests will have kitchens stocked with fruits and vegetables, Greek yogurt, chips, salsa and cookies. The kits are also equipped with a variety of four-minute meals and microwavable options, such as curried chicken salad or lemon-dill salmon. Starting at $75, the kit is subject to taxes and delivery fees. The hotel collection is also developing kits that will be locally sourced.
In most cases, FreshDirect deliveries will be sent directly to the guestrooms. “One of the benefits of FreshDirect is they are so reliable; that was part of our appeal to them and what their brand stands for,” said Zandee. “FreshDirect is convenient and stands for quality.”
The FreshDirect partnership takes place as the hotel industry rethinks in-room dining. New York Hilton Midtown recently replaced its in-room dining service with a gourmet self-service outlet. Affinia believes that offering guests a customizable and convenient method of ordering and receiving food is a winning combination.
“Overall, from our guest offering and industry perspective, I feel that this is a good product and a good offering based on the conversation that’s going on right now,” said Zandee.