Advaya's Musically Inspired MODO
1/27/2011 | Hotel Ruminating 2
In front of a packed press conference at the Americas Lodging Investment
Summit (ALIS) in San Diego, Calif. this week, veteran hotelier and
former chair of the American Hotel & Lodging Association John
Russell and his partners from the newly formed venture Advaya
Hospitality unveiled the name and concept of its new brand. In November,
Russell and Advaya announced the formation of the new company with the
promise of further details concerning the brand's launch. This week, the
company delivered on that promise.
Using the tagline, "The Hotel, Remixed" Advaya presented MODO, which
will make its debut in major markets around the world, starting with a
minimum of five properties in India and another five in Brazil. Advaya
also is in the early stages of establishing a fund to acquire strategic
assets and build new hotels, targeting major U.S. markets like New York,
Kansas City, and Miami.
The brand will be inspired by music, including its own MODO Radio widget
for its website, which will let users on social media sites share the
widget. The concept, according to Chris Jones, chief development
officer, will enable Advaya to take advantage of viral marketing on the
“‘Modo’ means ‘the way’ in Spanish, and we think of it as ‘The way to
stay,’” Russell said. “The name captures our brand’s
personalityMusic-centric, original, design-focused and on-track with the
way people travel today.”
Russell says MODO will appeal to tech-savvy business travelers who enjoy
new and entertaining experiences. The brand will have a wide
demographic and psychographic reach, including business and leisure
travelers with an interest in music, design, art, and fashion, he said.
The brand will feature an urban, Bauhaus loft design. With a vast
collection of vinyl records, CDs, and MP3 content, MODO will showcase
independent artists around the globe.
“In music and design, MODO will have a huge international focus-- the
U.S., Brazil, India, China and Europe, among other countries,” Jones
said. “The language of music is universal. It cuts across borders,
providing a way for people to do more fun things together. That makes
music a perfect fit for our new global brand.”
Full-service MODO hotels will house 100 or more rooms, a lively
restaurant-lounge, courtyard, pool, meeting and event space, library,
retail shop and gym. Nightly rates will be in sync with today’s
value-conscious travelers and the local markets. In the U.S., rates at
full-service properties are targeted to range from $90 – $150 per night
with the exception of some larger gateway cities. Additionally, a line
of budget lifestyle lodgings will launch in international markets this
year, creating a new niche of budget lifestyle hotels.
During the next three years, MODO will roll out in major metropolitan
markets in Brazil. Five to ten 150-room hotels will be strategically
located in the cities of Sao Paulo, Campinas, Curitiba, Vitoria, and
Manaus. MODO in Brazil will be developed by the newly formed ABR Brazil
LLC, a joint venture between MODO and BridgeRock Capital Management LLC.
Additionally, during the second half of this year, a MODO sister brand
will premier in India, creating a new market niche of budget lifestyle
hotels, according to Advaya
. Over the
next three years, a minimum of five budget lifestyle hotels will launch
in India under the MODO sister brand. The 60- to 80-room lodgings will
have limited food and beverage offerings and small meeting rooms. They
will be located in the cities of Chennai, Tuticorin, Kakinada, Vizag,
Building costs for a full-service MODO hotel will be approximately
$110,000 per key, including average land cost, with variations in major
gateway cities. “That’s at least 20 percent less than those for other
hotels in the same class,” Russell said.
Franchising is slated to begin later this year. Additional expansion is
planned through a combination of acquisitions, new development and
conversions of existing properties. Among the target countries are
China, Thailand, Malaysia, Singapore, and Sri Lanka.
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