Most agree December is the slowest month of the year for hotel bookings, but with a little creativity and lots of hard work, some Lansing hotels are not only weathering the economic storm, they are turning a profit. They credit customer service like no other for their ability to stay afloat.

“For 2009, you could say America was on sale,” jokes Gus Pine, general manager of the Radisson Hotel Lansing. On board since 2005, first as assistant general manager before taking the top spot in 2007, Pine arrived just as the economic tsunami was hitting the manufacturing industry. He says that's when the Radisson and others saw the beginnings of a major decline in corporate travel. The loss of a significant chunk of their client base led hotel executives to think outside the box. “Looking at pricing was something everyone was doing across the board,” Pine says. “We needed to identify what it was that made our hotel stay better than others and build on it.”

Pine says they first shifted their marketing strategy from corporate to transient business. "Those are the folks who are not related to any group or mandated to come here for a convention." Travel for that group is actually up this year as compared to last. Government-related travel, in addition to bookings for associations and other organized groups, has increased as well. Pine credits a good portion of the upswing to continued revitalization of Lansing's downtown area and the Radisson's proximity to the action. The hotel is connected to the Lansing Center via a covered walkway over the Grand River. Pine says that allows travelers to stay in the heart of the Capital City and enjoy all it has to offer. “There are 20 restaurants within walking distance and Oldsmobile Park is right across the street.”

The Radisson ran a summer promotion offering a free Friday night for those who booked a Thursday or Saturday stay. But while price cuts can attract business, they don't necessarily translate into repeat business. Pine says it’s the customer service amenities that keep travelers coming back again and again. “Travelers are looking for value and personal attention. We're always pressured to find ways to do more to make their experience the best it can be.”

The Radisson’s “Gold Points” program rewards loyal customers with discounts on everything from hotel stays to airline miles. The Radisson is also continuing its VIP event, which has been done every year since its opening in 1986. “With the need to find ways to save money we thought about eliminating the party this year, but that discussion
lasted only about 30 seconds,” jokes Pine. “We figured now is the best time to be thanking our customers for their loyalty.” Other amenities include a full-service restaurant on site. The Capitol City Grille also has begun offering discounts to government employees. “If you're visiting for business or just fun, everything you need is right here,” states Pine.

The effort to improve the experience for customers is far from complete. The hotel has been undergoing renovations since 2008 as part of a three-year improvement plan. In addition to upgrades on three guest floors, improvements were also made to the pool area and fitness center. Pine says the plan is right on schedule with no anticipated cutbacks.

“The good thing about our ownership group is they made a commitment to provide our customers the most up-to-date product and they plan to deliver.” 

Lexington Lansing Hotel
The Lexington Lansing Hotel has been in operation under its current ownership for over 27 years. General manager Cindy Bowen, who has been with the former Sheraton Hotel since shortly after its opening, says the facility offers even more to its customers now. “We want people to know it was just a brand change,” says Bowen, general manager of the Lexington Lansing Hotel. 

While hotels like the Radisson already have an established reputation for quality in the Lansing market, some are struggling to make their mark—again. The Lexington Lansing Hotel has been in operation under its current ownership for just three years. But the general manager, who has been with the former Sheraton Hotel since shortly after its opening 27 years ago, says the facility offers even more to its customers now. “We want people to know it was just a brand change,” says Cindy Bowen, general manager of the Lexington Lansing Hotel. “We have the same friendly people looking to take care of you and our commitment to quality service remains as high as it ever was. In fact, it's even higher.”

Bowen says the decision to switch brands from Sheraton to Lexington was a difficult one but in the end it was the right thing to do. “The ownership was taking the Sheraton brand in a direction that wasn't going to be compatible in our community with what works with our guests. It was a great brand but just time for us to make a change.” Bowen says the brand change now allows the Lexington more flexibility. “It's not as rigid a brand. We have the freedom to customize services and amenities to our Lansing customers instead of trying to appease the east and west coasts and everything in between.”

One of the changes involved shifting marketing from primarily business to leisure and group travel. That meant some changes for the facility, ranging from quick fixes to major overhauls. Instead of having the majority of its rooms with one king bed for business travelers, many rooms are now more family friendly with two double beds. Changes also include flat screen televisions in all guest rooms and the installation of new HVAC units.

Guests are also welcomed to a new look when they check in. Extensive changes were made to the lobby area including a new revolving door. “We took the look from traditional to more transitional,” says Bowen. The total cost: $1.4 million. The hotel also is home to the popular Christie's Bistro, a high-end restaurant drawing customers from across mid-Michigan. The Lexington is also the only major hotel in the area to
be pet friendly. “If you want to bring Fido, we'll be happy to pamper him too,” Bowen says. The hotel maintained its “cookies and milk” nightly delivery to guests and to some, it has become quite a memorable experience. “Even if people don't remember our name, they refer to us as the cookies and milk hotel.”

The 212-room facility has four suites, which include a sitting room and a separate bedroom area closed off by a door. Those luxury accommodations have played host to some big names. Then-U.S. Senator Barack Obama stayed there when he came through mid-Michigan during a presidential campaign swing. Other notables include journalists Barbara Walters and Tom Brokaw, football coach Joe Paterno and entertainers Cher and Ludacris. The hotel also recently hosted the 100th Anniversary Celebration of the NAACP and was the headquarter hotel when the LPGA came to town.

Bowen has seen many changes during her tenure, but technology has had the greatest impact. “Years ago I worked on the telephone all day. I didn't even have a computer. Now you could take my phone away but I couldn't function without the Internet and my e-mail.” She says despite the economic downturn, the company has been fortunate not to have to layoff workers, instead making some internal changes. "We are definitely doing more cross training where individuals do a few jobs each day instead of just one."

Bowen says she doesn't see a quick turnaround in the economy but is hopeful. She says when the public realizes the brand change from Sheraton to Lexington is a name-only difference, they'll be visiting in droves. "We offer the best and when people come through our doors, they'll know it!  We're the same 'cookies and milk' hotel they've enjoyed in the past."