CHICAGO: Hostmark Hospitality Group has hired Dome Communications to handle PR for the launch of a new hotel brand in the US.
Hostmark plans to open its first Amalfi Hotel in Chicago next February. Dome will handle media and community relations and some web branding activities, said Tim Pigsley, VP of marketing at Hostmark, based in suburban Chicago.
Hostmark manages and operates hotels around the world. The Amalfi brand is a new one it created for potential investors, and is being positioned in the luxury category. Pigsley said it will seek out a chic, refined, young, urban audience. It wants to be seen as more refined than the W chain, which has successfully positioned itself as hip with young professionals.
Hostmark contacted five Chicago agencies before selecting Dome. "We were looking for people who know Chicago," he said.
Hostmark hopes to open five Amalfi hotels around the country in the next three years. Dome likely would be used for other openings, Pigsley said.
Luxury hotel-room occupancy in the Chicago market is up 2.9% this year over last, while revenues are up 1.1%, Pigsley said. Hostmark thinks its Amalfi Hotel will open just as the market picks up in Chicago, he added.