June 19, 2013

Beechwood Expands Reach With Affiliation

The Beechwood Hotel in Worcester has become the third in Massachusetts to join the Worldhotels portfolio of affiliated, upscale and independent hotels.

The agreement, which Tom Griffiths — Worldhotels vice president of the Americas — said was reached six weeks ago, gives The Beechwood access to advertising, promotional and public relations campaigns, as well as exposure at industry events Worldhotels attends. As of Monday, the Beechwood is included in Worldhotels' hotel/resort directory at worldhotels.com.

"We're well known in this area of Central Massachusetts," Mark Waxler, general manager of The Beechwood, said in a statement. "Joining Worldhotels will broaden our visibility to an international audience, as well as enable us to provide additional benefits to our guests."

According to Worldhotels, which is based in Frankfurt, Germany, the affiliation allows the reservations for the Worcester boutique hotel to be made as easily as they are for large franchise hotels, via the phone, Internet and 450,000 travel agents worldwide. Guests can also earn frequent flier miles through Worldhotels' participation in 25 airline programs that include United Airlines, Air France and Lufthansa.

Griffiths said the process to join Worldhotels' network of 500 hotels across 250 destinations is rigorous. He said affiliated hotels undergo annual evaluations with unidentified guests associated with the company visiting the sites and grading them on more than 500 criteria. There is a fee associated with the affiliation, but Griffiths declined to disclose it.

The other Massachusetts hotels in the company's portfolio are the Vacation Village at Berkshires in Hancock and The Eliot Hotel in Boston.

Griffiths said guests of affiliated hotels, which span 65 countries, range from business travelers to families and are typically affluent. He said adding the Beechwood to Worldhotels' portfolio made sense to meet demand.

"Worcester is a well-known and upscale suburb of Boston, and in our evaluation, there is significant business demand from the Boston area and the northeast for a Worcester hotel," he said.

In a statement, he added that The Beechwood's "exceptional service and luxurious accommodations offer an experience that our guests are seeking."

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