By ZEINAB NAJM
DEARBORN — The newly named Royal Dearborn Hotel & Convention Center received new reservation and global distribution systems to help the hotel obtain additional business.
The hotel entered an agreement with Vimana Franchise Systems LLC giving Royal Dearborn an increased visibility with various airline and hotel restoration systems, corporations and travel agents.
The Birmingham, Ala.-based company will not replace the current booking services and engines the hotel currently uses, but increase the exposure.
Royal Dearborn operates as an independent hotel and will continue with its branding and use of search engines and travel websites.
“Royal Dearborn will still run as an independent hotel,” Lodging Host Hotel Corp. CEO Kevin Hilchey said. “We just want to get as much exposure as possible to increase our booking and top option for guests visiting Dearborn.”
Lodging Host Hotel Corp. took over management last November from Atmosphere Hospitality Management after issues with ownership occurred.
Royal Dearborn is Michigan’s second-largest hotel containing 772 rooms, more than 200 staff and 63,000 square feet of banquet space with multiple uses.
The hotel has gone through a series of name, ownership and branding changes over the past few years.
The current Royal Dearborn Hotel & Convention Center completed its new branding and logo changes in June.
In May, the hotel changed its name from Regency Dearborn Hotel & Convention Center to its current name. Before that, the hotel was known as the Hyatt Regency-Dearborn — built in 1976.
Israel-based Royal Realties, purchased the hotel in 2011 for $15.5 million and became its new owner.
The Hyatt name remained until 2012. When the company couldn’t agree on a new management agreement, the name was changed to Adoba Hotel Dearborn/Detroit.
The hotel’s future is still in the air after it was placed for sale back in June by New York-based Savills Studley’s U.S. Capital Markets – Hotel Group for between $30 million and $40 million.
“This represents a unique opportunity to invest in a major hotel asset free of debt, brand and management,” said Marc Magazine, Executive Managing director of Savills Studley’s U.S. Capital Markets Hotel Group in a press release. “There are numerous repositioning options for the property, including splitting the asset into two smaller hotels or even reducing the size of the hotel component by converting the top floors to residential use and transforming parts of ground-level space into retail.”
(Zeinab Najm can be reached at [email protected])