In a city awash with massive hotels, The Seneca is a small, European style hotel without the colossal lobby, 4-star restaurant, and celebrity guest list. Half of its units were rented out as hotel rooms, the other half as apartments. And so…
- The Challenge
- No Identity (nothing bad… just—nothing)
- Fish or Foul? (is it a hotel? or an apartment building?)
- Guests (mostly long-term corporate clients. few tourists or conventioneers)
- The Opportunities
- Not Big--Suite (each unit was built to be easily converted into an apartment, but unit size was never promoted—until now)
- Priced Right (most rates were based on longer, discounted stays)
- Location! Location! Location! (just a block off the Magnificent Mile)
- Small is Good (target those who want the personal touch)
- The Solution
- The Intimate Escape (appeal to those not attracted to the large chains)
- Mostly Suites—Priced Like Rooms (offer spacious accommodations to budget-conscious executives and families)
