DoubleTree by Hilton Sets Foot in Lafayette, La.

By Barbra Murray, Contributing Editor

In Louisiana, Hilton Worldwide’s DoubleTree by Hilton flag has been in place in metropolitan New Orleans and Baton Rouge for the last few years, and now it’s flying in Lafayette. The DoubleTree by Hilton Lafayette, a 327-key hotel owned by Garrison Wright Prop Co JV L.L.C. and managed by Hospitality Management Advisors, has just made its debut.

It may not be a top-tier hotel market, but Lafayette is on Doubletree by Hilton’s radar for good reason. “Lafayette is considered the economic center of the State of Louisiana and attracts numerous visitors traveling for business or leisure,” John Greenleaf, global head, Doubletree by Hilton, told Commercial Property Executive. “DoubleTree by Hilton Lafayette offers the largest number of hotel rooms in the area, as well as 22,000 square feet of meeting and banquet space that can accommodate large-scale events to small social gatherings. Having a presence here, especially in the business district, will help us capture the growing business and meetings market.”

Carrying the address of 1521 W. Pinhook Rd., DoubleTree Lafayette sits along the Vermillion River in the city’s bustling downtown area, and had been home to the Hilton Lafayette before being transformed into its current incarnation via a $12 million makeover. Housed in a 15-story glass tower, the property’s meeting space includes a 9,400-square-foot ballroom, the largest hotel ballroom in the city.

“The DoubleTree brand is the right fit for Lafayette for many reasons, but we believe our award-winning service culture will work well in this area in addition to the services and amenities our guests expect while staying at a DoubleTree by Hilton,” Greenleaf added. “We are committed to surpassing expectations for both business and leisure guests.”

The upscale Doubletree by Hilton brand is in global expansion mode and conversion activity is playing a notable role in that growth. In the first quarter of 2015, conversions accounted for roughly 40 percent of Hilton Worldwide’s room additions, a figure that is predominantly attributed to the DoubleTree by Hilton and the year-old Curio – A Collection by Hilton brands. Converts this year include the DoubleTree by Hilton Oklahoma City Airport in Oklahoma, formerly a Cambria Suites property, which opened in February with 134 rooms. In April, the 226-key DoubleTree by Hilton Grand Rapids Airport in Michigan officially welcomed its first guests, having previously operated as the Hilton Grand Rapids Airport.

“DoubleTree, many years ago, six years ago as we sort of re-envisioned DoubleTree and transformed it, it was all about being a great conversion brand and we’ve had amazing success,” Christopher Nassetta, president & CEO of  Hilton Worldwide, said during the company’s first quarter earnings call in late April. Recently, DoubleTree by Hilton reached the 100,000-room milestone, and there are approximately 40,000 additional rooms in the pipeline around the world.