Lewisville-based hotel company NewcrestImage will open a dual-branded hotel in North Dallas' Frisco Station in late June that will become part of a "lifestyle hotel campus" NewcrestImage calls a first in the U.S.
The new hotel at the 242-acre mixed-use Frisco Station development will have an eight-floor, 150 room AC Hotel and seven-floor, 150 room Residence Inn within the same building. Show Full Story
Plans call for expanding to a four-hotel campus, including a Canopy by Hilton and a Hyatt Place, by 2020.
"By putting four hotels in three buildings that are adjacent to each other, we are not just raising the bar — we are completely changing the way we provide travelers with the comforts of home, the convenience of the office, and the luxuries of a vacation," NewcrestImage chairman and CEO Mehul Patel said in a statement.
Dual-branded hotels are not a new phenomenon, though they have gained popularity recently. These kinds of hotels will often have two different front-of-house appearances and customer experiences despite being under the same parent company, but they share resources like staff, management, pools and laundry. They also allow hospitality providers to maximize square footage in regions where land is scarce and costs are rising.
NewcrestImage has also named two hospitality industry veterans managers of the property. Twelve-year industry veteran Marissa Maguire will become general manager, and 30-year veteran Kendahl Rasnick has been named director of sales.
NewcrestImage began opening dual-branded hotels in the Dallas area in 2013 with its Courtyard by Marriott and TownePlace Suites property in Grapevine.