Irving Company to Open Dual-Brand Marriott Near Airport


DALLAS, TX - JUNE 06, 2013: A new type of hotel combining two concepts into one is scheduled to enter the Dallas-Fort Worth market at the end of summer.

Irving-based NewcrestImage, a hotel development, construction and management company, is finishing up the final stages of its dual-branded hotel near the Dallas/Fort Worth International Airport. Half the hotel will be a Courtyard by Marriott International (NYSE: MAR), catering to the short-stay traveler, and the other half will be a Marriott TownPlace Suites, which aims to serve the long-stay traveler. It is slated to open on Labor Day weekend.

“We originally wanted to do a single hotel, 300 rooms,” said Jagdish Patel, NewcrestImage vice president of operations, adding that the company considered the dual-hotel idea to offer the best value. “We’re going after two different clienteles.”

NewcrestImage spent five and a half years developing the hotel, which broke ground in summer 2012. Patel said the economic challenges slowed the process down. The hotel occupies 10 of 52 acres of land the company purchased in 2007. It will be off Bass Pro Drive between the Gaylord Texan and the Hilton DFW.

The building will have two entrances, one for each brand. It will comprise 301 rooms – 181 on the Courtyard side and 120 on the TownPlace side. The Courtyard will have an in-house bistro, and the TownPlace Suites will have kitchenettes in each room.

The idea for the concept is to keep two separate entities in one building, where management and operation costs can be shared.

“Were’ going to operate this as one hotel with two room types,” Patel said, adding that the goal is to keep both identities intact. “Budget-wise, it’s coming out to be very beneficial to us.”

The hotel will share a management team, cleaning staff, pool, exercise area and meeting space. Teams will be cross-trained to be able to serve both sides.

Marriott has two other dual-branded hotels. One is Houston and the other in Austin.

The nationwide trend is growing, Patel said.

Choice Hotels International (NYSE: CHH) introduced a Sleep Inn/MainStay Suites earlier this year. Hilton owns 10 dual-branded hotels, and plans to open more in the next couple of years.