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3832 S Broadway Street
St. Louis, MO 63118
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Recently renovated, restored and re-opened with lounge seating and a bar, the Saint Louis Union Station - a DoubleTree by Hilton, continues to awe visitors with the first of its kind high-definition projection mapping experience in the Grand Hall, located at 1820 Market Street, St. Louis, MO 63103.
DoubleTree by Hilton Builds Customer Loyalty Worldwide Through 'Culture of Care'
"Social media plays a critical and expanding part of our marketing and our sales plans for all that we do," stated John Greenleaf, Global Head of the DoubleTree Hilton Brand.
by Betty Moore, SLFP.com
ST. LOUIS, MO, (SLFP.com), September 10, 2014 - The warm, soft freshly baked chocolate cookie has been creating a rewarding experience for hotel guests at DoubleTree by Hilton for more than twenty-eight years.
The cookies are baked fresh everyday from a secret recipe at 380 hotels and resorts in more than 34 countries, approximately 60,000 times a day, adding up to a whopping 21 million cookies a year. And there are 150 more Doubletrees planned in the future.
According to John Greenleaf, Global Head of the DoubleTree Hilton Brand, the simple gesture of giving a cookie to the weary traveler says "Welcome" in a very caring manner.
In a recent interview at the newly renovated Saint Louis Union Station Hotel - a DoubleTree by Hilton, Greenleaf explained how the company focuses on the little things that add up to the brand's philosophy of care.
"The one thing that you will see in all our hotels - and there are no two alike - is the Care Culture and the approach we take to the hospitality which we believe is unique. That's focusing on the guests, the team members and the communities which I believe we have the privilege of serving," stated Greenleaf.
"Create a Rewarding Experience or CARE is what we focus on," he continued with a big smile. "We view the chocolate chip cookie as the introduction or a 'taste of' the kind of experience you'll have at the DoubleTree. Sometimes, it's just that small touch of a warm cookie or greeting from a team member at the front desk that will make all the difference in a service experience".
As soft jazz music filtered in from the Station Grille in the adjoining room, he elaborated on company's focus on service and the art of listening.
"It may seem a subtle difference to some, but to us it's very important," Greenleaf emphasized. "Whether it's being very conscious of and responding to social media; whether it's the surveys we do for guests who stay in our hotels; or whether it's research we do with our owners, we listen well."
"We listen well to what our guests are telling us," he repeated. "We listen well to our associate opinion surveys that we do globally with all our employees at all our hotels to find out how we as a company are doing for you if you work for Hilton. And, we listen to how they think we are working with our guests."
DoubleTree has raised the benchmark several notches for staying in touch with their guests. The company has hired agencies and people who do nothing but social media.
"Social media plays a critical and expanding part of our marketing and our sales plans for all that we do," stated Greenleaf. "For us, it's not a stand alone but something we have integrated into all that we do."
"For example," Greenleaf continued, "if you were to go to China, we are the hotel brand with the most followers on their equivalent of Facebook, even though we only have 20 hotels there. It's a great source market from China to the rest of the world. From a branding perspective, we are doing the best we can to create awareness of the brand and communicate with people who we think could be customers in other places in the world and doing it purely through social media."
DoubleTree has a team that reads every social media comment for every hotel everyday, he explained, adding that if they want a response, the team would respond or craft a response that the hotel could use.
He related the story of a guest who tweeted that his air conditioning was not working. The hotel team saw that there was a guest who had tweeted his status, went up to the room and knocked on the door, offered him an amenity and even fixed the air conditioning in the room.
The guest was floored, Greenleaf said with soft chuckle.
DoubleTree's unique culture of care transcends the guest experience to include hotel owners and their team members. Greenleaf stated that the loyalty of the team members at the hotels is not unlike that of guests who experience the company's unique approach to hospitality.
He noted that St. Louis an important market for the company. "We've had a wonderful partnership with Lodging Hospitality Management ever since they opened their first Hilton brand ten years ago. They are going to be building a Homewood Suites and are very actively involved with all the brands Hilton wide."
"The Saint Louis Union Station is just a great example of the creativity they have and the flexibility that DoubleTree has to do a unique historic hotel like this in such a way that it fits," concluded Greenleaf.
- Mayfair Reopens As Magnolia Hotel St. Louis
- Drury Inn & Suites to Open This September in Brentwood
- Grand Hall Experience at St. Louis Union Station Hotel
- Marriott International Receives Best Employers for Healthy Lifestyles Award
- Magnolia Hotel Brings Hollywood Glamour to Downtown St. Louis
- Hyatt Regency St. Louis at the Arch to Host Over the Edge, October 4, 2014, for Special Olympics
- The Broadway Columbia - a DoubleTree by Hilton Opens in Vibrant North Arts District of Columbia, Missouri
- Drury Hotels Is J.D. Power 2014 Customer Champion
- Saint Louis Union Station Welcomes Guests for National Train Day
- Special Olympics Missouri and Hyatt Regency
St. Louis at The Arch Take Partnerships to New Heights with Fundraiser
- GoodSports Hotel and Fieldhouse Planned for Chesterfield Blue Valley
- Hyatt Place St. Louis Opens Adjacent to Chesterfield Mall
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