Luxury branding Positioned as Forbes Travel Guide Five-Star and iconic Chicago luxury property, there is an opportunity to upsell premium experiences, exclusive events, and high-end partnership programs with premium brands targeting affluent travelers and corporate clients.

Events & venues Strong venue capabilities from Grand Ballroom to private salons suggest cross-sell potential for corporate events, weddings, meetings, and incentive travel. Introduce bundled event packages and preferred supplier programs to corporate organizers.

Spa and wellness The 23,000 sq ft Spa and fitness facilities present cross-sell avenues for wellness packages, corporate retreats, and long-stay guest promotions. Propose spa memberships, group spa days for teams, and partner wellness brands.

Technology leverage Existing tech stack and guest services (The Hotels Network, Agilysys, maps, analytics) enable targeted digital campaigns, dynamic pricing, and loyalty integrations. Offer enhanced CRM-driven promotions, personalized experiences, and B2B partnerships for travel planners.

Market positioning High-end Chicago market with other luxury brands; there is room to target corporate incentive programs, luxury group travel, and sponsor collaborations with nearby attractions (Navy Pier, Magnificent Mile). Develop co-marketing with local partners to capture demand from business and leisure segments.