Thompson Hotels is bolstering its New York properties in SoHo, the Financial District and the Lower East Side by offering New Year’s Eve packages that are tailored to what each hotel has to offer.
The chain is giving consumers a hotel package, culinary experience or complimentary upgrade depending on which property at which a consumer is interested in staying. All eyes on are New York on New Year’s Eve, so it is only fitting that luxury hotels offer high-end experiences on this night.
“The strategy is to offer a package that reflects the New Year’s Eve experience in SoHo, capturing the vibrancy of New York during this exciting time with the plush comfort and amenities available at 60 Thompson,” said Kim Manning, director of sales at 60 Thompson, New York.
“The Thompson customer base is looking for elite access that can only be obtained with connections for a distinctive experience,” she said.
Time to party
The 100-room 60 Thompson property located in SoHo is offering affluent guests the New Year’s Eve Package.
The experience includes a Champagne welcome amenity, dinner at on-site Kittichai Restaurant, VIP seating at on-site Thom Bar, a 60-minute deluxe massage and in-room continental breakfast.
The package starts at $1,500 for a king suite. The price is based on two guests.
Guests can also book the New Year’s Eve package at Thom Bar. The space will host live performances by Cuban band Grupo Irék and DJ Wanda Acosta.
There is a minimum check per person of $60 to reserve a table or general admission is $30. The party begins at 9 p.m.
Thom Bar
Meanwhile, Thompson LES’s new restaurant Blue Ribbon Sushi Izakaya is hosting the New Year’s Eve Bash at 9:30 p.m. The hotel is located at 190 Allen Street in New York.
The culinary package includes a five-course dinner, welcome cocktail, Champagne toast and music from DJ AJ.
Tickets start at $250 per person and reservations are required.
Blue Ribbon Sushi Izakaya
Also, Thompson’s Gild Hall property in New York’s Financial District at 15 Gold Street is encouraging bookings this weekend by offering a complimentary upgrade upon arrival to guests who are staying three or more nights Dec. 28-Jan. 5.
The hotel is also hosting a Champagne toast on New Year’s Eve.
Gild Hall
Seasonal appeal
Most luxury hotel brands are distinguishing their properties through exclusive experiences this season.
For instance, The Ritz-Carlton New York, Battery Park, is boosting winter foot-traffic by offering a "Skate and Stay" ice skating package throughout the winter season.
The package offers guests access to the ice skating rink at Liberty View Skate Park at the Robert F. Wagner Jr. Park in Lower Manhattan in New York. Guests can also enjoy other hotel amenities including priority access to the skating rink, wool scarves to keep warm, suite accommodation and breakfast from the 2West restaurant (see story).
In addition, Leading Hotels of the World’s Hazelton Hotel, Toronto, targeted ultra-affluent guests through a holiday shopping package for $199,000 that offered a two-night stay and private jet transportation.
The bespoke Holiday Season Shopping Package was available just in time for the gift-purchasing season. Guests received personalized his-and-her shopping experiences through the hotel (see story).
Furthermore, New Year’s Eve is a one-time deal each year, so marketers should offer experiences that nod to the exclusivity of the evening.
“New Year’s Eve packages are a great way for Thompson Hotels to introduce guests to all aspects of its hotels from the spa to acclaimed restaurants while providing added value,” said Tiffany Dowd, luxury hotel inspector and president at Luxe Social Media, Boston.
“Fun and festive packages have become somewhat of an expectation by affluent guests staying at luxury hotels over New Year’s Eve,” she said. “However, these guests are not looking for a typical party – they seek a complete luxury experience.”
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York