This paper analyzes how four New York-area hotel websites target distinct traveler segments using the "upstairs" and "downstairs" guest framework. Drawing on examples from the Grand Hyatt Washington, Ace Hotel New York, Archer Hotel, and citizenM Times Square, the paper examines how each property's digital marketing reflects the preferences of its intended audience — whether business or leisure, socially engaged or privately oriented. The analysis reveals clear differences in the amenities emphasized, the language used, and the atmospheres promoted across each hotel's official web presence.
Within the hotel industry, travelers are often segmented by their social preferences and accommodation habits. Understanding how hotels tailor their digital marketing to these distinct traveler types reveals much about broader hospitality strategy.
Upstairs guests are defined as travelers who crave intimacy and "who spend less time in public areas and prefer private spaces such as bedrooms over more social spaces such as lobbies and lounges" ("Frequent travelers," 2000). The Grand Hyatt Washington is an excellent example of a hotel that caters to such a demographic. It advertises itself as a place where a traveler can "relax, play and stay connected" and enjoy "Hyatt Grand Beds®, 42" HDTV, and luxury marble bathrooms with Portico spa products" within the privacy of their own suites ("Rooms," 2015). The emphasis is on enjoying the traveler's personal accommodations rather than interacting with other guests.
The website promotes amenities likely to be attractive to business travelers looking for solitude as they attend to important matters: "stay productive at our oversized work stations with a Henry Miller chair, Wi-Fi access and iPod docks" ("Rooms," 2015). There is also the option of a business plan upgrade, further reinforcing the hotel's orientation toward the privacy-preferring professional.
In contrast, downstairs guests "tend to use concierge services more often, dine out of their rooms and prefer social spaces to private areas" ("Frequent travelers," 2000). The Ace Hotel in New York caters to business professionals who want to do serious work while still interacting with fellow travelers and enjoying the amenities of the metro area. For example, the Ace Hotel in New York has a lobby with "long communal tables, free Wi-Fi, coffee bar, and beautiful designs" which "have made it a working space that has been known to draw some of the best minds in Silicon Alley" (Hullinger, 2015).
The Ace Hotel New York specifically markets itself as a bustling place to network on its official website, rather than emphasizing any quiet, oasis-like quality it might possess. It describes itself as "a hotbed of startups, freelancers and people who just want to kick it," clearly positioning its brand around social energy and professional community.
Although New York famously advertises itself as the city that never sleeps, the Archer Hotel offers respite from the hustle and bustle of the Big Apple. For leisure travelers looking for comfort, the hotel includes "cable TV, safe, and minibar" in each room. "Coffee-making and ironing facilities as well as a private bathroom are also featured" ("Archer Hotel NY," 2015). This suite of in-room amenities is designed to accommodate guests who may be uncertain about venturing outside.
There is also a well-respected in-house restaurant for such guests. "David Burke Restaurant is on site at this Midtown Manhattan hotel. The restaurant features modern American cuisine for guests to enjoy" ("Archer Hotel NY," 2015). The hotel's interior resembles a beautifully designed and well-kept home rather than a standard chain property. Part of its turn-down service includes treats from some of New York City's most famous bakeries, along with the option of breakfast in bed. The hotel advertises that guests can "sleep soundly" even in a city which famously never sleeps ("Archer Hotel," 2015).
"citizenM markets fun, social atmosphere for outward-facing tourists"
Instead of in-room amenities, the primary attractions are the hotel's communal gathering spaces: a gym overlooking the street, a panoramic rooftop bar, and a canteenM in place of an in-room minibar. There are no luxurious restaurants; rather, the food available is largely grab-and-go but accessible 24/7. The hotel clearly caters to leisure travelers, given that its lively atmosphere and compact accommodations would make focused professional work difficult. It boasts that it is a "fun" hotel above all ("citizenM," 2015).
Taken together, these four hotel websites demonstrate how the hospitality industry uses digital marketing to target distinct traveler segments. Whether appealing to the privacy-seeking business professional or the socially adventurous tourist, each hotel's web presence reflects a deliberate strategy rooted in the upstairs/downstairs guest typology.
Ace Hotel in New York. (2015). Official website. Retrieved from
Archer Hotel. (2015). Official website. Retrieved from http://archerhotel.com/new-york
Archer Hotel NY. (2015). Booking.com. Retrieved from http://www.booking.com/hotel/us/archer-new-york.html
citizenM. (2015). Official website. Retrieved from https://www.citizenm.com/destinations/new-york/new-york-times-square-hotel
Grand Hyatt Washington. (2015). Official website. Retrieved from
Frequent travelers venture upstairs and downstairs in search of space. (2000). PR Newswire. Retrieved from
Hullinger, J. (2015). 7 best hotels for business travelers. The Week. Retrieved from http://theweek.com/articles/541579/7-best-hotels-business-travelers
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