Embassy Enters Waikiki Market

Brand to be part of Outrigger’s Waikiki Beach Walk

By: Dawna Robertson

Waikiki is busier than ever. But the bustle goes well beyond the destination’s record-setting visitor counts. Outrigger Enterprises, Inc. and Embassy Suites Hotels have announced a franchise agreement that will incorporate the upscale Embassy Suites brand into Outrigger’s Waikiki Beach Walk redevelopment of the Lewers Street area. Outrigger plans to completely renovate its existing OHANA Waikiki Tower and OHANA Waikiki Village hotels over the next two years, reopening the pair as the Embassy Suites-Waikiki Beach Walk.

According to Perry Sorenson, Chief Operating Officer for Outrigger Hotels and Resorts, the association with Embassy Suites helps Outrigger extend its management reach into new markets.

“This franchise agreement allows us to introduce Outrigger’s renowned island hospitality to Embassy Suites customers,” Sorenson explained. “At the same time, the hotels will continue to benefit from Outrigger’s long-standing relationships with travel partners around the world who associate Outrigger with Hawaii and the Pacific.”

For the transformation, the two OHANA properties will close during the second quarter of 2005. During the 18-month major renovation, all 844 standard hotel rooms will be converted into 421 suites (17 two-bedroom suites, 352 one-bedroom suites and 52 hotel rooms suites). Upon reopening, Embassy Suites will provide guests such signature services as its complimentary full-American breakfast and afternoon manager’s reception.

Embassy and Outrigger feel the suites will better serve the needs of repeat visitors and families - a growing market for both brands. “There are very few suite accommodations to serve the Waikiki visitor today,” remarked Lee. “By bringing the Embassy brand and our award-winning service to the heart of Outrigger’s Waikiki Beach Walk project, along with great restaurants and specialty retail shops, this area will become a highly sought-after vacation destination for families and repeat visitors.”

Waikiki Beach Walk Redevelopment

According to David Carey, Outrigger Hotels and Resorts President and CEO, the Embassy Suites addition is a major component of the Waikiki Beach Walk project. After nearly a decade of planning, construction on the $460 million upgrade to central Waikiki is set to begin this spring.

“We have been planning this tremendous project for several years,” commented Carey, “leading the way in redeveloping and reinvigorating Waikiki in order to keep our visitor industry robust and healthy. Our vision is to bring new life to the Waikiki Beach Walk area through major property upgrades, and the development of a dining and retail complex that will be a magnet for visitors and local residents alike.”