The Lexington Collection of Hotels, Plaza Hotels, and Resorts bid adieu to members and participants of its debut conference in Las Vegas last week with a look back at its first year accomplishments and exciting news for the future.

Steve Belmonte, President and CEO of the Lexington Collection, announced that the Brand will continue its growth by forecasting an additional 45 new properties in 2008, including 30 domestic and 15 international.

"Hotel owners are excited about the freedom we offer to maintain independence and embrace their vision for their properties. At the same time, Lexington's members have the opportunity to take advantage of comprehensive resources associated with an international hotel brand," said Belmonte. "We truly are not a cookie-cutter brand."

According to Si Blake, one of the owners of the Lexington Hotel Charlotte (NC), she couldn't agree more. "Because of the freedom that Lexington offers its members, we are able to pursue all the unique features that we are planning to incorporate into our property to make it a healthy lifestyle hotel."

A highlight of the Lexington Collection General Session was the announcement of the Lexington and Plan USA partnership. Plan USA, one of the largest and oldest children's charities in the world, will air infomercials and PSAs (Public Service Announcements) featuring Steve Belmonte as a spokesman. The television schedule has the potential to reach 100 million consumers nationwide. Currently Plan USA spots run during prime time and highly-rated sports programs on national and cable networks.

The Lexington-Plan USA partnership will also be incorporated at the property level with hotels actively engaging in the Lexington Dollar A Day program, in which guests can elect to add a dollar a day for each night of their stay to their bill. In turn, 100% of that donation will be given to Plan USA to help build schools and hospitals in some of the poorest countries of the world.

"This type of philanthropy and smart partnership is something that not only I, personally, believe in, but something our guests will widely embrace," Michael Ellis, owner of the Lexington Clifford Riverside Resort (IL) stated.

During the First Annual Lexington Collection Conference, the following highlights took place:

 

• An Advertising Council and Advisory Board were formed to oversee the brand's marketing campaigns and Lexington's overall direction.

• The Advertising Council and Advisory Board approved the following promotional materials and campaigns:

 

1) Lexington's first worldwide in-room lodging directory; 2) Lexington Experience - the brand's first guest loyalty program, offering immediate rewards and upgrades; 3) 2008 Membership Development ad schedule; 4) Search Engine Marketing and Optimization Campaigns; 5) Travel Industry sales and marketing schedules.

It was truly a conference that featured "Magical Beginnings" for Lexington's growth, sales, and marketing programs.