Dearborn, Michigan. If you’ve never heard of it, it’s okay – you’re Canadian. However, if you have, you probably know it as the unemployment capital of the United States, in which case, it may come as a surprise that it’s also a luxury vacationing hotspot.
I know what you’re thinking – who would vacation in Michigan? How does this town even have a tourism sector? An even better question: how did broker John Jameson sell his Dearborn Ritz-Carlton this June at several million dollars, especially with its $250 rooms going for merely $150/night? Even according to Jameson, “This is not a Ritz-Carlton market.”
Well, the Ritz underwent an extreme(ly expensive) makeover. To shake the anti-luxury stigma associated with AIG’s poorly perceived retreat to the over-the-top St. Regis after its 2008 bailout, the Ritz-Carlton was renamed The Henry. Rates were lowered from previous standards, and The Henry also adopted the Marriott’s reservation system and customer loyalty program to appeal to a larger client base. While maintaining its distinctive character, the Ritz was remarketed as The Henry.
Renovations updated the hotel’s ambiance, but The Henry continues maintaining the glamour of the Ritz-Carlton legacy, albeit lower rates have made the hotel more accessible to the general public. In this, the Ritz embodies the American dream perfectly – when the going gets tough, the tough gets a new name. And a facelift.
