‘It’s at a time when we need it the most’: With Marathon back, hotels look forward to a busy weekend, but challenges remain
At the Revere Hotel Boston Common, excitement for the Boston Marathon was building all week. Runners were checking in. Employees decorated the lobby in yellow and blue. The Rebel’s Guild restaurant kitchen was planning a Sunday night pasta dinner.
It wasn’t quite like Marathon weekends of the past — those April days, before the pandemic, that kicked off Boston’s busy spring and summer tourism seasons. But the hotel was nearing full occupancy for the weekend, said general manager Mark Fischer, a welcome sign that the bump in leisure travel seen over the summer had not yet subsided.
“I can feel the buzz in my hotel lobby of runners who have started to head into the city, as well as friends and family coming to cheer them on,” he said. “We just have to keep the momentum going.”
Marathon weekend has always been a busy one for local hotels. Throw in a slew of other events — Red Sox playoff games, pandemic-postponed weddings that are finally happening, people just looking for a change of scene — and occupancy is up, at least for now, Fischer said.
Though hard data is not yet available for the fall, the Boston hotel market has been one of the slowest to recover in the country, according to data from Pinnacle Advisory Group, a Boston-based hospitality consultant.
Year-to-date revenue is down about 70 percent from 2019 levels. Business travel has yet to rebound, meaning hotels are relying on leisure travelers. Still, September was stronger than analysts expected, and October could follow suit — thanks to athletic events, university parent weekends, and warm weather extending vacation seasons.
”It’s a shot in the arm for the market, and it’s at a time when we need it the most,” said Sebastian Colella, vice president at Pinnacle Advisory Group.
Events like the Marathon and a revived fall sports scene have given hotels the guests they dearly needed to help make up for lost business travel, said Chris Allen, general manager of Boston Marriott Newton on Commonwealth Avenue, a mile and a half from Heartbreak Hill.
This weekend they are just about full, he said.
“Our weekends, Fridays and Saturdays, have been the bread and butter this fall, and even throughout the summer,” he said. “When [the Delta variant] started to surge in July-ish, that didn’t deem to put the brakes on the leisure travel as much as it kept the business travel at bay.”
But as with so many other areas of the economy right now, some workers are not benefiting from the rise in business, said Carlos Aramayo, president of UNITE HERE Local 26, a hospitality workers union. His members have only seen about 60 percent of their hours restored, Aramayo estimated, though the number may be higher this weekend. But whole departments at large hotels — typically people who worked in room service, dining, or lounges — remain at home.
If guests pay for a pricey hotel room and can’t order room service or access services they expect, Aramayo said, he worries they might choose an Airbnb or another short-term rental next time they visit the city.
“We strongly believe that in this moment, the interests of our members, the workers who want to get back on the job, align with the interests of our guests, who want to have a full service experiences at hotels,” Aramayo said. “From my perspective, a lot of the hotels in Boston are owned by real estate investment trusts …. Those are places that have been very aggressive at not reopening stuff. I think a lot of those financial entities are making these decisions without thinking of the guests.”
Among those employees is Zalinda Singh, who worked for in-room dining services at the Hilton Boston Logan Airport from 2015 until 2020, when she lost her job because of the pandemic.
“It’s been my favorite place to work,” Singh said. “You get a sense of, I just made this person’s day much better. Even if they had a bad experience somewhere else, I can make it better.”
Singh lives in East Boston with her husband and 11-year-old daughter. They lost a family member to COVID, and she and a few other relatives got sick. Since federal unemployment assistance for people laid off during the pandemic ran out in September, she said, it’s been hard to make sure her daughter isn’t too worried about money.
Singh would love to go back to work, she said — she misses her co-workers and interacting with guests, making sure their trays are exactly right so she can bring a bit of joy to their days.
“We’re patiently waiting,” Singh said. “We’re feeling that we’re long overdue.”
Gal Tziperman Lotan can be reached at [email protected] or at 617-929-2043.