Howard Johnson

In Argentina, casinos, spas and convention centers have replaced the orange roof and 28 flavors.

It’s hard to remember the last time you heard about a new Howard Johnson hotel opening in North America. That’s because the chain peaked in 1975 with 1,500 properties in the U.S. and Canada. The Carter-era oil embargo and rapid rise of fast food joints crushed the company’s motor lodge/sit-down restaurant model.

Do a Google News search today for “new Howard Johnson hotel” and you get no results. But change new to nuevo or novo, and you get a different story. That’s because HoJo’s parent, Wyndham Hotel Group, is moving the chain aggressively in an international direction toward, what can be considered EMTs, Emerging Markets for Tourism.

Just yesterday, Wyndham announced the next Howard Johnson hotel in Chaco, Argentina. While this type of announcement would go virtually unnoticed in the States, the news was a big deal in Argentina. In fact, a large throng of government officials and media trumpeted the announcement as validation of Chaco’s new tourism plan, Chaco Explota 2015.

With 22 existing properties, the chain is already the largest in Argentina and second only to China (33) for HoJo’s outside of North America. And these aren’t your grandfather’s HoJo’s with an orange roof and 28 flavors of ice cream. The Chaco property will have 150 rooms and a convention center. Other HoJo’s in Argentina even feature polo fields, spas and casinos.

Bottom line: It’s a fascinating case study of reinventing an aging brand for emerging markets, as Howard Johnson has tapped the fountain of youth and success in Argentina. For more information about lifestyle, travel and unique destinations in Argentina and Uruguay, download the new issue of InvestBA Privada.

Howard Johnson Buenos Aires Argentina

Howard Johnson S.A., the largest hotel chain in Argentina features luxury projects with polo fields.

As the wave of new developments and gated communities grows in Buenos Aires, Clari­n reports on the simultaneous growth in the number of local projects featuring luxury hotels and resort-style amenities.

“The goal is to offer a value-added service to the property owner,” says Clari­n, “giving them benefits within the development (assorted discounts) and enhancing the overall comfort level of the project. Several of these mega-hotels are located in the interior of the country (the majority in the Patagonia), taking advantage of the benefits and natural beauty in this part of Argentina.”

But BA residents don’t have to travel all the way to Bariloche or San Martin de los Andes to find these types of luxury developments. In fact, several hotels are being built in the surrounding Province of Buenos Aires, and U.S. investors will recognize one of the names behind some of the most high-profile projects.

Located in Brandsen, roughly 60 miles from downtown BA, the Howard Johnson Finca Maria Cristina features a 40-room hotel, Spa, Convention Center and Polo Fields. A HoJo with PoLo? That’s the level of style and sophistication the chain has achieved in Argentina where the Master Franchisee, H.J. Argentina S.A., has become the largest hotel chain in the country with 23 completed hotels and 18 under construction.

In addition to professional polo instruction and a helicopter transportation option, the Finca Maria Cristina project features a variety of accommodation styles including large, six-person Boutique Villas. The developer currently plans to build 15 of these upscale villas and make them available to the public.

For more information about Buenos Aires real estate opportunities, download IncomeBA and the new issue of InvestBA Privada.

 

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