3 min read April 2024 — In an interview with Invest:, Mark Sherburne, general manager of The Carolina Inn, discussed the inn’s upcoming 100-year anniversary, significant renovations, and its strong post-COVID recovery. He highlighted the inn’s unique location on the University of North Carolina campus, its affiliation with Destination by Hyatt, and the evolving regional market.
What are some major highlights and milestones for The Carolina Inn over the past year?
We’re approaching our 100th anniversary, a significant milestone since our inception in 1924. Preparing for this centennial, we undertook a major renovation to showcase the property at its finest. Additionally, our recovery post-COVID has been strong, reflecting our century-long history of building a solid customer base. However, it’s our employees who truly bring The Carolina Inn experience to life. Despite labor challenges post-COVID, we have successfully rebuilt our team to pre-COVID levels, thanks to our strong culture. This year has been about forming a solid team to deliver the exceptional experiences our guests expect.
Given the unique location of the hotel and its long history, how do these factors influence the type of guests you attract and the services you offer?
Our location on the University of North Carolina campus is unique. We’re owned by the university but managed by Hyatt Hotels, a collaboration that brings unique benefits. While many know us for hosting visitors during university games like basketball and football, we attract a diverse crowd due to the university’s various activities. This includes guests from corporate, arts, and entertainment backgrounds. Our connection with the university and its wide spectrum of disciplines significantly influences the variety of visitors we welcome to The Carolina Inn.
In what ways does the affiliation with Destination by Hyatt enhance the experiences you provide to your guests?
While Chapel Hill might not be universally known, being part of Destination by Hyatt with its global reach allows us to share the unique charm of Chapel Hill and The Carolina Inn. This global platform enables us to stay true to our roots while engaging with a worldwide audience.
How would you describe the strength of the regional market for a hotel like The Carolina Inn, and what opportunities are you looking to capitalize on?
Over my 20 years in the market, I’ve seen growth and a change in seasonal patterns. Previously, there were distinct peaks and shoulder seasons, but now the demand is more consistent throughout the year. This steady flow of visitors, regardless of the season, offers a more stable market, allowing us to explore opportunities to attract guests year-round.
Have guest expectations changed in the last few years, and how are you adapting your services in response?
Post-COVID, there was a noticeable shift in guest behavior. People were eager to return to normalcy, creating a sudden surge in demand for travel and hospitality experiences. The challenge was rebuilding our staff with skilled, hospitality-focused individuals. Post-COVID, many were seeking jobs but lacked a genuine passion for service. We’ve had to invest more in training to bring new staff up to our desired level of expertise. Building a team with genuine hospitality interest, albeit with varying skill levels, required a concerted effort in training to maintain the high standards of service we aim to provide.
How is technology influencing the evolution of the hospitality industry?
At The Carolina Inn, visitors see a historic facade, but behind the scenes, technology plays a crucial role. We’re equipped with up-to-date technology to stay connected with the outside world. This modern technology, coupled with our iconic appearance, ensures that we meet the increased demands for safety, accessibility, and social media engagement from today’s travelers.
What is your outlook for the hotel and the overall tourism and hospitality industry in the region for the next few years?
The outlook for The Carolina Inn and the regional tourism and hospitality industry is very strong for the next few years. We’re seeing steady and increasing demand, with positive inquiries and booked business. This trend indicates people’s continued desire for experiences and their ability to spend on leisure, despite inflation affecting various aspects of life. Our guests are seeking quality experiences, whether it’s dining, attending events, or traveling. They’re working hard and looking to enjoy the fruits of their labor. Our top priority is to continue offering exceptional experiences that meet these evolving needs and preferences.
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