Hotel Roanoke, local community benefits from becoming a 'Curio'

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ROANOKE (WSLS 10) -  A new brand is paying off for a historic hotel.

It's been nearly six months since Hotel Roanoke was added to Hilton hotel's prestigious "Curio collection."


The switch was made back in February as Hotel Roanoke was added to Hilton's world renowned list of hotels that best reflect local communities.

Now a Curio, Hotel Roanoke is featured next to some of Hilton's most prestigious guest venues across the United States and around the world.

"I think more and more of our guests want to visit cities and want to understand what each of those cities have to offer, " said Sandra Holt, Director of Sales at Hotel Roanoke. "This Curio brand really helps us to be able to do that for the guests."

Holt says since the change to Curio and launch of the new hotelroanoke.com, online visits compared to last year have drastically grown.

"We are seeing double-digit visits on that website which is exciting," Holt said. "It continues to grow each month since we've become a part of the Curio Collection by Hilton."

The brand allows Hotel Roanoke to break the Old Double Tree mold, and embrace the local culture.

"It really gives us the opportunity to take it one step further," Holt said.


Hints of that culture are featured in a recently completed multi-million dollar renovation of all 330 rooms. On the walls hang decorations of historic events that have happened through the city, as well as at Hotel Roanoke.

The food served at the hotel also now has a more local flavor. Being part of the Curio collection allows Hotel Roanoke to partner with local vendors giving a true taste of the Roanoke Valley.

Although the beloved Double Tree cookie is no longer the feature, there's a new nightly special; homemade peanut brittle made with locally grown ingredients including apples and peanuts.

"It gives our guests each evening a chance to come in and have a taste of the Roanoke Valley," Holt said.

That feature is offered every night from 7 p.m. to 9 p.m. in the hotel lobby. It's called the "Taste of Roanoke."

And there's more in the works.

Hotel staff are working on creating guest packages that center around local community events, and even the local craft brewing trend.

So as Hotel Roanoke continues to gain global attention, it's focus will remain on it's hometown heritage.

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