A new landmark has emerged in Asheville’s skyline, offering a fusion of modern luxury and Appalachian charm. The Embassy Suites by Hilton Asheville Downtown, under the helm of Jack Benton, Area Director of Sales Marketing at Parks Hospitality Group, stands tall as a beacon of exceptional hospitality.
“Hospitality, to me, is a person who says, ‘I want to go to Jack’s hotel!’ rather than that person saying, ‘I guess we should book at the Embassy Suites,’” Jack says. “Hospitality is the delivery of an experience that brings people into a feeling of comfort and enjoyment, much like what we all strive for within our homes.”
Boasting 188 spacious suites adorned with contemporary decor inspired by the nearby Blue Ridge Mountains, the hotel provides guests with an oasis of relaxation. From the expansive 24-hour fitness center to the inviting indoor heated pool, every aspect of the Embassy Suites is designed to cater to the needs of discerning travelers.
Check out our full interview with Jack below…
Tell us about your business and the role you play in it.
The newest addition to the downtown’s skyline, the Embassy Suites by Hilton Asheville Downtown, opened its doors at the end of 2023, and is now welcoming guests. The 188-all suites hotel brings sleek and modern aesthetic to live, with interior design reflective of the Blue Ridge Mountains. All overnight guests at the hotel will enjoy, sprawling suites, large 24hr fitness center, indoor/heated pool; and daily made-to-order breakfast buffet and evening social reception, included for every stay. Embassy Suites and the meetings & events team are ready to welcome in corporate, non-for-profit and social events needing space & catering for up to 350 guests. The Blue Ridge Ballroom, is a gorgeous, 18′ tall ceiling, 4,700 sq. ft. space, that can flex into (4) smaller spaces. In addition to the ballroom, the hotel will have 2,000 more sq. ft of flexible space. The crown of the hotel, will be, “Soprana Rooftop Cucina.” Soprana is the Appalachia-meet-Alps style rooftop restaurant featuring brick oven pizza and locally sourced ingredients paired with a curation of craft beer, wines and cocktails. Staring directly at the Blue Ridge Mountains and being completely unobstructed, sunset is for sure to be a must visit (Opening in March 2024). As Director of Sales & Marketing for the hotel, as well as serving the same role for the DoubleTree by Hilton Asheville Downtown, directly across the street, I lead a team of locally experienced sellers, that are able to combine the two hotels together to form a cluster-sell for groups and events, while both hotels will continue to drive levels of service that each brand demands. We would love a visit, a dinner, a beer or even a stay-cation from all!
Tell us about your company culture.
At Parks Hospitality Group and our hotel, we have cultivated a diverse and inclusive culture that encourages authenticity which supports the growth and development of our team members. Our Four Key Pillars: People, Passion, Product and Purposeful Process are essential to our foundation and serve to influence our actions both internally and externally.
What is your company’s relationship with the community?
In addition to employing over 100 members of the community (over 50% full-time), we also are going to be great stewards from our catering department. We will be working alongside Food Connection, who RESCUES surplus chef-prepared food, REPACKS into meals, REDISTRIBUTES into communities which REDUCES food waste while easing hunger. As a hotel that expects to cater a great many banquets, we are thrilled to be able to partner with a company that works against food waste and enriches our communities.
What does “hospitality” mean to you?
Hospitality, to me, is a person who says, “I want to go to Jack’s hotel!” Rather than that person saying, “I guess we should book at the Embassy Suites.” Hospitality is the delivery of an experience that brings people into a feeling of comfort and enjoyment, much like what we all strive for within our homes.
What experiences do you strive to create for your customers?
I strive to create an experience that is above expectations and that leaves room for an organic surprise to my guests.
Which person or establishment inspires you the most?
He does not know this, but I do not think he will mind…Herb Arnold, of Biltmore Farms Hotels, inspires me. His love for our community, his ability to float into a room with grace and joy is infectious.
What’s been your company’s most innovative idea?
I believe that in 2021, when our DoubleTree in downtown Asheville, changed its level of service and brand affiliation to that of Hilton, was a tremendous move to align, the now two sister properties to interact together in a way, that is seamless to our guests. We are going to be encouraging our guests to visit both rooftop restaurants, both lobby level restaurants. Each hotel will always have a cup of sugar, or AAA batteries to spare for the other.
What do you enjoy most about working in your industry?
I enjoy the pace, especially in Asheville. We have such a elongated, and regimented high-season of travel into our community, and that length of time demands you to always be on your toes, always trying to find that next level of appeal for your property.
What is your company vision? How do you reflect it in daily work?
Our vision is the highest level of service to our guests and attendees. Daily work demands organization, innovation and ensuring that the people providing the service, are equipped and motivated to do so.
Through your experiences, what have you learned about customer service?
I’ve learned that there are endless chances, that customers of all varieties give to you, for you to WOW them, or even win them over. A bad experience always has the opportunity to be turned into a positive one, and a positive one always deserves to be praised and replicated.
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To learn more about Embassy Suites by Hilton Asheville Downtown, visit their website at https://www.hilton.com/en/hotels/avleses-embassy-suites-asheville-downtown/ and connect with them on social media via Facebook for the latest updates and exclusive offers.