WICHITA — Wichita's Ambassador Hotel, which has struggled since opening in January, may become part of the growing Autograph Collection by Marriott.
"I'm looking into soft brands," says Paul Coury, chairman of Tulsa-based Coury Group.
The soft brand trend allows boutique hotels to retain their independence but align themselves with the power of a large chain.
Coury won't confirm if he's working on a deal for the Ambassador to become part of the Autograph Collection.
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He does say, though, "If we were to do anything, it's a good fit for what we do."
Coury says a soft brand would allow the Ambassador to keep its name and individual style "but still maintain certain standards."
"We're not where we originally hoped to be by now," he says.
"I don't think we did as good of a job as we needed to to get the major demand generators exposed to our product."
He's referring to groups and businesses that can commit to annual contracts with hotels, often at the start of each new year.
"We're getting ready to burn through 2013 pretty quick," Coury says. "Once January rolls around, based on the feedback we've been receiving ... we'll reach the original projections."
There are several hurdles, he says.
"Sometimes things don't go the way you project," Coury says. "I made some mistakes. I misread the market on some things."