What Hotel Chain is Omni Part of?

Omni Hotels & Resorts is an upscale hospitality company that operates dozens of hotels across the United States, Canada, and Mexico.

But Omni is not part of one of the major chain families like Marriott or Hilton. Instead, it operates as an independent brand under private ownership.

Overview of Omni Hotels

Omni Hotels began in 1958 with the opening of the Dallas Omni Hotel in Texas. For many years, it remained a regional brand focused primarily in the southern U.S.

But Omni has expanded nationwide over the past two decades. It now comprises over 50 luxury and resort hotels representing around 20,000 rooms.

Key features of Omni properties include:

• Mid to large size hotels
• Full-service with multiple dining options
• Resort-style amenities like pools, spas
• Meetings and event facilities
• Prime urban and resort area locations

Target customers are business travelers, leisure travelers, groups, and events. Omni competes with chains like Hyatt, Marriott, Hilton, and independent brands in the 4-star hotel segment.

Ownership and Management

Omni Hotels & Resorts is part of Omni Hotels Management Corporation based in Dallas, Texas. The company was founded by Robert Rowling, who remains the current CEO.

Unlike franchise brands like Marriott, Omni owns and directly operates the majority of its hotels and resorts. A few are operated under management contracts.

In addition to Omni, the parent company Omni Hotels Management Corporation includes:

• Omni Vacation Rentals
• Omni Barton Creek Resort & Spa
• Other hospitality, golf, and real estate ventures

So Omni functions as an independent brand within the privately held Omni Hotels Management Corporation.

Why Omni Stays Independent

Many major hotel chains grow by acquiring smaller brands and absorbing them into their operating structure. But Omni has actively resisted offers to be purchased.

There are a few key factors that have contributed to Omni remaining an independent hotel brand:

1. Consistent Family Ownership

With the Rowling family at the helm since the beginning, Omni has not faced pressure from constantly changing investors and stakeholders.

They have focused on gradual brand growth versus quick returns.

2. Unique Positioning

Omni occupies an upscale niche providing luxury amenities and facilities beyond limited-service chains, but at lower price points than ultra-luxury brands. This helps insulate it from acquisition.

3. Diversified Markets

Omni operates hotels in various geographic markets from urban business centers to resorts and rental properties. This diversification makes Omni an attractive standalone company.

4. Reinvestment in Properties

Instead of diverting resources to shareholders, Omni continually reinvests profits into property upgrades and new hotel development. This benefits customers and strengthens the brand.

5. Direct Operation

Omni’s involvement in directly operating its hotels gives it tight control over the brand experience versus serving as just a franchisor.

Omni Loyalty Program

Omni offers its guest loyalty program called Select Guest. Members earn points that can be redeemed for free nights, upgrades, dining, spa discounts, and other perks across Omni properties.

Unlike mega loyalty programs like Marriott Bonvoy or Hilton Honors with thousands of hotels, Select Guest is focused exclusively on the Omni brand.

However, Omni Select Guest allows linking accounts with other programs like World of Hyatt to transfer points on a 1:1 basis. Omni is also part of organizations like World of Hyatt Small Luxury Hotels for additional benefits.

Acquisitions of Omni Hotels

While Omni itself has avoided being acquired, its ownership has changed hands a couple of times:

• 1996 – Sold by founders to Olympus Real Estate Partners
• 2000 – Sold to KSL Recreation along with Barton Creek Resort
• 2010 – KSL sells Omni to affiliates of Blackstone Group

So private equity firms have purchased Omni over the years. But throughout these transactions, Omni has maintained its corporate headquarters, brand identity, and operating structure.

Omni Hotel Brands

Under its core Omni nameplate, the brand segments its properties into three distinct collections:

Omni Hotels & Resorts

The flagship brand located in business districts, urban mixed use, and resort destinations. Mid to large-size hotels provide upscale accommodations and amenities.

Omni Resort Collection

Luxury resorts incorporating golf, spas, extensive meeting space, and local experiences. Often found in leisure destinations like coastal areas, mountains, and lakes.

Omni City Center

Boutique urban hotels with modern décor reflective of the local city. Smaller in size but retain signature Omni services.

This division allows tailoring properties to specific markets while maintaining consistent brand standards.

Conclusion

Omni remains on a steady growth trajectory, averaging about one new hotel opening per year. It opened the Omni Viking Lakes Hotel in Minnesota in 2022.

Upcoming locations hint at further national expansion into top-tier markets like Boston, Charleston, Gainesville, and Tempe.

With its prime positioning and focus on the luxury segment, industry experts believe Omni will continue on an independent path for the foreseeable future.

So while not part of a major chain, Omni succeeds as a privately owned and operated leading luxury hospitality brand. Its commitment to service excellence and guest experiences keeps customers coming back year after year.