“I have to give credit to our faith as individuals and as a company,” said Lapointe, president of Highpointe Hotel Corporation based in Gulf Breeze, Florida.  “We have terrific general managers.  We don’t have much turnover in our management ranks because we give our people the best possible support we can through technology.” 

Lapointe noted that Highpointe has completely upgraded its payroll system with a “time and attendance” application that allows the staff to clock in and out using their handprint.  This interfaces to a Web-enabled centralized accounting system, and business intelligence software --both from Aptech Computer Systems, Inc.-- they installed in the past year.  The accounting software also has a full interface with Hilton and Marriott PMS systems used by Highpointe. Thanks to the new technology double data entry is eliminated.  “We have been able to move ahead of many of our competitors who are saddled with systems that require expensive, labor intensive support mechanisms.”

Highpointe’s president acknowledged that a somewhat delayed decision in upgrading financial software actually worked to their advantage.  “As fate would have it, our timing allowed us to latch onto a new system that will let us leapfrog ahead.”  Key features of Aptech’s back office and Execuvue® business intelligence solutions that support Highpointe’s ability to efficiently add properties include:

• The systems are developed by accountants who know the hotel business, providing richer functionality and eliminating the need for customization; 

• Applications enable general managers, owners, and partners to query their hotels 7x24 for real-time information such as budget versus actual financials, and budgeting and forecasting via the Internet;

• Every property is linked to Execuvue® and Profitvue®, Aptech’s Web-based accounting system, via a URL on Highpointe’s web site.

• System flexibility provides accounting and statistical information to all the stakeholders in Highpointe’s business, primarily the banking community, in the form in which they want to receive it.

New Construction Anticipates January ’03 Recovery
 

Highpointe’s 13 properties, including eight in Louisiana, seven in Florida, and two in Massachusetts, total 1779 rooms and are described by Lapointe as “mostly all out-of-the-box Hampton Inns, Hampton Inn & Suites, Residence Inns, and Homewood Suites.”  However, the firm has established a strong niche of higher ADR limited feature hotels including historic renovations in downtown New Orleans and two beachfront hotels.

Hampton Inn Pensacola Beach Two Via De Luna Pensacola Beach, Florida

Highpointe will break ground in January 2002 on a Homewood Suites by Hilton, adjacent to its Hampton Inn at the Pensacola Regional Airport.  This 107-room all suite property will be patterned closely after the chain’s latest prototype. New construction also includes a SpringHill Suites by Marriott that Highpointe will operate on Pensacola Beach, the company’s strongest market since September 11.  Already under construction for three and a half months before the tragedy, the property will open next summer. 

Florida

“Pensacola is primarily a ‘drive-in town,’ and the gateway to the Sunshine State,” explained Lapointe.  “In September and October we beat last year’s numbers and budget at both the Marriott Residence Inn and Hampton Inn at Pensacola Airport.  Both are award-winning properties.  There was a down tick in air travel and, fortunately, a corresponding up tick in car travel.  Pensacola doesn’t normally have peaks or valleys in business, and its fabulous beaches are an ideal alternative to traditional fly-in resort destinations.” 

Louisiana

Lapointe described the engine that drives the hospitality train in New Orleans as being the convention segment, followed by leisure with business a distant third.  Highpointe, at a $115 average rate this year, enjoys a higher ADR in that area than regular Hampton Inns. “Post September 11, I believe the last STAR report I saw said the city was running down 15% to 20%. Our products are running better than that.  We are down 10% to 15% but up 14% over last year.   We use Hilton’s software and Aptech’s Execuvue®, which give us accurate and timely Smith Travel and financial information.”

The company’s hotels include a downtown project close to the French Quarter, another boutique property in the Garden District on St. Charles Avenue, and a 288 room Hampton Inn & Suites across from the New Orleans Convention Center which is a $30 million project, compared to the typical Hampton Inn which ranges between $4 and $5 million for 80 rooms.

Massachusetts

In the Massachusetts market where clientele is primarily business related, Highpointe’s two managed properties are down about 10% year to date, a trend that developed in the last 10 months.  “We are focusing on cost containment and relationship selling with our sales people in that area,” said Lapointe.

When asked to predict Highpointe’s annual revenue for the next one and five years Lapointe said, “Given the events of September 11, I would be very happy if, a year from now, our revenue from same store sales was flat.”  He added, “I think for our size, Highpointe is as sophisticated a hotel management company as you could find in this country given our focus on our accounting, front office and back office software programs.”

About Highpointe Hotel Corporation

Highpointe Hotel Corporation is a full-service hotel management and development company whose core management team has been in place since the firm’s beginning in 1982.  Based in Gulf Breeze, Florida, the company operates 13 hotels and has two other properties currently under construction. Highpointe has completed, in the past seven years, over  $100 million in new hotel development for its own portfolio, and has assisted in another $30 million for third party clients.  Highpointe’s Hilton and Marriott flags include Hampton Inn, Residence Inn, Homewood Suites, and SpringHill Suites.