As head of Pinnacle Hotels USA, Bharat Lall guides a company that maintains a portfolio of select hospitality properties across states from California to Texas. Bharat Lall’s collection of premier hotels includes the Four Points By Sheraton San Diego Downtown, which is situated just a few minutes’ walk from local highlights such as the Little Italy, Balboa Park, and the convention-friendly San Diego Concourse.
The hotel is also in the vicinity of the compact Gaslamp Quarter, which spans 16 historic blocks and features a combination of cultural offerings, from museums and symphonic venues to nightlife and dining. Carefully renovated buildings from the Victorian era mingle seamlessly with modern office buildings that feature rooftop gardens and views of the city skyline and Pacific Ocean.
Serviced by trolley lines, the Gaslamp Quarter centers around Horton Plaza, a multi-level outdoor mall that features many boutiques. Arts are the focal point in galleries such as Michael J. Wolf Fine Arts, which inhabits the historic Brunswick Building. In 2017, the Gaslamp Museum brought attention to the neighborhood’s 150th anniversary through the exhibit Alonzo Horton: The Sesquicentennial of the Founding of New Town San Diego.
A veteran entrepreneur, Bharat Lall, MD, founded Pinnacle Hotels USA, which invests in underperforming hotels and develops them into profitable operations, in 1998. Beyond his work as the president and CEO of Pinnacle Hotels, Dr. Bharat Lall is a member of the San Diego Indian American Society (SDIAS). Since its formation in 1984, the SDIAS has focused on achieving four core objectives.
1. The creation and implementation of the Mahatma Gandhi Memorial Scholarship, which benefits high school graduates throughout San Diego in addition to recognizing Mahatma Gandhi’s contributions and influence throughout the world.
2. The recognition of all individuals in India and the United States who conduct themselves in a meritorious fashion, particularly in regard to improving relationships and understanding between the two nations.
3. The undertaking of projects that serve the populations of San Diego and India.
4. To foster and further the relationship between India and the United States, most notably through its Unity in Diversity cultural programs, which see the SDIAS arrange special events with a focus on Indian cultures and art.
A former practicing physician, Bharat Lall, MD, transitioned from a life in medicine to a career in the hospitality sector more than two decades ago. Dr. Bharat Lall now heads Pinnacle Hotels USA as chief executive officer, managing nearly 10 premier hotels in California, Texas, and Ohio.
Technology innovation has significantly changed how hotels manage their business, guests, and services. From launching websites that allow guests to search for rooms online to using apps to take reservations and share special packages, hotel owners continue to turn increasingly to technology to promote their businesses. Net Affinity, a full-service marketing firm specializing in the hotel sector, recently shared its top technology trends for hotels in 2015. These include the following:
1. Hotels will employ a more personalized web experience. Analyzing data about customer search and purchase behaviors, hotels will craft a platform that anticipates what a guest may be interested in and generate applicable content for easy and customized viewing.
2. Mobile payment options will rise. Following in the footsteps of the online retail industry, where alternative methods of payment through services like PayPal account for one in four transactions, the hotel sector will move toward more mainstream mobile payment options in an effort to increase revenue by offering guests improved convenience.
3. Proximity technology will be leveraged to send rich media messages to potential customers in specific locations. With 91 percent of the smartphone user population always in arm’s reach of their phones, hotels looking for growth should consider identifying locations for such marketing activities.
Since purchasing his first motel in 1990, Bharat Lall, MD, has been buying and managing hospitality properties for over two decades. Currently serving as the CEO and president of Pinnacle Hotels USA, a San Diego, California-based organization which he founded in 1998, Dr. Bharat Lall regularly stays up-to-date on different trends and changes within the hospitality and travel industries.
Like most other industries, the hospitality and travel trades regularly see changes and fluctuations, and already experts within the field are predicting traveling trends for 2015. Most are foreseeing a greater demand for cost-effective travel and the increased use of mobile devices. According to the president of Hotwire, Henrik Kjellberg, travelers are turning to their mobile devices more often for their bookings and travel plans. Because the use of social and digital travel planning is expected to grow into 2015, mobile users will likely be drawn to those travel vendors who offer discounts for booking through a mobile device.
Experts also predict that an increased number of travelers will be looking to save money in 2015; due to this, advance bookings may rise since many companies within the hospitality industry reward the practice with various discounts and sales. Additionally, travelers may choose travel packages more often and seek out discounts that are being offered for booking through specific means.
The president and CEO of Pinnacle Hotels USA (Pinnacle), Bharat Lall has more than 20 years of experience in the hospitality industry. With properties in California, Ohio, and Texas, Dr. Bharat Lall’s company found success purchasing failing hotels with improvement potential. Today, Bharat Lall, MD, has positioned Pinnacle as the head of full service and high-end select establishments. A major component of Bharat Lall’s success in the industry is his experience in hotel investment.
Hotel investment can be a beneficial and profitable endeavor, but there are several things to keep in mind that set it apart from other types of real estate investment. Before investing in a hotel, consider its location and competition. Strategic locations near shopping malls, airports, or other high-traffic areas can be beneficial unless the competition offers the same or better amenities for a comparable price. Potential investors should also determine how much they are willing to spend on upgrading or adding amenities, especially if a location lacks now-expected features like high-speed Internet and cable television. Because hotel investment is designed to provide regular returns for a number of years, potential investors should also perform extensive diligence before committing funds. From financial diligence to ensure performance metrics and audited balance sheets to digital diligence to confirm relevant web addresses are current, taking time to research every aspect of the investment will reduce the chance of discovering something negative after investing.