In February, the phrase “pitchers and catchers report” signals the start of Spring Training. That’s great news for baseball fans and for hotels in those areas.

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According to Jill Skeen, director of sales and marketing at the Hilton Suites Phoenix, “The month of March is historically the busiest month for our hotel, in large part from Spring Training and Spring Fever. Everyone from the cold destinations is looking for an opportunity to warm up after a long winter season.”

Five years ago, I did just that. A few friends and I left the frozen tundra of Chicago and headed for the sunny environs of Mesa to see our beloved Cubs get ready for the season. Of course, five years ago, times were a bit different.

With baseball tickets becoming hot commodities and the economy changing, the demographics of the crowds changed a bit, too. Spring Training isn’t just for the “spring break” crowd.

Top-quality hotels, such as the Hilton, have addressed the situation. Skeen said, “We believe in general that the Spring Training crowd is looking for overall value in a convenient location when they are making their hotel selections. We specifically built our package with this philosophy in mind.” The Hilton package includes an upgrade to a two-room suite, the exclusive Hilton Sunrise breakfast buffet for two each morning and a special “Take Me Out to the Ballgame”-themed welcome basket and complimentary self parking.

I applaud that type of added value, especially considering the shift to a more affluent crowd. I know a couple of people who are headed for Spring Training next week as part of work conferences, and they have both chosen higher quality for their stay, as have their co-workers, because of added-value packages.

As I discussed in last week’s blog, quality is needed in these tough times. There are enough hotels everywhere that I do not have to give a second chance to a bad one. It is important for each hotel to grab the customer and keep the customer.

Considering everything, I wondered how things were this year in the Arizona Spring Training area. Skeen answered that by stating, “We are feeling a significant push in our leisure transient occupancy March 2010 versus March 2009.” Hopefully, the Cubs will also experience that feeling.

— John Wroblewski, distribution specialist