For the Bethesda Doubletree Hotel, business is fun and games

Unusual tactics are used to lure customers

The 269-room hotel is succeeding on that front.

Since the hotel was converted from a Holiday Inn two years ago, McMahon has completely changed its look and added his own, somewhat offbeat, touches. While some may consider the changes bizarre, McMahon and his staff think they add to the hotel’s appeal.

In addition to a morning ‘‘Wellness Walk” that takes guests, employees and McMahon on a 35-minute stroll around the nearby National Institutes of Health, the Doubletree has completely altered how it handles business meetings and conferences. McMahon consulted a behavioral psychologist while planning the new hotel, in an effort to find out what drives meeting attendees, and how to keep them sharp and focused.

His answer? Fun and games.

‘‘The psychologist said you have to find a way to lower the analytical side of the brain, and raise the creative side,” McMahon said. ‘‘So we brought in toys.”

During meeting breaks, McMahon and his staff bring out toys, puzzles or comic books, depending on the day of the week. From Lego blocks and Stratego to a 32-square-foot puzzle of the Statue of Liberty, the goal is to get the meeting attendees to think in a new way.

One day a week is also dedicated to holistic breaks, with massages and smoothies available.

The hotel is also looking for impersonators of celebrities such as Superman and Elvis Presley to serve food — think Kryptonite jelly beans and fried peanut butter and banana sandwiches — during the breaks.

And while the respites last only five to 10 minutes, hotel staff said they can see the difference.

‘‘People really get a kick out of the breaks,” said Trina Gomez, executive meeting center director. ‘‘And when they go back to their meetings, they have the energy to make it through the rest of the afternoon.”

McMahon also overhauled the lobby area, adding wine, sushi and coffee bars, as well as a new restaurant, the capstone of the hotel’s $22 million renovation. The results, he said, have been noticeable.

When Doubletree took over the Holiday Inn, room occupancy was at 54 percent, McMahon said; the hotel is now consistently 72 percent to 75 percent full.

He is also starting to see clients return for more business meetings and seminars, he said.

While McMahon says the concepts implemented at the Bethesda Doubletree are unique, other hotels around the country have started to market their product differently, too.

Hotels have formed theme packages around professional golfer Phil Mickelson, hosted Guitar Hero competitions for guests, and offered ballet lessons to guests, according to Lydia Westbrook, research director for the American Hotel and Lodging Association of Houston.

Tom Wolf, general manager for the Hyatt Regency Bethesda, said his hotel is also using gadgets and toys at meetings but not as frequently as the daily uses by the Doubletree. He recognized, however, the impact the Doubletree has had on the Bethesda hotel market.

‘‘We haven’t seen a decrease in occupancy since they opened, but everything is relative,” he said. ‘‘If the Doubletree hadn’t opened, to be honest, we probably would have seen a slight increase in guests.”

McMahon acknowledged that his Doubletree’s reign as innovator may be short-lived.

‘‘We’ll be on top for another six months, then everyone will catch up. We just have to keep moving forward.”

He’s already come up with his next idea: iPods in the elevator.