Grand Traverse Resort & Spa

Name

Grand Traverse Resort & Spa

Legal name

Grand Traverse Resort and Spa

Website

https://grandtraverseresort.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Resort and Conference Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Golf Courses and Country Clubs (713910), Golf Courses and Country Clubs (71391)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury Golf Resorts (THAGACAH)

akta.pro secondary industry

Luxury Wellness & Spa Resorts (THAGACAG)

Keywords

• Resort accommodations
• Championship golf courses
• Spa wellness services
• Conference meeting venues
• Wedding event hosting

Headquarters

HQ city

Acme

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Lodging/Accommodations: Room revenue from Tower rooms, Hotel rooms, suites, condominiums, and resort homes. Multiple accommodation options from affordable hotel rooms to luxury Tower rooms with panoramic bay views.
2. Golf Operations: Revenue from three championship golf courses (The Bear, The Wolverine, Spruce Run), golf lessons, golf academy, tee time bookings, and golf group packages.
3. Spa and Wellness Services: Revenue from Spa Grand Traverse offering massage, body care, facials, nail care, hair services, waxing, and day spa packages.
4. Food and Beverage: Revenue from multiple dining venues including Aerie Restaurant & Lounge, NIIJII Restaurant, Jack's Taproom, The Grille, Fin's Sandbar, The Den, Grand Lobby Bar, Marketplace, Bourbon's 72 at Turtle Creek Casino, and in-room dining.
5. Meetings and Events: Revenue from corporate meetings, conferences, weddings, and sports group events with 86,500 square feet of event space accommodating 10 to 2,500 attendees.
6. Retail and Shopping: Revenue from Gallery of Shops including Mud Pie, Whirligigs Candy & More, Bear Logo Shop, Adventure North Outfitters, Tumbleweeds, Ashleigh's, Pro Shop, and No Truer North Store.
7. Casino Gaming (Related Properties): Adjacent Turtle Creek Casino and Leelanau Sands Casino provide gaming entertainment, with complimentary shuttle service from the resort.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Grand Traverse Resort and Spa operates a 900-acre, year-round Northern Michigan destination resort featuring nearly 600 guest rooms (Tower, Hotel, condominiums, suites, resort homes), three championship golf courses (The Bear, The Wolverine, Spruce Run), a full-service spa, multiple dining venues, and 86,500 square feet of meeting and event space. It also offers wedding venues, sports group facilities, and a private beach club on East Grand Traverse Bay. The resort is owned and operated by the Grand Traverse Band of Ottawa and Chippewa Indians.

Product overview

Grand Traverse Resort and Spa is a premier Northern Michigan resort offering a diverse portfolio of hospitality products and services. The property features multiple accommodation types: the 17-story Tower with panoramic views, the six-story Hotel with 240 rooms, Condominiums along fairways, Hospitality Suites, and Resort Homes. Dining options include Aerie Restaurant & Lounge (fine dining, 16th floor), NIIJII Restaurant, Jack's Taproom, The Grille, Bourbon's 72, The Den entertainment hub, Fin's Sandbar, Grand Lobby Bar, and Marketplace. The resort operates three championship golf courses—The Bear (Jack Nicklaus), The Wolverine (Gary Player), and Spruce Run—plus a Golf Academy with TrackMan simulators and winter golf facilities. Spa Grand Traverse provides full wellness services. The property offers 86,500 sq ft of meeting space, wedding venues, and sports group facilities. Vacation packages include America 250, Stay Your Way, Spa Your Way, Golf Packages, Pit Spitters, Day Spa, and Girlfriends Getaway. The resort is owned and operated by the Grand Traverse Band of Ottawa and Chippewa Indians.

Differentiator

Problem solved

Functional benefit

Products and services

• The Tower 17-story high-rise accommodation offering panoramic bay or golf views with sophisticated luxuries and elegant bathrooms.
• The Hotel Six-story, 240-guest room hotel conveniently located steps from restaurants, spa, Health Club, and indoor pool.
• Condominiums Spacious condo rentals along fairways offering one, two, or three bedrooms with kitchenettes, living rooms, and access to private Beach Club.
• Hospitality Suites Expansive suites with 60-inch televisions, spacious bathrooms, private balconies, and Old Mission and Leelanau Suite options.
• Resort Homes Private rental homes along The Bear golf course with full kitchens, living rooms, fireplaces, decks, and full resort amenity access.
• The Bear Golf Course Championship golf course designed by Jack Nicklaus, one of three courses at the Resort.
• The Wolverine Golf Course Gary Player signature course featuring 7,045-yard championship layout with four sets of tees accommodating all skill levels.
• Spruce Run Golf Course 6,741-yard par-70 course designed by William Newcomb, the Resort's original golf course hosting the Michigan Open 1981-1984.
• Golf Academy Golf instruction facility with PGA professionals offering lessons, TrackMan simulators, heated hitting bays, and SuperSpeed training.
• Spa Grand Traverse Full-service spa offering massage, body care, facials, nail care, hair services, waxing, lashes, brows, and cold plunge rituals.
• Aerie Restaurant & Lounge Fine dining venue on the 16th floor of the Tower with panoramic Grand Traverse Bay views and contemporary American menu.
• NIIJII Restaurant Newly renovated restaurant off the Grand Lobby offering breakfast and dinner options with elevated casual dining.
• Jack's Taproom Craft beer and upscale pub fare establishment in the heart of the Resort, a cornerstone of dining for over 20 years.
• The Grille Clubhouse restaurant open to members, guests, and the public with views of the 18th hole of The Bear golf course.
• Bourbon's 72 Steakhouse at Turtle Creek Casino offering hand-cut steaks, chops, and premium seafood seared over an open flame.
• The Den Entertainment hub in the main lobby featuring axe throwing, arcade games, bowling, virtual reality, and an escape room.
• Fin's Sandbar Poolside and beach dining at the Beach Club along East Grand Traverse Bay serving burgers, wraps, salads, and appetizers.
• Grand Lobby Bar Casually elegant bar in the Resort entrance lounge serving bottled beers, wines, spirits, and craft cocktails.
• Marketplace Quick dining option in the Gallery of Shops offering deli sandwiches, salads, baked goods, and gourmet coffee.
• Meetings & Conferences 86,500 square feet of indoor and outdoor event space accommodating 10 to 2,500 attendees with full-service planning.
• Wedding Services Full-service wedding planning with over 20 indoor and outdoor venues including ballrooms, beach, barn, and golf course settings.
• Sports Group Venues Indoor sporting event facilities hosting basketball, volleyball, tennis, wrestling, and cheerleading tournaments.
• Gallery of Shops Retail shopping area featuring Mud Pie, Whirligigs Candy, Bear Logo Shop, Adventure North Outfitters, Tumbleweeds, Ashleigh's, and Pro Shop.
• Indoor Water Playground Family-friendly indoor aquatic facility with pools, slides, and water features at the Health Club.
• Beach Club Private beach facility on East Grand Traverse Bay with outdoor pool, beach patio, Fin's Sandbar, and watersports.
• Tennis & Pickleball Five indoor and four outdoor tennis courts plus indoor pickleball courts with leagues, lessons, and private instruction.
• Winter Golf Off-season golf activities including TrackMan simulators, heated hitting bays, winter lessons, and league play.

Quantifiable outcome

• 86,500 sq ft of flexible meeting space accommodating 10 to 2,500 attendees
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Detroit LionsflagshipStrategic or Co-development PartnerOfficial partnership with NFL Detroit Lions football team. Grand Traverse Resort serves as a proud partner with exclusive Lions Touchdown Suite - a Detroit Lions-themed guest room with team colors and memorabilia available for die-hard Lions fans.
• Detroit TigersflagshipStrategic or Co-development PartnerOfficial Partnership with MLB Detroit Tigers baseball team. Enhanced commitment to excellence in hospitality and sports entertainment. Detroit Tigers Fan Special offering 10% off stay for Tigers fans.
• Traverse City Pit SpitterscoreGTM or Marketing PartnerPackage partnership providing overnight accommodations combined with tickets to Traverse City Pit Spitters baseball games. Package includes one-night stay, game tickets, complimentary parking pass, and exclusive swag bag. Part of Northwoods League collegiate wooden bat baseball team.
• GOVXcoreGTM or Marketing PartnerExclusive 10% discount partnership with GOVX for verified military (active duty, reservists, retirees), first responders (firefighters, EMTs, paramedics), law enforcement, government employees, and educators.
• Turtle Creek Casino & HotelcoreOthersSister property under Grand Traverse Band of Ottawa and Chippewa Indians. Located just five minutes from resort with complimentary shuttle service. Features newly renovated 137 guest rooms and suites, 56,000 sq ft Vegas-style casino floor, and Bourbon's 72 steakhouse.
• Leelanau Sands CasinominorOthersSister property featuring over 300 slot machines, variety of table games, and sports betting kiosks. Located on Leelanau Peninsula with Lodge offering breathtaking bay views.
• Blue Sky RentalscoreStrategic or Co-development PartnerWatersport rental provider at private beach on East Grand Traverse Bay. Provides paddleboards, jet skis, kayaks, and more. Open Memorial Day to Labor Day 9am-dusk.
• HopeFloatsminorStrategic or Co-development PartnerPrivate swim lesson provider partnership at the indoor pool. HopeFloats provides swim lessons for all ages at the Health Club.
• Garvey Family BarnminorOthersPartnership with Garvey family providing unique wedding venue - a barn built in late 1800s lovingly restored. Accommodates up to 130 for sit-down dinner with additional tent space. Resort provides furniture and catering.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mission Point Resort: Mission Point on Mackinac Island is a family resort with multiple lodging buildings, dining, spa, and conference/event space. Direct peer for Michigan destination-resort guests and group/wedding business.
• Crystal Mountain Resort: Crystal Mountain is a Michigan ski/golf/spa resort in Thompsonville with multiple lodging options, championship golf, and waterpark amenities. Direct competitor in the Midwest family-resort category with overlapping winter/summer season offerings.
• The Grand Hotel (Mackinac Island): The Grand Hotel is an iconic Michigan luxury resort on Mackinac Island with conference/event venues, dining, and golf access. Comparable premium leisure/conference positioning in the Michigan resort market.
• Shanty Creek Resorts: Shanty Creek Resorts in Bellaire, Michigan offers multiple golf courses, ski hills, lodging, and meeting space. Direct competitor for Michigan multi-venue resort travelers and group business.
• French Lick Resort: French Lick Resort in Indiana is a heritage resort with multiple hotels, championship golf, spa, casino, and large convention space. Comparable Midwest destination resort with golf/spa/casino integration.
• Boyne Mountain Resort: Boyne Mountain in Boyne Falls, Michigan is a four-season resort with skiing, golf, spa, and conference/event facilities. Comparable scale and full-service year-round positioning in Northern Michigan.
• Kohler Hospitality - The American Club: The American Club resort in Kohler, Wisconsin includes luxury hotel accommodations, championship Whistling Straits golf, full-service spa, and meeting facilities. Direct peer in the Midwest golf/spa luxury resort segment.
• The Homestead Resort & Spa: The Homestead Resort & Spa in Glen Arbor, Michigan offers ski/summer resort amenities, spa services, and championship golf on the Sleeping Bear Dunes. Direct peer for Northern Michigan leisure travelers and golf groups.

Broad incumbents

• Marriott Resort & Convention Centers: Marriott operates large full-service conference resort hotels with golf and spa amenities across the US. Broad incumbent competing for the same corporate group business and meeting planner RFPs.
• Hyatt Regency Resort Properties: Hyatt Regency resort properties offer large-scale meeting space, golf, and spa services at destination locations. Broad incumbent for the leisure and corporate meeting segments that GTRS targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GTResort
• YouTubeyoutube.com/user/GrandTraverseResort
• Facebookfacebook.com/GrandTraverseResort
• LinkedInlinkedin.com/company/grand-traverse-resort-and-spa
• Instagraminstagram.com/grandtraverseresort
• Pinterestpinterest.com/gtraverseresort

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grand Traverse Resort & Spa