Amway Grand Plaza

What Amway Grand Plaza does

Amway Grand Plaza is a historic luxury hotel located at 187 Monroe Avenue NW in downtown Grand Rapids, Michigan, operating as a Curio Collection by Hilton property. Originally opened in 1916 as the Pantlind Hotel, it was acquired by Amway in the 1980s and joined Hilton's Curio Collection brand in 2016; the property is owned by Hilton (NYSE: HLT) and managed by AHC Hospitality. The hotel generates revenue across ten primary streams: overnight room bookings across tiers ranging from classic rooms to tower and plaza luxury suites, multiple on-site food and beverage venues (including AAA 4-Diamond MDRD on the 27th floor, Ruth's Chris Steak House, The Kitchen by Wolfgang Puck, Lumber Baron Bar, Rendezvous lounge, Foxtail Coffee, and Woodrows DuckPin bowling), meetings and events across multiple ballrooms including the Gerald R. and Betty Ford Presidential Ballroom, weddings, Celeste Salon & Spa, parking ($45 self/$49 valet), retail shops, the Amway Grand Bake Shop, rooftop pickleball, and a fitness center offering day passes and local memberships.

The property targets four primary customer segments — leisure travelers, business and corporate groups, wedding and social event planners, and local residents using day-use amenities — and distributes bookings through Hilton's global reservation platform, its own website (amwaygrand.com), phone reservations, and walk-in traffic. The hotel participates in the Hilton Honors loyalty program, enabling points-based repeat business. Pricing is largely transactional/pay-as-you-go across room nights, parking, pet fees, and event packages, with subscription-style elements in spa, fitness, and pickleball memberships. A valet motor lobby renovation was underway as of March 2026, signaling continued capital investment in the physical asset. No AI, proprietary technology platform, or software product lines are part of the offering; the underlying business is a traditional full-service hospitality operation.

Name

Amway Grand Plaza

Legal name

Amway Grand Plaza

Website

https://amwaygrand.com

Company type

Private

Founded year

1916

Operating status

Operating

Headcount range

101–250 employees

Short description

Amway Grand Plaza is a historic luxury hotel (est. 1916) in downtown Grand Rapids, MI, operating as a Curio Collection by Hilton property. It serves leisure and business travelers, wedding and event clients, and local residents through accommodations, 8+ dining venues, ballrooms, spa, fitness, and pickleball amenities.

Ownership category

akta.pro rank

Product category

Luxury Hotels

NAICS

Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011), Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Historic/Heritage Conference Hotels (THAGALAL)

akta.pro secondary industries

City/Urban Convention Hotels (THAGALAA), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Luxury hotel accommodations
• Meeting and event venues
• Wedding reception services
• Full-service spa facilities
• Hotel dining and bars

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Hotel Room Bookings: Primary revenue from overnight guest accommodations across various room types including classic rooms, suites, and luxury options. Revenue is generated through nightly rates with check-in at 4pm and check-out at 11am.
2. Food & Beverage: Multiple on-site dining venues including Ruth's Chris Steak House, The Kitchen by Wolfgang Puck, MDRD (Spanish restaurant), Lumber Baron Bar, Rendezvous lounge, Foxtail Coffee, and Woodrows DuckPin bowling alley.
3. Meetings & Events: Ballroom and meeting space rentals including Ambassador Ballroom, Pantlind Ballroom, Imperial Ballroom, and Gerald R. and Betty Ford Presidential Ballroom. Includes catering and audio-visual services.
4. Weddings: Wedding venue services including ballrooms, event spaces, catering, and wedding planning coordination.
5. Celeste Salon & Spa: On-site spa and salon services offering relaxation and beauty treatments.
6. Parking Services: Self-parking at $45 per night and valet parking at $49 per night, both offering 24-hour in-and-out access. Oversized vehicle parking also available.
7. Retail & Shops: Plaza Essentials Gift Shop, Right Bank Wine Selections, and other hotel shops offering merchandise and goods.
8. Bakery & Cakes: Amway Grand Bake Shop produces cakes including wedding cakes and sheet cakes. Orders require 72-hour advance notice and pre-payment.
9. Rooftop Pickleball: Four seasonal rooftop pickleball courts available for reservation. Offers loyalty program (rent 4 courts, get 5th free) and day passes for non-hotel guests.
10. Fitness Center: Day passes available for non-hotel guests and fitness/wellness membership options for local residents.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Amway Grand Plaza is a historic luxury full-service hotel in downtown Grand Rapids, Michigan, selling overnight guest room accommodations, multiple on-site food and beverage outlets, full-service spa and fitness amenities, and dedicated meeting, conference, and wedding venues, operated under Hilton's Curio Collection. The hotel also offers ancillary revenue services including on-site bakery retail, parking, and pickleball courts.

Product overview

Amway Grand Plaza is a historic luxury hotel operating as part of Curio Collection by Hilton, offering a unified hospitality portfolio centered on guest accommodations. The property provides diverse room categories ranging from Classic Guest Rooms to luxury suites in both the historic Pantlind building and modern Glass Tower. Its integrated service ecosystem includes multiple dining venues (fine dining at MDRD and Ruth's Chris, casual options like The Kitchen by Wolfgang Puck, and entertainment at Woodrows DuckPin), Celeste Salon & Spa, fitness facilities with pickleball courts, and extensive event spaces. The hotel operates as a Hilton Honors member property, enabling guest loyalty program participation. All components work together to deliver comprehensive luxury hospitality services.

Differentiator

Problem solved

Functional benefit

Brands

• Celeste Salon & Spa: On-site spa and salon services
• The Kitchen by Wolfgang Puck
• MDRD
• Lumber Baron Bar
• Rendezvous
• Woodrows DuckPin
• Foxtail Coffee Co.
• Right Bank Wine Selections
• RoofTop Pickleball
• Plaza Fitness Center

Products and services

• Hotel Guest Rooms and Suites Luxury overnight accommodations in a historic 1916 grand hotel building, including standard rooms, premium rooms, and suites, available to leisure travelers, business travelers, and group guests in downtown Grand Rapids.
• On-site Restaurants and Bars Multiple food and beverage outlets at the hotel serving hotel guests, walk-in local diners, and private event functions, offering breakfast, lunch, dinner, and bar service.
• Full-Service Spa Spa and wellness services including massages, body treatments, facials, and related offerings available to both hotel guests and local residents in downtown Grand Rapids.
• Fitness Center and Pickleball Courts On-site fitness amenities and pickleball court access available to hotel guests and local members, supporting wellness and recreation as ancillary hospitality offerings.
• Meeting and Conference Venues Indoor meeting rooms, conference facilities, and event space with on-site catering and audio-visual equipment, targeting corporate and association meeting planners and group events in West Michigan.
• Wedding Venues and Services Dedicated ballrooms and event spaces for wedding ceremonies, receptions, and rehearsal dinners, supported by on-site catering, wedding planning, and guest room blocks for wedding parties.
• On-site Bakery Bakery and retail offerings based at the hotel, producing pastries, breads, and related items sold to hotel guests, event functions, and walk-in retail customers.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• HiltoncoreChannel Partner/ Reseller/ DistributorAmway Grand Plaza is a Curio Collection by Hilton property, operating under Hilton's brand and distribution network. The hotel participates in the Hilton Honors rewards program, allowing guests to earn and redeem points. Hilton provides the booking platform and loyalty program infrastructure.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Grand Hotel (Mackinac Island): Iconic historic Michigan luxury resort with multiple dining outlets, ballroom/event facilities, and a long operating legacy. Comparable on historic-luxury positioning, F&B diversification, and event/wedding revenue mix.
• Hyatt Regency Grand Rapids: Upscale full-service hotel in the same downtown Grand Rapids market. Comparable on city, customer base (convention, corporate, leisure), and full-service event/ballroom facilities, making it a direct competitor for group business.
• Palmer House, a Hilton Hotel: Historic Hilton flagship full-service luxury hotel with extensive meeting/event space, multiple F&B venues, and long-standing brand heritage. Comparable on historic-luxury positioning, Hilton Honors distribution leverage, and group/wedding mix.
• JW Marriott Grand Rapids: Luxury full-service hotel operating in the same downtown Grand Rapids market. Directly comparable on city, customer base (business and leisure travelers), and full-service luxury positioning, making it the closest head-to-head competitor for occupancy and group business.
• The Westin Book Cadillac, Detroit: Historic, luxury full-service hotel in a Michigan downtown market with multiple F&B venues and extensive ballroom/event space. Comparable operating model, brand-tier positioning, and Midwest urban historic-asset profile.
• Bohemian Hotel Celebration, Autograph Collection: Boutique-style historic luxury hotel in the Autograph Collection (Marriott's analogous soft-brand to Curio). Comparable on independent-feel luxury positioning within a major brand system, with dining and event facilities.
• The Driskill Hotel (Austin) — Hilton: Historic Hilton-affiliated luxury hotel with multiple F&B venues, ballroom/event facilities, and a similar operating structure. Comparable on historic luxury positioning, group/event revenue mix, and Hilton distribution access.
• The Cincinnatian Hotel (Curio Collection by Hilton): Direct Curio Collection by Hilton historic luxury property with comparable room, dining, and event mix. Same brand affiliation (Hilton Honors, distribution, Curio positioning) makes it a like-for-like benchmark for system performance and ADR.

Broad incumbents

• Marriott International: Largest competitor group operating competing full-service and luxury brands in the same Midwest urban markets (e.g., JW Marriott, Westin, Autograph). Sets competitive benchmarks for RevPAR, group rates, and loyalty program economics.
• Hilton Hotels & Resorts (parent brand): Parent brand under which Amway Grand Plaza operates. As the broad incumbent in the global full-service hotel category, Hilton provides the loyalty, distribution, and brand standards that shape Amway Grand Plaza's economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rooftoppickleball
• Instagraminstagram.com/rooftoppickleball
• Xx.com/AmwayGrandPlaza

Revenue estimate

Valuation estimate

Number of profiles

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 Amway Grand Plaza