Best Western Plus InnTowner Madison

What Best Western Plus InnTowner Madison does

Best Western Plus InnTowner Madison is an independently owned, 176-room full-service hotel operating under the Best Western Plus franchise brand in the Regent neighborhood of Madison, Wisconsin. Founded in 1984 and located at 2424 University Avenue, the property is positioned within close proximity to the University of Wisconsin campus, Camp Randall Stadium, UW Hospital, and Hilldale Shopping Center. It serves leisure and business travelers, medical visitors, and event-planning organizations, offering guest accommodations, an on-site restaurant and bar (Highland Corner Grill), an indoor pool and fitness center, complimentary hot breakfast, free parking, and a two-mile shuttle service. The hotel operates with approximately 106 employees across front desk, shuttle, housekeeping, banquet, food and beverage, and management functions.

The property's product surface is organized around three revenue pillars: transient and group room accommodations; food and beverage (the Highland Corner Grill plus room service and catering); and meeting/event rentals across five banquet spaces totaling more than 6,200 square feet, including the Ameche Ballroom with a 20-foot screen, the Bascom Meeting Room, an Executive Boardroom, and the Graaskamp tiered classroom space. Catering is offered both on-site and off-site. The underlying technology stack consists of standard hotel property management and booking infrastructure integrated into Best Western's central reservation system and Best Western Rewards loyalty program; no proprietary AI/ML, data, or platform technology is disclosed.

Commercially, the hotel runs a direct-to-consumer model with distribution through its own website (inntowner.com), the Best Western global booking platform, direct phone reservations, and walk-in traffic, supplemented by an in-house sales function for corporate meeting, banquet, and catering bookings. Revenue derives from room rentals, F&B transactions, one-time event-space rentals, and ancillary parking fees ($20/night for additional vehicles). Pricing is quote-based and not publicly disclosed. The source material contains no disclosed funding, institutional ownership, M&A activity, leadership changes, or technology investment signals beyond routine brand-standard franchise operations.

Name

Best Western Plus InnTowner Madison

Legal name

InnTowner

Website

https://inntowner.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Best Western Plus InnTowner Madison is an independently owned, 176-room full-service hotel near the University of Wisconsin campus in Madison, WI, serving leisure and business travelers, medical visitors, and event planners with accommodations, on-site dining, and 6,200+ sq. ft. of meeting space.

Ownership category

akta.pro rank

Product category

Hotel & Hospitality Lodging

NAICS

Hotels (except Casino Hotels) and Motels (72111), Full-Service Restaurants (722511)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industries

Business & Corporate Full-Service Hotels (THAGAAAE), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Hotel accommodations
• Meeting event space
• On-site dining
• Business travel lodging
• Banquet catering services

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Accommodations: Room rentals across 176 guest rooms with varying rates based on room type, season, and demand. Primary revenue driver for the property.
2. Food and Beverage: On-site dining at Highland Corner Grill serving breakfast (Mon-Fri 6:00-9:30am, Sat-Sun 6:30-10:00am) and dinner (daily 5:00-10:00pm). Includes room service and catering services for events.
3. Meeting and Event Space: Rental of five unique banquet spaces totaling 6,200+ sq. ft. including Ameche Ballroom, Bascom Meeting Room, Executive Boardroom, and Graaskamp venue. Includes on-site catering services.
4. Parking: Complimentary parking included with guest rooms. Additional vehicles charged at $20 per night.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Best Western Plus InnTowner Madison operates a 176-room full-service hotel in Madison's Regent neighborhood, offering guest accommodations with complimentary hot breakfast, parking, and a two-mile shuttle. The property also runs the on-site Highland Corner Grill restaurant and bar, and provides 6,200+ square feet of meeting and banquet space across five venues (including the Ameche Ballroom and Executive Boardroom) supported by in-house and off-site catering.

Product overview

Best Western Plus InnTowner Madison is a single-property hotel offering accommodation, dining, and event services. The core offering is the InnTowner Hotel with 176 guest rooms featuring amenities like free shuttle service, an indoor heated pool, and complimentary hot breakfast. Supporting services include the Highland Corner Grill on-site restaurant and bar, plus comprehensive meeting facilities with five unique banquet spaces totaling 6,200 sq. ft. of event space. Catering services are available for on-site and off-site events.

Differentiator

Problem solved

Functional benefit

Brands

• Highland Corner Grill: On-site restaurant and bar featuring contemporary dining and customary cuisine, open for breakfast and dinner

Products and services

• InnTowner Hotel Guest Rooms

Quantifiable outcome

• Complimentary breakfast includes scrambled eggs, bacon or sausage, breakfast potatoes, pancakes or French toast, cereals, oatmeal, pastries, yogurt, whole fruit, and beverages

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Best Western InternationalcoreChannel Partner/ Reseller/ DistributorThe InnTowner operates as a Best Western Plus branded hotel, utilizing the Best Western reservation system, loyalty rewards program, and brand marketing. This franchise relationship provides distribution, booking infrastructure, and brand recognition in exchange for franchise fees and adherence to brand standards.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sheraton Madison Hotel: Full-service Madison hotel under a major brand with banquet facilities, competing for the same corporate and association meeting demand that anchors the InnTowner's 6,200+ sq. ft. of event space.
• Hyatt Regency Madison: Branded full-service downtown Madison hotel with extensive meeting space. Competes for corporate, association, and leisure demand overlapping with the InnTowner's Camp Randall, UW, and Capitol-area visitor segments.
• Hampton Inn & Suites Madison Downtown: Limited-service Madison downtown hotel competing for the same leisure and business travelers, though without the InnTowner's full F&B and banquet depth — a useful pricing-tier benchmark.
• DoubleTree by Hilton Hotel Madison Downtown: Downtown Madison full-service hotel positioned similarly for business travelers and event groups. Comparable in amenities (restaurant, meeting rooms, brand-loyalty distribution) and target customer mix.
• Hilton Madison Monona Terrace: Convention-oriented Madison hotel attached to the Monona Terrace community center. Competes for the same association, government, and corporate meeting business that the InnTowner pursues with its banquet venues.
• Marriott Madison West: Full-service Madison-area hotel with meeting facilities, competing for corporate and group business across the broader Madison metro. Relevant comparable for brand-loyalty dynamics and group sales effort.
• The Madison Concourse Hotel: Independently owned, full-service downtown Madison hotel with comparable meeting/banquet space and a similar institutional and corporate client base. Direct head-to-head competitor for group bookings and leisure travelers visiting UW campus and the Capitol square.
• Holiday Inn Madison at the American Center: Full-service Madison hotel with banquet and meeting capabilities serving institutional and corporate demand. Comparable in product scope to the InnTowner's meeting and catering business.
• The Edgewater Madison: Historic, recently renovated full-service downtown Madison hotel with significant meeting and event space. Direct competitor for higher-end leisure and group bookings near the Capitol and UW campus.
• Best Western Premier Park Hotel Madison: Another Best Western-branded downtown Madison hotel, providing the closest like-for-like comparison on brand standards, Rewards integration, and target customer profile, including proximity-based competition for UW and Capitol visitors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BWPlusInnTowner
• LinkedInlinkedin.com/company/best-western-plus-inntowner-madison

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 Best Western Plus InnTowner Madison