ABOUT BRANIFF INTERNATIONAL HOTELS

BRANIFF INTERNATIONAL HOTELS

On Thursday, March 12, 1970, Braniff International expanded its scope of business by forming a new hotels division, further increasing its presence in the full-service travel industry. The division was specifically created to foster the development and building of new hotel properties as well as for the purchase and management of existing hotel properties that best fit Braniff's travel network model. 

Soon after Braniff International purchased and merged with Pan American Grace Airways, Inc., on February 1, 1967, Braniff President Harding L. Lawrence announced a large-scale and far-reaching program to invest in the creation of new tourist facilities in South America. Initially, Braniff invested $1.1 million USD in three new luxury projects in Peru, including restaurants and night clubs. The new facilities were a huge success and Mr. Lawrence made it clear that further investment would continue throughout Latin America and included the purchase and management and building of new hotel and resort properties. 

The creation of the hotel subsidiary was the culmination of several years work in creating a network of travel and tourism related industries designed to keep the Braniff passenger on board not only in the air but also on the ground. One of the first projects of the new division was the construction of the luxurious 750-room Plaza Internacional Hotel in Acapulco, Mexico. This high-rise ultra-luxury property opened in 1971, amidst much fanfare. Visitors to Acapulco still enjoy the panoramic west-facing views of the U-shaped bay and spectacular sunsets. As of 2018, the hotel, now called the Grand Hotel, is managed by Hyatt Regency and is still an international hotel preferred by tourist and business travelers.

In addition, to the lead project in Acapulco, the new hotel group was also focused on the construction of new hotel properties in Lima and Cuzco, Peru, which was the pilot country for Braniff's February 1967, South American tourist investment program. The tourist facilities that Braniff built in Lima, beginning in 1967, included Tambo de Oro Restaurant, International Market and the Santa Maria Beach Club Hotel. All of these facilities began receiving management by the new hotels group.

In Santiago and Vina del Mar, Chile, development was underway for new hotels at each location. Braniff continued to increase its entrance into the hotel business throughout the 1970s. In the domestic United States, a new chain of hotels bearing the Braniff name were placed in strategic cities on and off Braniff's route system. The new upscale hotels were called Braniff Place, a brand that became synonymous with superb service and luxurious accommodations.

Beginning in February 1973, Braniff began its management of the famed Driskill Hotel property in downtown Austin, Texas, and later purchased the property in 1975. At the end of 1978, a new Braniff House Hotel was opened at the company's sprawling campus style corporate headquarters on the northwest corner of Dallas/Ft. Worth Regional Airport that was opened to Braniff employees for play and work.

The new hotel division was headed by Gus A. Romea, who was appointed Vice President-Hotel Operations. Braniff Executive Vice President and General Manager announced the new hotels division and noted that it would remain under the supervision of Thomas Barret King, Vice President of Promotion. Mr. Romea was headquartered at Braniff Tower at Exchange Park along with his staff that included Larrs Torheim, Director Purchasing and Systems; Claude Gautier, Director Food and Beverage and Director of Hotel Accounting Fuad Sabbara.

Prior to his arrival at Braniff, Mr. Romea worked for the famed Intercontinental Hotel chain, owned by Pan American World Airways. He created the international hotels division of Fortes, Limited, and managed all of Intercontinental Hotels African hotels division. Before this, he managed Intercontinental Hotels in South America and Mexico, for 15 years.

Photo: On December 3, 1973, Braniff International Hotels opened this luxurious high-rise Braniff Place Hotel on 180 West Broadway Street in Tucson, Arizona. This ultra modern property possessed the general theme of elegance and premium service that were hallmarks of all Braniff hotels and played a vital role in the redevelopment of downtown Tucson. Braniff Place Tucson was an example of an off-line hotel since Braniff did not begin service to Tucson until December 15, 1978, with service to Las Vegas, Houston and Dallas/Ft. Worth. Currently, the classic hotel is undergoing a full restoration.