Hotel & Motel Management - February 4, 2008 - (Page 46)

46 News H&MM February 4, 2008 | HotelMotel.com ABVI conference Continued from page 4 ing the brand’s next conference. “This is the ﬁrst time I didn’t predict the right outcome,” Bloss said. “We learned some things, including that we have to simplify the way the question was worded.” “The survey results overwhelmingly indicate they want tougher QA,” Moyle said. “But it is true that the question was worded in a difﬁcult way.” During the general session, Bloss told attendees that the brand grew 27 percent in 2007 to 768 properties. The additional properties contributed more than $400,000 to the marketing fund. ABVI introduced its “The Stars Come Out At Night” marketing campaign, which features its iconic checkmark etched into a starry night sky, and executives said it will increase its local radio advertisement campaign in 25 markets from 16. Other brand highlights discussed during the general session included: Reservations increased 28 percent during 2007, including a 66percent rise in online reservations; Revenue rose 17 percent during the year; and 60 underperforming hotels were removed from the system last year. Patrick Mullinix, v.p. of development, told attendees that some of the brand’s growth in 2008 will be attributed to its new prototype, which can have three stories or four stories and range from 60 guestrooms to 80 guestrooms. He said there are several prototypes under construction. A panel of members discussed several topics, including sustain- able solutions and social networking issues on the Internet. Member Fred Roberts said all members should embark on a green-hotel program. “Just pick the low fruit ﬁrst,” he said. “Do the easy stuff.” He said he is investigating installing geothermal heating at his property. Member Ashok Patel said the issue goes beyond hotel owners. “Green starts with vendors,” Patel said. “Paper soap wrapping instead of plastic is a start.” During the voting session, 74 percent of the members voted in favor of having paper wrapping as the soap wrapper in the logo amenity program. As for the budding impact of social networking, which can include online reviews from guests, Patel said corporate headquarters should monitor sites and notify hotel owners when a big issue about their property is raised. Jordan Langlois, v.p. of brand management for Vantage Hospitality, speaks to members during the company’s annual conference in Las Vegas. Member Julie Buchanan said it takes her property ﬁve minutes each day to check important social networking sites, such as TripAdvisor. “Have the front-desk clerk do it,” she said. “It doesn’t take that much time.” Bloss said the brand has made some great strides during its nineyear existence, and it plans to make many more. He admitted there is room for improvement. J.D. Power & Associates said there are ﬁve areas in which the brand needs to improve: cleanliness, noise, smell, maintenance and staff attitude. “You don’t need a crystal ball to see our potential for success is unlimited,” Bloss said. “I can assure you that while you may be in business for yourself, you will never be in business by yourself.” hmm@questex.com Lexington initiatives Continued from page 4 I would be shocked if we didn’t do a minimum of 40 to 45 deals in 2008.” Belmonte used the brand’s ﬁrst conference to address several initiatives, including: The brand’s expansion program in China. Among Lexington projects in China is a 600-room, luxury property in Shenyang that is part of a 5.5-million-square-foot mixed-use project. Belmonte said it is the largest project ever developed in Asia. “We’re in China in a prominent way, and the projects are unbelievable,” Belmonte said. The brand has two other hotels that will open in China and seven others in development. “Our whole international focus is turned up a notch,” Belmonte said. “This project could have had any ﬂag in the world. It’s something we’re really proud of.” Belmonte said international expansion, under the direction of Bill Hanley, will continue in China, and the next focus will be on Canada. The brand’s ﬁrst in-room worldwide lodging directory. Production was scheduled to begin in January. The launch of the Lexington Experience card, the brand’s guest-loyalty program. The card uses instant rewards to incentivize guests. The program is free to Lexington property owners and guests. “We were very cautious when putting this together,” Belmonte said. “The focus is to give our Lexington customers immediate rewards rather than waiting to ﬁnd out blackout dates and other roadblocks. We give people many things that we think are of value.” Instant rewards include complimentary breakfast, highspeed Internet use, faxes, room upgrades, late check-out times and movies. Lexington’s new partnership with Plan USA, a charity formerly known as Child Read. The charity will air infomercials and public service announcements featuring Belmonte as a spokesman. The TV schedule has the potential to reach 100 million consumers nationwide. The Lexington-Plan USA partnership will be incorporated at the property level with hotels participating in the Lexington Dollar A Day program, in which guests can elect to add a dollar a day for each night of their stay to their bill. In turn, 100 percent of that donation will be given to Plan USA to help build schools and hospitals in some of the poorest countries of the world. hmm@questex.com CIRCLE NO. 117 H&MM | JEFF HIGLEY http://www.HotelMotel.com http://www.haventrustbank.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - February 4, 2008

Hotel & Motel Management - February 4, 2008 Contents Murray, Keltner to Keynote Atlanta Event ABVI Approves Per-room Fee Hike Growth, Guest Loyalty on Lexington’s Plate Perspective Legally Speaking AAHOA Update Marketing Matters Consultant’s Corner On Finance Training Trends HotelWorld Update Trends & Stats Outdoor Furniture Limited-service-hotel-chain Report Energy-management System Provides Link to Savings Upgraded Bedding Program Cost Comes Due Less Hot Water Equals Less-costly Bills Events Learn to Take Advantage of Lower Insurance Costs Brokers Will Remain Unscathed in 2008 Transactions Ad/Edit Index Marketplace Classifieds Checking Out

Hotel & Motel Management - February 4, 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.