Hotel & Motel Management - May 19, 2008 - (Page 39)

www.HotelMotel.com/digital_edition HotelMotel.com | H&MM May 19, 2008 Special Report HOTEL FRANCHISE REPORT 39 ton said. “In the past 10 years that I have been on The Residence Inn Advisory Board, I have participated and led our FAC to a place of being highly effective in working together with Marriott [International] in a cooperative, positive, efﬁcient and effective manner to grow and strengthen our brand,” Singleton said. FACs have a broad way of working that can beneﬁt both the franchisor and franchisee. “When the brands want to roll out new initiatives and bring owners into a discussion early in the process, they can get different per- Smith FELCOR LODGING spectives and work out most problems prior to rolling out the new programs,” said Rick Smith, president and c.e.o., FelCor Lodging Trust and member of the Embassy Suites Franchise Advisory Council. “This allows the brands to get done what they are trying to get done and it makes sense for the owners.” An effective FAC will acknowledge, accept and respect the different business needs of franchisee and franchisor. When this is accomplished, “both sides have to work to maintain continued focus on the common interest and goals and avoid spending valuable energy and time together in controversy over issues where The Residence Inn Advisory Board works closely with Marriott to strengthen the brand as a whole. [Above] A Residence Inn in Charlotte, N.C. is trust in the relationship and when you have trust, you have the ability to do a lot more.” Brand awareness Hotel Indigo, the newest IHG brand with 14 hotels, is in the midst of forming an advisory committee under the IAHI umbrella, according to Gayle Jett, director of brand management for Hotel Indigo. Shuy Jett said CHOICE HOTELS the committee will help those who own or operate the Hotel Indigo brand differentiate the brand’s culture. An awareness of brand culture is evident within TRIA. After becoming president of the association, Singleton succeeded Showcasing opinions An FAC can offer a cross section of opinion. Greene said the advisory boards he works with are geographically disbursed with both small and large operators. From the perspective of InterContinental Hotels Group, a franchise association assists with the lines of communication, consensus and camaraderie. Jim Anhut, senior v.p., franchise development, said communication is in gaining consensus to create the Culture Committee. Franchisees with deep Residence Inn roots and Marriott executives with a history with the Residence Inn brand were solicited for this committee. “This area is as important as, if not more important than, the product in differentiating the brand and achieving long-term stability and ﬁnancial success,” Singleton said. He said actively engaged committees are an ingredient in an effective FAC. TRIA’s Culture Committee joined the System Marketing Fund Committee, the Systems Standards Committee and the Design and Construction Committee. “The overall common goal is to strengthen the brand, improve the investment model for the owners and franchisees, and increase distribution and brand equity,” he said. hmm@questex.com Go Ahead-Push Our Buttons! Bittel offers many unique features including an optional Handset Dial-Pad, which provides another level of comfort and convenience for your guests. 1-888-4Bittel • www.BittelUSA.com CIRCLE NO. 108 Bittel USA – Better by Design. Over 6 Million Guestroom Phones Sold Worldwide. RESIDENCE INN A working relationship alignment cannot be achieved,” Singleton said. Franchisors also recognize the critical role played by FACs. Ken Greene, president, Days Inn, said an FAC creates what he calls a communication tree. “It allows us to discuss standards, initiatives and programs with the advisory councils in advance.” Greene said this communication helps the council understand the importance of upcoming programs. When the advisory council members communicate with franchisees about standards, initiatives and programs, it provides some credibility to the process if the FAC agrees or endorses an idea. “SomeGreene times it’s a DAYS INN more powerful message when a peer or a fellow franchisee explains to another franchisee the importance of a program versus when the brand does,” Greene said. a single entity to voice important messages. The consensus consists of changes with consumers and things that need to change in the system. “The camaraderie is being part of something much bigger than you are, and it also gives you an opportunity to interact with people who face the same issues you have,” he said. IHG’s advisory council is IAHI, the Owners’ Association. “The genesis of the association was a group of franchisees along with the founder of our company,” Anhut said. IAHI is 53 years old and has been around for almost the duration of the lifespan of Holiday Inn. “It was created for the purpose of giving the franchise owner a voice in the direction of the brand and similarly gives the franchisor or owner of the brand the ability to give feedback,” he said. Trust and the ability to respectfully disagree are key factors to a successful partnership between brand and owner, according to Tim Shuy, Anhut v.p. of fair IHG franchising, Choice Hotels International. The franchise council has a strong visibility within the organization and they share a mutual purpose. “We don’t always agree, but we can agree to disagree in a way which is positive,” he said. “There http://HotelMotel.com http://www.HotelMotel.com/digital_edition http://www.bittelusa.com http://www.bittelusa.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - May 19, 2008

Hotel & Motel Management - May 12, 2008 Contents Hotelier of the Year Leads Team to Victory Sheraton Builds on International Success Slower, Smaller Transactions in First Quarter Perspective Legal FAQ What Women Want Sales Clinic AAHOA Update Franchise Law Family Business Travel Trends Guest Column HotelWorld Update Trends & Stats Cleaning and Maintenance H&MM's 2008 Franchising Fees Guide FACs Evolve to Meet Brand, Owner Needs The Importance of Branding When Buying Ad/Editorial Index Marketplace Classifieds Checking Out

Hotel & Motel Management - May 19, 2008

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