Hotel & Motel Management - November 3, 2008 - (Page 66)

66 News H&MM November 3, 2008 | HotelMotel.com www.HotelMotel.com/digital_edition Accor deﬁnes rollout Continued from page 4 in March, and now Accor has clear plans for its rollout, accompanying plans for Motel 6 and Studio 6 brand growth. With the Phoenix retrofit package available in January to franchisees, the Motel 6 executive team said the plan is to have all U.S. Motel 6 properties sport- Greenbuild Booth #2354 CIRCLE NO. 159 ing the Phoenix look by 2013. Companywide, Accor plans to grow the Motel 6 and Studio 6 brand to 1,200 properties by 2010. Today, Accor North America has 989 properties comprising 104,651 rooms. Of that total, 922 are Motel 6 and the rest are Studio 6. It’s been 12 years since Motel 6 had a new prototype, Poirot said. Since 2005, 57 percent of the Motel 6 portfolio has been refreshed with the brand’s Journey package. The 43 percent that did not receive refreshers during this phase are ﬁrst in line to receive the Phoenix retroﬁt, Poirot said, but by 2013, all Motel 6 properties— even those that updated within the last few years—will have the Phoenix look. Poirot named three other key points Accor is focusing on to achieve by 2010: growing its revenue per available room index over the economy segment, managing cash ﬂow and achieving operational consistency. These points are intended to maintain Motel 6’s lead over Wyndham Worldwide’s Super 8 brand, which Accor sees as Motel 6’s closest competitor. The ﬁrst new-build will be in the Dallas area and is scheduled to open in 2009. Twenty-seven retroﬁts are scheduled to be completed by the end of 2008. This year is “the big test,” Poirot said. Starting in 2009, 40 Phoenix rising With its global parent company, Accor, based in France, it’s not a surprise Motel 6’s new Phoenix prototype has a European feel. “It is a signiﬁcant change from what the economy segment has been over the last decade,” said Jim Amorosia, president and COO of Motel 6 and Studio 6. Whether done as a new-build or retroﬁt, four Phoenix packages are available starting in January, depending on the level of commitment. Flat-screen TVs, plenty of outlets, a platform bed, granite countertops, glass showers and recycled wood ﬂooring characterize the new look, along with bright paint and bedding colors. Amorosia said during the market research tests Accor performed, words people used to describe the prototype were Amorosia ACCOR NA “Fresh, vibrant, modern, boutique-y, clean and European-looking.” The design is by London-based Priestman Goode. Sustainability is a cornerstone for Motel 6. The Phoenix prototype’s new recycled-wood laminate ﬂooring from Tarkett is made from 80 percent preconsumer recycled material. It is recyclable after use and is biodegradable. It’s a key part of the new look and feel of Motel 6, and it will eliminate carpet cleaning. The ﬁnish, the company said, does not require waxing or polishing. The company has been an Energy Star partner since 2006. Energy efﬁciency is another sustainability commitment Motel 6 has made: The brand has a ﬂuorescent lightbulb and battery recycling program, it is retroﬁtting its ﬂuorescent lighting and it has installed energy-efﬁcient PTAC units, faucets, showerheads and toilets at all properties. to 50 Motel 6 properties will be converted per year until the goal is met. “It’s going to be a massive undertaking,” Poirot said. The numbers At the end of June, Motel 6’s RevPAR was -1.1 percent and Poirot forecasted the brand would exit 2008 with -3 percent. “If you’re losing customers during the weekend and wonder if it’s you or the market, it’s the market,” Poirot told franchisees. According to Jim Amorosia, president and COO of Motel 6 and Studio 6, RevPAR growth cities for the brands are Detroit; Baton Rouge, La.; Fayetteville, Ark.; Toronto; and Little Rock, Ark. Amorosia mentioned that after the company’s 2005-07 Journey refreshes, some regions saw signiﬁcant RevPAR growth. “There is some opportunity to take some price in certain markets,” he said. “But before you aggressively change your price strategy, look clearly at your market. You must protect Motel 6’s position as the low-price leader in the segment.” Poirot said Accor has about 70 contracts in the Motel 6 pipeline and, moving forward, about one-third of its openings will be new-builds. sricca@questex.com &RS 048 at IH/M isit Booth #2 V 800-221-0408 www.hospitalitytable.com hospitality@southernaluminum.com CIRCLE NO. 141 CIRCLE NO. 155 http://www.HotelMotel.com http://www.HotelMotel.com/digital_edition http://www.universal-textile.net http://www.hospitalitytable.com http://www.hospitalitytable.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - November 3, 2008

Hotel & Motel Management - November 3, 2008 Contents The Rate Debate Accor Defines Motel 6 Prototype Rollout Holiday Inn Eyes Upscale, Timeshare Perspective Economy Sets Tone at The Lodging Conference Mellow Vibe Meets Bold Design at HD Boutique Expo IH/M&RS to Focus on Going Green Legally Speaking Sales Clinic On Finance Travel Trends Cornell Insights Franchise Law HotelWorld Update Trends & Stats Energy Star Update Energy Star Update An Industry Connected People on The Move Annual GM Survey Point-of-Sale Systems IH/M&RS Product Preview Outdoor Lighting Refrigeration Marketplace Ad/Editorial Index Classifieds Checking Out

Hotel & Motel Management - November 3, 2008

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