Hotel & Motel Management - November 19, 2007 - (Page 38)

38 News H&MM November 19, 2007 | HotelMotel.com www.HotelMotel.com/digital_edition Best Western’s plans Continued from page 4 said. He projected 2007 to end with $1.2 billion in revenue for the company. Charlie Helm, chairman of the company’s board of directors, put 2007 into perspective for the members in attendance. He said the company activated 82 new properties so far this year and has 124 in the pipeline. He also pointed out that 188 properties are subject to termination for various reasons. Kong addressed that facet of membership when he outlined the short-term goals for 2008, which include raising the company’s standards, strengthening quality management and updating the membership development and termination processes. “We bring in 150 to 180 hotels per year, and the last few years we have been far more stringent in the determination process for new members,” Kong said. Kong again referenced BCG’s recommendations for BWI, and he said the consulting group suggested that the company standardize the brand to move it to the top half of the midscale segment. “Our ﬁrst priority must be to deliver a consistent experience Best Western International executives Charlie Helm, chairman of the board of directors [left] and Ric Leutwyler, senior v.p. brand quality and member services, spoke on the current state of the company and plans for the future. Dorothy Dowling, senior v.p. of marketing and sales, discussed Web 2.0 initiatives at the conference in Montreal from Oct. 14-17. that meets our customers’ expectations,” Kong said. Kong reported that the BCG research showed Best Western is the most preferred brand for leisure travelers and that cleanliness and consistency rate high. “However, Best Western doesn’t always meet these standards.” The goal moving forward is to work with membership on developing new standards to adopt Alpine Single Burner Caribbean Double Burner • Compact cook tops • Shallow unit depth • Sustainable design • Easy-clean ceramic • No maintenance • 3 year replacement warranty • 120v or 240v UL Manufacturer of the World’s Finest Cook Tops Mediterranean Double Burner Clinton, CT • Tel: 860.664.4906 • Fax: 860.664.4907 sales@kenyonappliances.com • kenyonappliances.com CIRCLE NO. 118 quickly. These standards will cover design, renovations, customer service and more. “Product experiences are important, but they are not points of differentiation. They are costs of entry,” he said. “Industry-leading customer care is a differentiator that’s hard to duplicate. Our vision is to lead the industry in customer care.” Kong said the company would accomplish this, in part, through its new customer service training programs that already are being implemented. Ric Leutwyler, senior v.p., brand quality and member service, elaborated on BWI’s training programs. The initiative, called “I Care,” will train 1,600 leaders and key property staff in person and the rest in groups. The program was customized by consulting company Aspire, and it focuses on the customer approach. “It’s a very interactive program that will lay a foundation to create a culture of caring,” Leutwyler said. Kong said that BCG recommended that about half of BWI’s portfolio would need at least a partial physical upgrade. In North America, members in the U.S. have seven design package options and Canadian members have three. The company launched its new upper-midscale prototype, Atria, at The Lodging Conference in late September [“Best Western aims high with Atria,” page 80, Hot el &Mot el Management, November 5, 2007]. Online strategy and brand relevancy Kong also referenced the strength of BestWestern.com in generating business. “The Web site has grown by 26 percent this year,” he said. “This channel generates the highest value for our members.” Kong said BWI’s Web site now books more business than all thirdparty booking sites combined. Dorothy Dowling, senior v.p., marketing and sales, addressed how BWI would respond to Generations X and Y, the company’s key marketing demographics. The Web will play a role in the company’s efforts to reach these groups, she said. BWI is investigating blogging and involvement in social media and other Web 2.0 initiatives, she said. All these initiatives are the company’s strategy to improve the overall quality of its properties and guest experiences. “Even with all the advances in technology, we can’t forget we are in the hospitality business,” Helm said. “We want to take care of the customer and bring that family attention back to the hotel.” “Caring has been a part of the Best Western DNA since we were founded more than 60 years ago,” Kong said. “Superior customer care will differentiate our brand.” sricca@questex.com ALL PHOTOS: BEST WESTERN INTERNATIONAL http://HotelMotel.com http://www.HotelMotel.com/digital_edition http://BestWestern.com http://kenyonappliances.com http://kenyonappliances.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - November 19, 2007

Hotel & Motel Management - November 19, 2007 Contents Torrid Hotel Sales Pace Persists Boykin Takes Steps to Regain Foothold Best Western Sets 10-year Plan Perspective At Your Risk HotelWorld Update Sales Clinic Events Trends & Stats Charting H&MM's Top Lodging Design Firms Fitness Equipment Supplier News PMS Software Provides One-Click Solutions High-Quality Linens Require Higher-Quality Cleaning Despite Slow Market, Condo Hotels Thrive Ad/Editorial Index Marketplace Classifieds Checking Out

Hotel & Motel Management - November 19, 2007

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