Hotel & Motel Management - December 29, 2008 - (Page 47)

» BY JASON Q. F REED, SENIOR EDI TOR Building, developing a brand D eveloping a new hotel brand requires years of research and planning. Three parent companies that recently launched new brands and now are opening properties all said the initial market research done years ago was most important. “We started brainstorming and determined we needed to enter the select-service market,” said Brian McGuinness, global SVP of specialty select brands at Starwood Hotels and Resorts Worldwide, who helped develop and market the aloft and Element brands. “We determined that our competition wasn’t driving the select-service experience home and that we could bring style for a steal.” Choice Hotels International, developers of the Cambria Suites brand, researched segments that already were successful and determined how the generational shift of travelers would affect what was on the market. “We were seeing a generational shift coming down the pipeline with the millennials,” said William Edmundson, VP of brand management and strategy for Cambria Suites. For InterContinental Hotels Group, research was so important it couldn’t be rushed. They set out to develop a branded boutique property in 2000 and didn’t announce Hotel Indigo until 2004. Gayle Jett, director of brand management for Hotel Indigo, said the team looked at retailers such as Starbucks, which was able to convince consumers to pay $4 for a cup of coffee by providing them with an experi- CHOICE HOTELS Cambria Suites was created by Choice Hotels to compete in the upscale segment. ence—a more stylish place to drink coffee. “We were trying to transfer some of those behaviors,” she said. “We uncovered there was no other hotel company offering that experience.” jfreed@questex.com Budget Host is family-owned and operated – just like your business. We’ve been satisfying members since 1975, and our year-to-year member retention rate is more than 97%. Sophisticated GDS Internet and toll-free reservations, plus personal attentive service – we give you the tools you need to succeed. Our job is to help generate guests, promote our members’ facilities, and enhance their dedicated efforts. Our contracts are easy to understand, offer ﬂat fees and year-to-year renewal. We provide major proven chain beneﬁts at a fraction of the cost, with no percentages of gross and no hidden costs. Plus, there are no mandates on decor or furnishings so you continue to run your business your way. And, our quality assurance program means a solid reputation to build on. Our members say it for us: You can count on Family. Leading member services without the hassle. Plus, the lowest fees and simple year-to-year renewal “The best thing we’ve done since our sign went up, we’ve proﬁted immensely.” R. Schulz, Owner – Budget Host, Virginia, Minnesota Join our family, call Lisa Sawyer at 817.861.6088 “Our business increased 30% I look forward to working with them for many years.” W. Cachro, Owner – Budget Host Hills Inn, Hot Springs, South Dakota lisa@budgethost.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - December 29, 2008

Hotel & Management - December 29, 2008 Contents Viewpoint Outlook Purchasing Companies See Green and Save Purchasing Chart Designers Target Lifestyle, Lobbies and LEED Design Chart Construction Chart Construction Outlook Bleak Lending Chart Lenders Tighten Standards in Uncertain Market 2009 Requires Changes Across the Board Brokers Chart Brands Chart Building, Developing a Brand Tight Management Will Be Key in Downturn Management Chart Year of the Turtle: Slow, Steady Will Win Race Owners Chart Consumer Trends

Hotel & Motel Management - December 29, 2008

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