Today's Hotelier - September 2017 - 39

 3.5-MINUTE READING TIME

RLHC RECENTLY ANNOUNCED
THE RELAUNCH OF
SIGNATURE INN. CAN YOU
SHARE WITH US A LITTLE
BIT ABOUT THE BRAND'S
HISTORY AND WHY IT WAS
TIME FOR A RELAUNCH?

HAS GONE INTO DEVELOPING
THE NEW SIGNATURE
INN. WHERE DID YOUR
IDEAS AND INSPIRATION
COME FROM, AND WHO
HAS BEEN THE BRAND'S/
PROJECT'S CHAMPION?

Originally owned by America's Best
Franchising Inc., Vantage Hospitality
Group acquired ABF in January 2015 and
revived Signature Inn as an affordable
boutique brand. RLHC acquired Vantage
Hospitality last fall, and it announced in
May that RLHC would be rebranding the
Signature Inn as a concept brand.

The Signature Inn brand is influenced
by the 1950s. Celebrating minimalist
mid-century modern style, it incorporates pop culture influences. Precedent
has been heavily weighted in forms and
icon design elements of the time, as well
as influential artists - abstract expressionism/pop art references, and cultural
and political influences. These ideas are
interwoven to create a current narrative to define the branding elements and
amenities for our modern-day rambler
and their stay at Signature Inn.

TELL US A LITTLE BIT ABOUT
RLHC'S STRATEGY BEHIND THE
RELAUNCH AND WHY IT MADE
SENSE TO REVIVE A BRAND
(VS. COMING UP WITH A NEW
ONE, WHICH WE KNOW IS
VERY POPULAR THESE DAYS).
It made sense to revise the brand because
there was a lot of interest from prospective developers. The brand also targets
and appeals to younger hoteliers who
are looking to grow their ventures and
wanting to make a mark for themselves.

SIGNATURE INN IS LABELED
AS AN UPPER ECONOMY
BRAND. TELL US ABOUT
THIS SEGMENT AND WHY IT
COULD BE A WISE CHOICE
IN THE CURRENT MARKET.
Boutique hotels are associated with
upper-upscale segments. We believe
that good design and experience can be
affordable and still offer some rate elasticity. There is currently not a midscale
brand the captures lifestyle branding
outside of a handful of independent entities - Signature Inn is our response to
this gap.

SHARE WITH US ABOUT
THE BACKGROUND, R&D,
IMAGINATION AND WHAT

I LOVE THE RETRO FEEL OF
THE BRAND AND ITS HOMAGE
TO THE GOLDEN AGE OF
TRAVEL AND MID-CENTURY
AESTHETICS. CAN YOU SHARE
WHY RLHC ULTIMATELY WENT
THIS ROUTE IN TERMS OF
A BRAND STORY?
It evokes a simpler yet provocative time.
We are creating a platform for a new generation of hotel guests to experience a
modern interpretation of a defining era
and a rebirth of the romance of the road
side motel.

WHAT TYPE OF PROPERTIES
WOULD MAKE FOR A GOOD
CONVERSION FOR THIS
NEW SIGNATURE INN
BRAND? WHAT TYPES OF
COMMUNITIES WOULD BEST
SUIT A SIGNATURE INN?
Designed for conversions of existing
assets and new build, an ideal property
is a two-story exterior corridor motel
located in trendy metro, up-and-coming
neighborhood - the brand is intended for
vibrant communities. Location plays an

important factor in the success concept;
we want to be an extension of the hotelier relationship to the place.

IF A HOTELIER HAS A
PROPERTY THEY'VE BEEN
THINKING ABOUT A NEW
FLAG OR CONVERSION, WHY
WOULD SIGNATURE INN BE
A GOOD CONSIDERATION
FOR THEM?
Signature Inn offers a straightforward
and simple fee structure, technology
to meet the needs of today's travelers, and the ongoing support to help
franchisers grow their business. It also
provides breathing room to run their
hotels without strict structure from the
franchisers.

WHAT TYPE OF TRAVELER
DOES THE NEW SIGNATURE
INN CAPTIVATE? WHAT
PROMISE DOES IT MAKE
TO ITS GUESTS?
Signature Inn appeals to modern day
ramblers; those who appreciate and
enjoy the nostalgia of classic Americana.
Signature Inn promises to offer a unique
experience influenced by the old-school
hipness of mid-century modern aesthetic
merged with modern conveniences of
great bed, Wi-Fi, HDTV, etc.

WHAT AMENITIES AND
TECHNOLOGIES WILL
SIGNATURE INN PROVIDE
TO ITS GUESTS, STAFF
AND OWNERS?
We are still in the development stage of
defining specific touch points, Signature
Moments, that will be the physical manifestation of the Signature Inn experience.
But Signature Inn will focus on what matters to our target guest - friendly service
combined with modern conveniences. ■
To learn more about franchising a
Signature Inn, visit franchise.redlion.com.

TODAYSHOTELIER.COM | SEPTEMBER 2017 | 39


http://franchise.redlion.com http://www.TODAYSHOTELIER.COM

Table of Contents for the Digital Edition of Today's Hotelier - September 2017

Our National Parks: Still Beautiful but in Need of Repairs
Sustainability Steadily Becoming Part of Lodging Industry Dna
Energy Efficiency Good for Wallet – and Guests
Aahoa Interview
Technology
There’s More to Led Conversions Than Just Cost Savings
Case Study
Aahoa Interview
Small Business
Housekeeping
Property Taxes
Leadership
Marketing
Finance q&a
Back of the House
Final Thoughts
Letter From the Chairman
Letter From the President & CEO
Aahoa Founding Members
Aahoa @ Industry
Classifieds
Advertiser Index
Today's Hotelier - September 2017 - intro
Today's Hotelier - September 2017 - cover1
Today's Hotelier - September 2017 - cover2
Today's Hotelier - September 2017 - 3
Today's Hotelier - September 2017 - 4
Today's Hotelier - September 2017 - 5
Today's Hotelier - September 2017 - 6
Today's Hotelier - September 2017 - 7
Today's Hotelier - September 2017 - 8
Today's Hotelier - September 2017 - 9
Today's Hotelier - September 2017 - Letter From the Chairman
Today's Hotelier - September 2017 - 11
Today's Hotelier - September 2017 - Letter From the President & CEO
Today's Hotelier - September 2017 - 13
Today's Hotelier - September 2017 - Our National Parks: Still Beautiful but in Need of Repairs
Today's Hotelier - September 2017 - 15
Today's Hotelier - September 2017 - Sustainability Steadily Becoming Part of Lodging Industry Dna
Today's Hotelier - September 2017 - 17
Today's Hotelier - September 2017 - 18
Today's Hotelier - September 2017 - 19
Today's Hotelier - September 2017 - 20
Today's Hotelier - September 2017 - 21
Today's Hotelier - September 2017 - Energy Efficiency Good for Wallet – and Guests
Today's Hotelier - September 2017 - 23
Today's Hotelier - September 2017 - 24
Today's Hotelier - September 2017 - 25
Today's Hotelier - September 2017 - Aahoa Interview
Today's Hotelier - September 2017 - 27
Today's Hotelier - September 2017 - 28
Today's Hotelier - September 2017 - 29
Today's Hotelier - September 2017 - Technology
Today's Hotelier - September 2017 - 31
Today's Hotelier - September 2017 - There’s More to Led Conversions Than Just Cost Savings
Today's Hotelier - September 2017 - 33
Today's Hotelier - September 2017 - 34
Today's Hotelier - September 2017 - 35
Today's Hotelier - September 2017 - Case Study
Today's Hotelier - September 2017 - 37
Today's Hotelier - September 2017 - Aahoa Interview
Today's Hotelier - September 2017 - 39
Today's Hotelier - September 2017 - Small Business
Today's Hotelier - September 2017 - 41
Today's Hotelier - September 2017 - Housekeeping
Today's Hotelier - September 2017 - 43
Today's Hotelier - September 2017 - Property Taxes
Today's Hotelier - September 2017 - 45
Today's Hotelier - September 2017 - Leadership
Today's Hotelier - September 2017 - 47
Today's Hotelier - September 2017 - 48
Today's Hotelier - September 2017 - 49
Today's Hotelier - September 2017 - Marketing
Today's Hotelier - September 2017 - 51
Today's Hotelier - September 2017 - 52
Today's Hotelier - September 2017 - 53
Today's Hotelier - September 2017 - Finance q&a
Today's Hotelier - September 2017 - 55
Today's Hotelier - September 2017 - Back of the House
Today's Hotelier - September 2017 - 57
Today's Hotelier - September 2017 - 58
Today's Hotelier - September 2017 - 59
Today's Hotelier - September 2017 - Aahoa Founding Members
Today's Hotelier - September 2017 - 61
Today's Hotelier - September 2017 - Aahoa @ Industry
Today's Hotelier - September 2017 - 63
Today's Hotelier - September 2017 - 64
Today's Hotelier - September 2017 - Classifieds
Today's Hotelier - September 2017 - 66
Today's Hotelier - September 2017 - 67
Today's Hotelier - September 2017 - 68
Today's Hotelier - September 2017 - 69
Today's Hotelier - September 2017 - 70
Today's Hotelier - September 2017 - 71
Today's Hotelier - September 2017 - 72
Today's Hotelier - September 2017 - 73
Today's Hotelier - September 2017 - 74
Today's Hotelier - September 2017 - Advertiser Index
Today's Hotelier - September 2017 - Final Thoughts
Today's Hotelier - September 2017 - 77
Today's Hotelier - September 2017 - 78
Today's Hotelier - September 2017 - cover3
Today's Hotelier - September 2017 - cover4
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