The Learning Center features an auditorium (above) for large group meetings, complete with full audio-visual support, a dining area and service kitchen.

Here, hotel owners and general managers attend training to learn all about the myriad of support services and marketing programs available from Choice in a program named Total Lodging by Choice. The facility includes a state-of-the-art computer lab for on-line training as well as a multimedia room, large auditorium and classrooms for small-group instruction.

“The new Total Lodging by Choice training program helps franchisees leverage Choice’s proven business systems, proprietary technology and strategic partnerships to compete successfully in the marketplace,” noted Pat Murphy, senior director, instructional design.

In addition, Choice associates receive technical training in computer skills and can earn college credits for work-related courses taught by faculty from nearby colleges.

Out in the field, around the globe, Choice associates support hotels with on-site visits to consult on marketing programs, assist with technology installations, conduct quality assurance inspections and accompany hotel staff on local sales calls. New this year is a domestic hotel sales support program designed to help new properties ramp up in local markets more quickly.

“Our sales support directors work with the hotel and Choice’s franchise sales director to create a sales action plan for the new hotel that identifies major sources of business as well as advertising and direct-mail opportunities,” said Mike Parent, vice president, new hotel sales support.

By using the local hotel’s first year’s marketing fees for targeted assistance in getting the property open and running, Choice gives its franchisees a “power boost” over the competition.

11:36 a.m. EST With their auditory and visual attention captured by headsets and flat-screen computer monitors, franchisees and general managers are immersed in mandatory weeklong instruction at The Learning Center, Choice’s new state-of-the-art training facility in Silver Spring, Md. Before returning home, these members of the “Class of 1999” will have learned about the many resources and programs available from Choice to help them realize the full financial potential of their hotels. The curriculum, titled Total Lodging by Choice, addresses marketing, reservations, guest relations, staffing management, operations, budgeting, competition and how to expedite the process of constructing and furnishing a hotel. “Total Lodging by Choice is our equivalent to handing new owners and managers an instruction manual for operating their new properties,” said Sarah Sims, Choice learning center specialist. “The Learning Center provides a wonderful broad-based learning experience that successfully integrates classroom and case study exercises,” said Susan daSiva, general manager of the Comfort Inn & Suites hotel of Revere, Mass.