Providing Value To Every Customer
Each day brings new opportunities for Choice's 2,000 associates
to serve a myriad of customers - hotel guests, franchisees,
shareholders and strategic partners.
Before a hotel opens its doors, Choice associates work hard
to help franchisees launch a successful property. "For our Sleep
Inn brand we hold a pre-construction meeting with each new
franchisee to review the operational and marketing resources available
from Choice," said Norm Cavin, Sleep Inn brand manage-ment
The drive to provide more value through successful hotel
openings has led to creation of a new team of property opening
specialists who work with franchisees to develop marketing plans
and programs that will get the property operating at market level
"The sooner a hotel can ramp up its occupancy and bring its room rate to market level, the better the franchisee feels about his
or her investment, and the faster our royalties can grow," said Wells. "Working with our Market Area staff, we've created a program
that can add value for all concerned."
To further generate business for its franchisees, Choice also maintains a strong national sales program aimed at travel agents,
tour operators, corporations and other high volume accounts. Last fall, the company enrolled all of its franchisees as members of the
American Society of Travel Agents (ASTA) to enhance the relationship with the travel agent community. Unlike many other hotel
companies, Choice continues to pay full commissions on business placed through travel agents.
At the same time, the company cultivates its relationships with travel promotion organizations such as AAA
through special discount programs for AAA members at Choice brand hotels and by encouraging franchisees to
earn and improve their AAA designation.
|Confronted with new competition springing up around their nine-year-old Econo Lodge in Lenoir City, Tenn., owner-operator Howard Patel and his family decided to participate in the Econo Lodge Exterior Enhancement Program.
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This same dedicated spirit helps Choice internationally, working
with master franchisees to open up new territories for Choice hotel
brands. A 1998 agreement with the Flag organization in Australia
will bring almost 500 hotels into the Choice
global system, generating greater brand equity
and driving more business to Choice hotels in
the United States and internationally.
"As our brands truly become more global, and as guests experience
their amenities and services in their own countries, we
will cultivate travelers coming to our domestic locations looking
for the same satisfaction," noted Bruno Geny, senior vice
While strengthening its regional teams
internationally for further growth and
development worldwide, Choice also is
undertaking globalization of marketing
services and brand management to
improve its marketing to leisure and
business travel intermediaries.
"Our greater brand focus will give us global brands with clear definition and differentiation," said Wells. "We can build on our presence
in 36 countries to become the pre-eminent global lodging franchisor if we can create the proper value proposition for our regional partners
and property owners."