LAS VEGAS— The Best Value Inn Conference at the Monte Carlo Hotel & Resort here kicked off on Dec. 10 in true Monday Night football style, inspiring its franchisees to Get Inn The Game and help the team meet its goal of 200 hotels by the end of 2002. The football themed conference for the 145-property, limited-service brand featured guest appearances from former sport stars, keynote addresses from several executives, and opnions from almost any brand member willing to offer one. In the spirit of a small brand with only a few years under its belt, the Best Value Inn chain allows its members call the shots. “This is your brand and you have a say in its future,” said Louis Fisher, partner/Best Value Inn and opening session commentator. Last year when the brand’s members decided they wanted a bigger marketing push, they helped formulize a strategy with chain executives that included increasing its per room monthly ad fee from $2 to $3, which increased Best Value Inn’s marketing budget from $169,614 to $179,699. Though its marketing budget is less than 10% of that of comparable chains in its competitive set, the brand still is managing to get its name out there. To do this, the chain has begun to seek sources of free advertising such as state and national travel guides, co-op advertising programs, and large travel organizations, like American Express. Like most of the world, Best Value Inn has begun to see the Internet as a method of increasing brand awareness, growing revenues, and cutting costs. The brand has also put more of a focus on email marketing to its repeat customers, and in 2002 will begin an opt-in email marketing campaign from its website. Allen Wyatt of Discovery Computing spoke during the opening session about the importance for members to participate in Best Value Inn’s website. In 2001, the brand added a number of new features to its site including: a new photo album section, which allows members to load up to five property pictures with its hotel descriptions; a ‘lobby’ section where members can interact with each other and ask advice on pertinent matters; and a Hot Deals feature where members can load special rates. Brad Schramm, president/Best Value Inn reservation system, noted the brand’s website has seen a 24% increase in pages viewed since 2000; and calls to its reservation system increased 43% since last year with bookings increasing 57% since 2001. The main focus of this year’s meeting, however, was growing the size of the brand. Being just shy of 200 hotels, Roger Bloss, CEO/Best Value Inn, promised that the brand would add at least 55 hotels by the end of next year. However, some franchisees expressed concern during their Class B shareholders meeting that rapid growth could allow quality standards to slip through the cracks. Members noted a few existing Best Value Inn properties that currently weren’t up to par, and considered those hotels to be hurting the value-image of the brand. Bloss agreed that he could name about five hotels, located in Orlando, Nashville, and Hollywood, CA, that he considered to be below the brand’s quality standards, and stated that those properties have already been contacted and received warnings. In 2001, the brand added 45 new properties and rejected 30 unqualified hotels, said Bloss.
