Choice Focuses On Satisfaction Of Guests, Franchisees

NASHVILLE— At its 52nd annual conference held here last month, Choice Hotels International contended the stars— and its own universe of operating and franchise systems— are in alignment for the Silver Spring, MD-based franchisor to pull its collection of 10 brands ahead of the competitive pack and reach the highest level of customer satisfaction, both for guests and franchisees. Led by Choice President/CEO Charles “Chuck” Ledsinger Jr., a bevy of brand executives told some 3,600 attendees gathered at the Gaylord Opryland Resort and Convention Center that as long as the chain remains guest-centric, concentrates on brand consistency and works toward a stronger overall system, the goal of superior service and performance is reachable, and ready to become a reality. With a crowd pumped by appearances by keynote speaker former Secretary of State Gen. (Ret.) Colin Powell and the Charlie Daniels Band, the conference theme, “Our Time Is Now,” was hammered home through the majority of presentations in an effort to assure licensees that existing plans in place by the franchisor were, indeed, working and that additional programs set to be implemented would serve to generate more business and drive greater revenue to properties in 2006 and beyond. “We work very hard to keep a laser focus on things that really matter to the franchisee. Our passion is customer profitability. The mission of the company is to use our size and scale to deliver exceptional services, to deliver more customers to our hotels and to increase brand growth and brand equity,” said Ledsinger. The CEO noted “good news” factors, such as first-quarter demand growth (3.5%) outpacing room supply growth (0.4%); a still-robust economy; and car drivers undeterred by high gas prices, were contributing to the optimistic outlook for the 10-brand chain, although he acknowledged those factors also would serve competitors well. “Our competitors are in the same position, so now— now— is the time to focus intently on guest satisfaction,” Ledsinger advised the audience. “As more guests come through your doors, you’re going to have to work harder than ever to make sure they keep coming back. The hotel down the road, they’re trying just as hard as you are.” Toward that, the CEO said Choice would continue to put strong emphasis on brand quality and consistency, utilizing its Customer Care initiative and the electronic survey Guest Insight System where guests deliver direct feedback on their hotel stays and helps determine how highly recommended a property might be. To help build guest satisfaction, in the fall Choice will introduce “Be Our Best,” a new, three-tier training certification program. “Our customer-care initiative includes efforts that are very focused on trying to improve the guest experience before they arrive at the hotel, during their stay and after their stay,” said Janna Morrison, svp/Customer Care and Information Services. Among the tactics is a call-forwarding program to help hotel staff be more focused on guests in the lobby by offloading reservations calls into the Choice call center. “Our focus in terms of after the stay is really all around service recovery,” said Morrison. “One guest who has a bad experience at one hotel may never be loyal to any hotel in that given brand. We can’t afford that.” In addition, the chain currently is testing a centralized revenue management service to help assist properties in capturing the best rate possible. “We really have seen dramatic improvement in ADR almost immediately,” said Ledsinger. He added, initially, 420 hotels underperforming in average daily rate will participate. “These initiatives will help improve guest satisfaction and drive higher rates and occupancy,” asserted Ledsinger. Also a potential assist in this direction will be the upgrading of several brands’ bedding packages, including Comfort Inn, Comfort Suites and Sleep Inn. Ledsinger touted a trio of milestones for the 5,000-plus hotel chain i