TAMPA? The Days Inns of America announced a corporate name change, additional funding for the brand?s low interest loan program for renovations, a new prototype and a new system for exterior renovations at a conference held here at the Tampa Convention Center late last month. The name of the brand changed from Days Inns of America to Days Inns Worldwide effective March 31. ?The fact of the matter is that many brands want to be worldwide but we are worldwide and want our name to reflect that,? said Joe Kane, president/CEO of the brand. Franchisees were happy to hear that they would not have to lay out any money for new signage as this is a corporate name change only. It was also announced that an additional $8 million will be put toward the brand?s $10 million low interest loan program for property renovations. A new construction prototype was also unveiled at the conference. Twenty-five percent of each property, be they 40 or 400 rooms will be suites, said Kane. ?There will be no extra construction costs,? he added. In addition, ADA checklists will be provided to ensure that rooms are ADA compliant. Exterior renovations will be done on a three-tier basis depending on what kind of market the property is in. The tiers will be called A, B and C. Level C renovations will target rural and declining properties in town markets; level B renovations will be done for moderate markets to make the property more competitive; and level A renovations will be for high profile markets. ?By focusing on the exterior appearance and on improving curb appeal we will increase revenue,? Kane. To address the labor shortage, which Kane called ?the number one problem faced by the industry,? Days Inn and the American Hotel & Motel Association (AH&MA) have jointly developed a program called ?Checkinn? to attract young people, typically high school students, to the industry. Letters to guidance counselors, posters, brochures and directions on how to make this program effective was available for franchisees at the conference. A brand portal, called Daysource, was introduced as well. The Internet site will be available to franchisees who have received access information, is accessible from any computer with a web browser and will provide pertinent information for the brand. The day?s news will be featured in the center of the page while, in a circle, around the news are icons and links to take franchisees to numerous places. A calendar, revenue tools, database management, purchasing, manuals, marketing, training, a ?talk to us? link, property to property booking, reports, forms, help, maps and worldwide sales will all be represented on this page. AM/FM clock radios, hairdryers and shampoo have become mandated amenities, it was announced at the conference. Conference attendees including Bob Paisley, GM of a 173-room Days Inn in St. Charles, MO, and Lorraine Howerton, GM of a 104-room Days Inn in Hays, KY, agreed that this is a good idea but said the cost of adding these brand standards could be costly for properties that currently don?t provide them. At the Millennium Idea Exchange, the topic of amenities was further addressed and franchisees named irons, ironing boards, and in-room coffeemakers as the most expected amenities. Franchisees and general managers with older properties seemed most concerned about the mandatory amenities of the future that will require new wiring or added telephone lines. Kane suggested that those concerned work with him and the Franchise Advisory Comittee to figure the most cost effective way of accomplishing these changes. A new television campaign that includes four commercials which poke fun at other Cendant hotel brands was introduced at the conference. ?Marketing is the tie-breaker. It is the one thing that will make people choose to stay at a Days Inn instead of with the competition,? said Nancy Poor, vp/marketing.
