MEMPHIS? By renaming all 25 Club Hotels by Doubletree properties as Doubletree Clubs, Promus Hotel Corp. has taken what was marketed as a separate chain and brought it under the Doubletree umbrella. The Clubs, which were welcomed into the brand on Sept. 1, join Doubletree?s other products including Hotels, Suites, and Resorts. With these lower upscale properties more closely aligned with the Doubletree name, it is anticipated that they will enjoy accelerated growth, said Cindy Davis, senior vp of the Doubletree brand. ?The synergies [with Doubletree]are too compelling from both our guests? and owners? perspectives to keep it a separate brand,? said Davis. Becoming more closely linked with Doubletree will provide advantages, including a significant increase in marketing funds, enhanced cross-selling opportunities, regional cooperativeadvertising programs and greater brand recognition. The most notable changes being made to the product will be new exterior signage and linkage to Doubletree?s tollfree reservations telephone number, 1-800-222-TREE. The new signage will feature a new logo provided by Promus at no cost to property owners. The changeover will be carried out through the end of this year. Doubletree?s ?halo of upscale identification? is expected to give Clubs a competitive advantage with a favorable impact on occupancy and average daily rates, according to Davis. The product competes in the ?garden? category against such brands as Hilton Garden Inn and Courtyard by Marriott. Industry analysts agree that the move will only benefit the Club product. ?Doubletree has very strong name recognition and that will help Club get a favorable reaction,? said Bjorn Hanson of PricewaterhouseCoopers. The goal, according to Davis, will be to promote the Clubs as part of an overall strategy to build Doubletree into a major player in the upscale market. The Club concept will be targeted at self-reliant upscale business and leisure travelers, offering amenities such as a Club Room and big screen TV. ?Until now, no hotel chain has positioned itself to truly meet their needs,? said Davis. It is anticipated that the Doubletree name will spur new growth for the Club concept, through both new construction and conversions. Particular interest is expected to come from older mid-scale hotels with food and beverage facilities that could easily be converted. In general, Doubletree Clubs average fewer than 250 rooms, have limited meeting and f & b facilities, and are located in airport, suburban and secondary markets. Small changes will be made to the Club concept as needed going forward, said Davis. The first of these is the expansion of food and beverage facilities in certain locations, she said. While most current properties feature the Au Bon Pain Cafe concept, new hotels that come into the system will be able to choose from that venue or a new Club Cafe concept, which features a buffet breakfast and full-service lunch and dinner. ?We see the need for this more full-service food and beverage concept in locations such as office parks, where there typically are not many dining options in the immediate area,? said Davis. Another modification that will be made to new additions to the system is that each will have three meeting rooms instead of the concept?s traditional two. The change is being made in response to customer comments, Davis said. Secondary and tertiary markets will be targeted for development of Doubletree Clubs, according to the company. ?We have a strong pipeline and expect to approve 10 to 20 franchises over the next 12 to 18 months,? said Davis. Several properties are currently in the development stages in Dallas and Boston.
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