Econo Lodge Unveils Inn & Suites Extension In Phoenix

PHOENIX— Econo Lodge has launched a new Inn & Suites extension to its hotel brand, which was recently introduced when the 48-room Econo Lodge Inn & Suites Downtown here opened its doors. “Weve launched a new construction prototype and have created a conversion means as well,” Tim Shuy, vice president of economy brands at Choice Hotels International, which franchises out the Econo Lodge brand, told HOTEL BUSINESS®. “Weve spent the last three or four years cleaning up our system. We felt that we could only take this next step once we were happy with all of our existing properties first.” As to why Choice has chosen this point in time to launch this new Econo Lodge extension, Shuy said, “Econo Lodge is thought of as clean, safe and comfortable. Its a great roadside name. In fact, weve sacrificed system growth to get tougher on our standards. “So, now were ready to take off,” he said. “The new room prototype is different for us because it has a microwave, a refrigerator, a separated seating area and is an all-around larger room. The standards are the same in the new constructions as with the conversions. In short, what were really doing is an L-shaped room with more space, more amenities and divisions.” The Econo Lodge Inn & Suites Downtown in Phoenix is the first property to utilize the conversion route of the brand extension. “In this first property, it was an independent hotel that decided to go with the conversion prototype,” Shuy said. “This property really emulated what we were looking for in that San Juan Sun Valley Inc., the owner/operator, wanted to beef it up in order to compete in the downtown market where they are located.” After it was unveiled last year that this hotel was going to execute this strategy, 16 new applications came in from other properties interested in the process as well, according to Shuy. Choice hopes that this will boost some of the quality efforts that the company has been taking with the brand. As a public company, Choice refused to comment on how many new hotels would be coming online this year using the new extension criteria, but did state that the company has been seeing a lot of interest from other hotels. “Were on track to do twice as many deals this year as compared to what we did last year,” said Shuy. As to where you’ll find this new Inn & Suites extension, the company sees “this product as being less roadside and more secondary market, airport market, downtown market,” Shuy said. “Traditionally we havent had a strong presence in these types of markets in the past, but that is about to change.”