LAS VEGAS—Members of Best Value Inn received a glimpse of what their new “Americas Best Value Inn by Vantage” signage and logo will look like as management explained the brand’s new direction at its sixth annual conference here. The transformation to Americas Best Value Inn by Vantage, prompted by a recent lawsuit with Best Western, is expected to be complete within two years, and management offered a share-cost program, based on a rating system, to take the edge off the added costs. Management has received trademark approval of the new brand name, and members at the conference voted to proceed with the transition. The conference was lively as members gathered to hear how the organization has developed to become one of the fastest growing brands in America. Management anticipates it will include 550 properties by year-end 2005 as it penetrates new markets with its “hometown pride message,” according to Roger Bloss, president/CEO. “We are staying true to our mission,” Bloss said. “The brand is a team effort.” Bloss said that the chain, which started from humble beginnings as a true membership organization just five years ago, is now the 13th largest chain in the world. Its membership renewal rate is 99% and its ADR is over $62. Recent advertising and technology initiatives, which include its recently acquired GenerRes reservation system and its website marketing plans, have helped spur a ROI of about 600% for members. Partnership marketing impressions are up 59%; website traffic is up 300%; and its Value Club membership is up 800%. Reservations are up 45%. The transformation to Americas Best Value Inn will communicate “a new message to guests that we’re still the same place, but there is something new about us,” said Bernard Moyle, COO/CFO. As the organization takes its new message to the national media, members will be provided with an “evolution tool kit” to help them communicate to guests and the local community the transformation of the brand. A “point program,” based on, among other things, QA score, participation in marketing, and positive payment history, will be used to determine how much management will contribute to the brand changeover on signage. The reimbursement will be applied toward annual membership fees. “The momentum is there; this is not like a typical re-imaging of an old obsolete brand into something new,” Moyle said. “We are on the top moving forward.” The addition of the “by Vantage” name to the brand will give the organization the opportunity to move forward under a larger umbrella called “Vantage Hospitality Group, according to Moyle. “We have looked at several new concepts to expand, but we have to think about things like segmentation,” Moyle said. “Vantage shows that we have matured as a company; we’re more than just a hotel brand. We’ve invested in our own technology; we’re involved in hotel ownership. Vantage will make the public more comfortable that there is a larger, corporate conglomerate [behind the hotel brand].”
