KISSIMMEE, FL—Characterizing Choice Hotels International as a “relationship-driven company” that has seen successes in the past year with organizational restructuring, a greater concentration on being brand- and guest-centric, and the bricks-and mortar reality of a new brand opening, Vice-Chairman/CEO Charles “Chuck” Ledsinger Jr. told more than 4,000 attendees at its 53rd annual convention being held here that the next important step would be to push the entire enterprise’s efforts up a significant notch. Playing off the conference theme, “Taking It Higher—Together, Ledsinger led the attendees gathered at the Gaylord Palms Resort and Conference Center through a litany of accomplishments since last fall that followed regional meetings asking for licensee input to help determine how the franchisor and franchisees could work together to move the needle on Choice’s strength against its various competitive sets. Among the positives, the executive cited stricter enforcement of brand standards and greater brand consistency; the introduction of brand-specific quality assurance forms for its midscale brands (economy QA forms will be rolled out this summer); better brand differentiation; revamping the role of franchise-service directors; and the new position of brand performance consultants in the field. “We are taking guest satisfaction higher, we are taking brand awareness higher and we are taking brand quality higher…we are working together, listening to each other, taking the best ideas we have to offer and putting them into action,” said the CEO. Toward that, Choice also is continuing to ramp up a new program to help franchisees save money on property insurance by leveraging its size. A similar program is under way with building supplies. To prove its point about listening to licensees’ concerns, during the three-day conference Choice has set up “Talk to Us” kiosks in the lobby of the Gaylord’s Osceola Ballroom, the site of the general session and other large meetings. Electronic surveys for each of the brands (except Cambria Suites, which just opened its first property in Boise, ID, last month) posed a variety of questions. For example, Comfort Inn and Suburban owners and/or managers were being asked how they felt their specific brand was doing relative to return on investment and delivery of business. For Econo Lodge, which unveiled a new logo during the conference, owners and managers were asked how effective they thought the new image would be. Ideas and feedback also were gathered at the brand booths set up during the conference’s trade show. The results will be recapped by Choice at a later date; however, the franchisor expects to add a “Talk to Us” channel internally as part of enhanced communication efforts. “We are committed to increasing our efforts to get…input and feedback on an ongoing basis,” said Ledsinger. “We’ll consider [the]ideas and suggestions, and in the end we’ll balance that feedback with what is in the best interests of Choice, our brands, our franchisees and our hotel guests…And ultimately, we’ll make decisions that best position all of us for continued success.” At the same time, the CEO told franchisees they, too, must “take it higher.” Noting travel demands remain strong in a still-robust economy, Ledsinger urged the attendees “to deliver on your promises to guests. We need you to invest in your hotels to provide the quality and consistency that will give our brands a more competitive edge.” Meanwhile, the executive stressed Choice, acting the good parent to its brands, would leverage its size and distribution to benefit the systems hotels, particularly in the areas of architecture and design, e-commerce, marketing, purchasing, quality assurance and customer care. Systemwide, there are more than 5,400 Choice branded properties representing more than 440,000 rooms. “Guest expectations are constantly evolving,” said Ledsinger, “and our services must meet those expectations. In an effort
Choice Vice-Chairman/CEO Chuck Ledsinger Jr.