ORLANDO, FL- The general session at Choice Hotels International?s 49th annual conference being held here at the Gaylord Palms Resort, served up a bevy of innovative new business strategies aimed at making its lodging brands more competitive in the face of challenging economic times. Many of the initiatives are based on changes that had previously been made as part of the company?s re-imaging strategy, which built a strong foundation, incorporating value into each one of its brands. These latest modifications exemplify subtle changes in key areas which have been identified as those most likely to produce tangible returns for franchisees as the industry- and economy- head for a recovery, said Choice executives at the event. ?We?re here to celebrate the shared success of our franchise system and what we hope will be the beginning of an economic recovery for our nation and the world,? said Charles Ledsigner, president of Choice Hotels at yesterday?s general session. He noted that while consumers and businesses have greatly curtailed their travel, Choice Hotels has ?continued to see strong demand for our brands and strong growth in the system.? Much of that can be attributed to Choice?s strong roadside distribution of properties, as more and more Americans have been traveling by car, he said. ?And with the success achieved recently on the geopolitical front, comes the real hope that our economy will now begin to show greater signs of life and a higher rate of growth,? Ledsigner continued optimistically. The seasoned executive said he expects a very strong summer travel season, as Americans take to the road following months of pent up demand for a vacation. But with 4,700 franchised hotels open worldwide, Choice has to be strategic with its expansion plans. As such, Choice is taking advantage of the current climate and the abundance of conversion opportunities out there. Many of the hotels Choice added to its system over the last 12 months came in as conversions, noted executives. In addition, the company has introduced new build prototypes for Econo Lodge, Sleep Inn and Comfort Suites that give developers a more cost-effective way to introduce new hotels in secondary and destination markets. Each prototype offers a new-build product at a less expensive price point per key than previously available with new décor options. They potentially reduce per key costs of up to 10% for Comfort Suites and up to 20% for Sleep Inn. To help improve the operational results and market performance of its brands, Choice also recently rolled out a program called RevPAR Advisor. The program offers hotel-level assistance to properties looking to improve their performance by targeting eight areas that can be easily analyzed and improved- with tangible results showing up at the bottom line. The eight areas identified in the RevPAR Advisor program as most likely to give results include: curb appeal; cleanliness; customer service; transient sales; sales and marketing; pricing; strategic CRS practices; and e-commerce. Most operational adaptations derived from this program are subtle, and don?t cost a thing, but produce results, said Janna Morrison, vp/franchise services. ?Many hotels have already benefited from changes made as a result of this program,? said Morrison. More than 3,000 property visits for RevPAR Adivsor have already taken place, she said. And taking into account some of the most sensitive issues for consumers, such as gas prices and food expenses when traveling, Choice Hotels announced several new marketing initiatives that tie together food, gas and lodging. According to Wayne Weilgus, senior vp/marketing, Choice Hotels? midscale brands have partnered again with McDonalds to offer free value meals with one night stay at Comfort Inn, Comfort Suites, Quality, Sleep Inn Clarion, and MainStay Suites brand hotels throughout the United States. A similar program was used last year, however, a two-night stay was required. In a
Choice Vice-Chairman/CEO Chuck Ledsinger Jr.