LAS VEGAS— Before a gathering of more than 700 Ramada Worldwide franchisees and general managers here, brand president Keith Pierce detailed changes necessary to revive this established but no longer leading brand. “This year marks the first time in 16 years that all of Ramadas distribution worldwide is gathered together,” Pierce said, referring to the acquisition last year by parent Cendant Hotel Group of the Ramada International portfolio from Marriott International and the acquisition of the former Ramada Canada. The acquisitions added approximately 250 properties to the portfolio, many of which had higher level standards than the U.S. hotels. At the same time, roughly the same number of hotels left the system for failing to meet quality assurance standards. “Consequently, the properties currently in the system are poised to take this 50-year-old brand from good to great,” Pierce said. “Over the years, Ramada didnt so much slip as it allowed competing brands to move ahead in terms of enhanced services and amenities, in the process damaging its competitive position.” Consumers, however, still value the brand highly, according to guest research cited by Pierce. “Consequently, the challenge for us in 2005 is to close the gap between this perception and what often is the reality at the property.” Initiatives for 2005 include improving the bedding and bath elements. New mattresses and linen standards are being introduced along with upgraded showerheads and shower curtains. These build on amenities improved in 2004, including distribution of USA Today and a new continental breakfast program. New signage and logo also have been rolled out. For franchisee Norman Leslie, the aggressive new attitude on the part of Cendant Hotel Group is long overdue— and most welcome. “Ramada has such a long and distinguished history and so much potential going forward that owners and operators like myself are happy to support these new initiatives,” said Leslie, who is president of National Hospitality Services in Fargo, ND, which has two Ramada Plazas in operation and a third about to open.
