ATLANTA—As part of several key efforts to bolster its Microtel Inn and Suites and Hawthorn Suites brands, U.S. Franchise Systems is pioneering an initiative to become more inclusive of a largely overlooked guest segment—persons of short stature or Little People—and is implementing almost immediately a simple, yet critical, guest program for this sector of people who are affected by the roughly 200 types of dwarfism. The innovative move entails providing a kit of accessibility tools to each property that will allow Little People, whose height often restricts their reach and/or stepping ability, to function more easily in a guestroom. The accessibility kit includes a customized, low-rise step stool and several implements such as a closet rod adaptor to help simplify hanging clothes and a security latch adaptor for the guestroom door. USFS is working with Matt Roloff, chairman of Direct Access Solutions and the former president of Little People of America, who developed the kit, which also includes an educational guidebook for hotel staff. The kits are being provided at no cost to franchisees, said EVP/COO Roy Flora, who told HOTEL BUSINESS® each kit is valued in the $200 range and is being funded at the corporate level. The initiative was rolled out Tuesday during the chains’ 2007 annual conference here at the Hyatt Regency , giving a record number of 500 attendees a glimpse of how addressing the needs of Little People—there are 1.2 million in the U.S.—can help improve franchisees’ bottom lines while enhancing the travel stays of this select group. “Every hotel that receives a kit will automatically be added to an online list of Little People-friendly locations,” said Debbie Campbell, svp/Marketing and National Accounts for USFS. “We’re going to be on all their websites,” said Flora. “Notices will be sent out to all of the Little People constituency. They tell their family, they tell their friends, they tell the employers they work for, the business-travel decision-makers, etc., who say: ‘Boy, you’re taking care of them; we’ll take care of you.’” The program, one of several new directions for the brands, paralleled Flora’s call to attendees—taking a page from the Starbucks’ philosophy—to “surprise and delight.” “Surprise and delight is based on the simple truth that no matter how good a job you do serving your customers, you can still go to the next level in providing a uniquely positive experience that will create stronger brand loyalty,” said the COO. “It’s been said the only two things one can count on are death and taxes. Wouldn’t it be great if consistent quality and an outstanding hotel experience were an equally sure thing?” The brands have been distributing free guest-stays at random at the property level to deliver on the philosophy, as well as to build brand awareness and loyalty. Both brands will look to gain greater awareness this year by placing commercials on XM Satellite Radio. “We’ll be the first hotel company to capitalize on satellite radio’s amazing opportunity,” said Campbell. “We’re getting in on the ground floor because we believe satellite radio is certain to be ‘the next big thing.’” The brands also are launching a new affiliate online marketing program, placing consumer ads on close to 500 travel-affiliated websites, such as usatourist.com and biz-stay.com. “Just as we do with travel agents, we don’t pay anything until a viewer to one of this long list of sites clicks through to [the brand website]and executes a booking,” said Campbell, noting franchisees then will pay a 5% commission instead of a traditional 10% commission. “It’s a winning combination from every angle,” she said. Microtel and Hawthorn also will continue to advertise on the national radio shows of commentators Sean Hannity and Rush Limbaugh, respectively. The brands will add enhancements to their website booking engines and also add functions, such as the ability of guests to book as many as nine rooms on a single reser
