Payless Lodging Predicts Growth To 5,000 Properties By 2005

ST. PETERSBURG, FL— President Meredith Bishop is confident that the newly launched Payless Lodging e-brand could reach 1,000 properties across the United States by 2003 and 5,000 by 2005. What’s fueling that confidence is the growing interest by its targeted independent clientele in Payless’ “web-centric” reservation solution and bundled package of programs that includes advertising and credit-card processing fee discounts, Bishop told HOTEL BUSINESS®. Four direct-mail campaigns are due to go out next month. In May, Bishop expects to have her brand developers following up on leads generated by the campaigns. And in June, she predicts properties will start to be loaded onto the system. And so the ambitious growth path to 5,000 begins. “Its an aggressive goal, but we are confident,” said Bishop, who noted interest for the brand is growing. As she explained it, Payless is “an e-brand solution,” which means all of its services are provided through programs accessed via the Internet. Thats why since 1999 parent Avalon Global Group has spent $2 million on technology to support its decision to enter the lodging business and focus on independent hotels. Avalon also has several other businesses, including Payless Car Rental and Payless Getaways, which the fledgling brand will leverage for its members benefit. Payless Lodgings “web-centric” solution includes a web-based guest management system, travel agent help desk and seamless connectivity via www.paylesslodging.com to Sabre, Amadeus and Worldspan, all of whom have relationships with Avalon. Since Bishop signed on with Payless Lodging in December 2001, and the company was “announced” in January, the brand has inked a couple deals for member programs, including phone book advertising with BVK Direct and discounted credit card processing fees with First Credit USA. Currently, Bishop and her growing staff of brand developers are concentrating on bringing Payless to the Southeast, and will expand outward across the United States throughout the year. “But we want to build a presence here in the Southeast first,” she said. Bishop indicated that while Payless doesnt have any properties signed up yet, there is great interest. “We already have properties that are asking exactly when they can sign up,” noted Bishop. She said the brand is currently in talks with a couple of lodging associations that will help foster membership sign-ups, including one in Florida and one based in Atlanta. “Our goal is to align ourselves with associations and Chambers of Commerce organizations that have quality standards which reflect ours to build a base of properties,” Bishop said. She said Payless will target “motels and hotels with 30 rooms or more which have a AAA and/or Mobil rating.” Theyll also have to meet brand standards that afford a “safe, clean, comfortable” environment.