MYRTLE BEACH, SC— Though most hotels along Ocean Boulevard here remain independent, at least four properties are converting to franchise hotels, hoping a recognizable name will boost business in an increasingly competitive market. These soon-to-be-converted properties join other chains that have sprouted up along the Boulevard in the past18 months, and hoteliers say more will come as the independent properties that helped put Myrtle Beach on the tourism map start needing a brand name to survive. “A lot of the hotels are really looking into it,” said Mike Mishra, a Grand Strand hotelier for 15 years who last month changed his Tropical Shores property to a Best Inn and Suites. “Its a very different market right now. Without a franchise, you cannot survive.” Of the 200 hotels that line Ocean Boulevard from 82nd Avenue North to U.S. 17 Business, 15 are brand names, including Holiday Inn, Days Inn and Super 8. Nearly 93% are independently owned. However, hotel owners say national reservations can increase business by as much as 25%. The lure is worth the thousands of dollars it takes in renovations and annual fees to meet franchise standards. Thats what Jack Robertson, owner of Grand Strand Inn and Suites, hopes will happen when he converts to a Best Western this year. He watched how a Hampton Inn moved in across the street 18 months ago, blocking his ocean view. Another chain is moving into his neighborhood this summer. SOURCE: The Sun News, Myrtle Beach, SC
