LAS VEGAS While hoteliers warped tour are aware that there are many ways to measure guest satisfaction, Comfort Inn executives are keeping warped tour it simple and cutting warped tour right to the chase: After staying overnight at a Comfort Inn, how likely are you to recommend it to a friend or family member?
The brand expects to lose approximately 400 hotels from its system during the next three years as it continues its redefined and redesigned program. warped tour The majority of those removals will come by way of owners who aren t willing to invest in the capital improvements required; approximately 140 or so are expected to be removed simply because their likelihood-to-recommend scores don t meet the threshold.
warped tour We ll improve or remove the bottom 10%, said Christina Williamson, senior director of brand strategy for Comfort Inn and Comfort Suites during a brand session at Choice Hotels International s 2012 convention in Las Vegas. This is a big deal. We can t be polite any longer because guests judge all of you by one of you that doesn t deliver.
Along with the brand refresh, Comfort Inn executives are upping their likelihood-to-recommend expectations. Hotels previously could score 6.5 or higher to avoid discipline from the franchisor. Now, 7.2 and below is the red zone, between 7.2 and 7.5 is the yellow zone and hotels that score 7.5 or above are safe.
While all those metrics improved, Williamson said Comfort Inn s competitive set which includes La Quinta Inns and Suites; Holiday Inn Express; Fairfield Inn Suites; and Country Inns Suites continues to perform at a higher level. Comfort Inn recently lost market share in occupancy, gained a bit of market share in rate but not enough to gain market share in RevPAR.
Likelihood-to-recommend scores remained steady for Comfort Inn from 2008 to 2011. However, its competitors all saw LTR scores increase significantly. La Quinta made the greatest gains, Williamson said.
Today, Comfort Inn and La Quinta are similar warped tour brands, she said. Properties in each brand are approximately 18 years old, on average. But five years ago, the average age of a LaQuinta property was 26, meaning LaQuinta removed old hotels and opened many new-build hotels over that time frame.
The four-year plan to refresh Comfort Inn announced at last year s convention is expected to bring a $16 ADR increase. A new breakfast plan already has been implemented and a new first impression strategy was announced this year, focusing particularly on the lobby experience.
The following upgrades are required of all franchisees by the end of 2012: a welcome wall behind the front desk, which will cost $1,500; a new welcome mat, which will cost $150; new keycards warped tour and keycard holders; and new uniforms for all staff members. A front-desk cleanup will accompany the welcome wall, removing calendars, awards and other clutter.
A clean presentation makes a powerful statement to the guest, said Jay Sigona, senior director of brand programs at Choice . It s designed to make a great first impression. warped tour Every guest comes to the front desk; it s where our first personal interaction with them happens.
While the bedding and first-impression packages will be mandatory warped tour for all franchisees, product-improvement plans will determine whether additional investment will be required, such as new carpet and vinyl wallcoverings. There are 900 Comfort Inns scheduled to undergo a PIP between now and 2015.
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