Hotel ManagementStaybridge Suites by IHG Feb 19, 2001
Since Staybridge Suites by Holiday Inn opened its first hotel in Atlanta (Alpharetta, Ga.) less than two years ago, the brand now boasts 25 open hotels with 25 under construction. It is no wonder that Staybridge Suites is experiencing rapid growth and brand momentum given these facts:
* Extended-stay is the fastest-growing market segment in the industry, with demand exceeding supply and segment occupancies consistently outperforming industry averages.
* Bass Hotels and Resorts has leveraged its successful heritage of launching new brands to deliver this concept, investing more than $225 million in the product, programs and people behind Staybridge Suites.
* Dedicated property level support helps hotels achieve quick occupancy ramp-up and favorable yields against their competitive sets.
* Guests of the brand are ecstatic about the product and service delivered by Staybridge Suites.Effective marketing and support Staybridge Suites franchisees benefit from knowing they have the support of Bass Hotels & Resorts, the world's most global hotel company. Several of the properties built and currently under development are owned and operated by Bass. "We've made a significant investment in the brand alongside our franchisees," said Jim Anhut, senior vice president of
Staybridge Suites. "Our ownership and management of these hotels focuses our attention on the matters most important to guests and franchisees alike. As owners we know we have a very competitive hotel concept capable of delivering a very attractive return on investment."
Staybridge Suites offers franchisees a comprehensive support package that begins well before the hotel opens. About 10 months before the projected opening date, the Staybridge Suites sales and marketing team begins working with the property owner to establish a business plan and sales account database to help the hotel quickly saturate accounts in the local market. These important and initial steps prior to the hotel opening are complemented by an arsenal of tools and resources that include direct marketing and promotional materials, training and sales resources, and on-going, hands-on assistance in the areas of operations.
"Our sales and marketing support encompasses property level marketing, assistance with sales, revenue management, reservations and planning. Each hotel is appointed a regional director of sales whose focus is managing the sales and business mix of each hotel. They help with the business planning process, provide sales leads and guide the marketing direction for each hotel," said Bill Linehan, director of sales and marketing for Staybridge Suites. "Our corporate marketing team sets overall strategy while employing powerful programs unique to Bass Hotels and Resorts such as the Global Sales organization, e-business and Priority Club," he said.
Guests say "Build more!"
In each suite, guests find all the comforts of home as well as the convenience and efficiency of an office. One guest recently expressed appreciation of the suite layout, saying the design was created to accommodate a long-term stay, which is a design never found in an ordinary hotel room. "It is easy for guests to come to that conclusion due in part to our warm residential decor, which complements separate and dedicated eating, sleeping and work areas in each suite," Anhut said. Guests also enjoy conveniences such as functional work areas with high-speed Internet access, voice mail and direct-dial access; two telephone lines per suite; and the ability to print documents to a central printer from any suite at any time - all of which enable guests to stay connected with their busy lives back home while on the road for extended periods of time. Common areas include an on-site, 24-hour Convenience Store, free self-service laundry, a well-appointed exercise room and library stocked with books and movies.
The brand's signature Great Room, with its stone fireplace and soaring windows, is another example of the hotel's relaxing atmosphere, which is considerate of the needs of extended-stay guests. Since extended-stay guests typically have more down time, they need "space extensions" to their suite not unlike homeowners require family rooms and libraries. Staybridge Suites guests feel comfortable leaving their suites to relax by the fireplace in the Great Room, to surf the Internet for free on the library computers or to converse with friendly hotel staff during the complimentary evening manager's reception.
"Bass Hotels and Resorts acknowledges the need to stay focused on extended-stay and address the needs of this profitable customer niche," said Linehan. "Since we have gone to great lengths to keep the extended-stay guests at the forefront of our design considerations, we have experienced a very high level of guest satisfaction with the product and service we provide. Many guests now seek Staybridge Suites properties for their next travel destination. We couldn't ask for a bigger compliment. There is no doubt we are building guest preference." |