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Choice Hotels Offers New Prototypes for MainStay Suites, Comfort Inn and Quality Brand Franchisees
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Silver Spring, MD (May 13, 2004) – Choice Hotels International today introduced a new prototype and service enhancements designed to deliver a more compelling return on investment for MainStay Suites franchisees and to maximize further the profit potential inherent in the extended stay segment. Also Choice Hotels introduced new prototypes for its flagship Comfort Inn and Quality brand hotels. 

MainStay Suites

“Just as the extended stay segment has evolved since the launch of MainStay Suites, so is the brand itself evolving to capitalize on trends in today’s extended stay marketplace,” said Aaron Katz, vice president, brand strategy & corporate development for Choice Hotels.

First and foremost, said Katz, the brand’s prototype has been redesigned to reduce development costs by almost 20 percent, even as the guest experience is enhanced.

In fact, according to Katz, “The new prototype offers a residential look and feel, which our research tells us are paramount to the extended stay traveler.”

Specifically, the new MainStay Suites prototype

  • Improves site efficiency with a compact building footprint and reduces the length of guestroom corridors, creating a more multi-family residential appearance – while reducing the site requirement from 2.8 acres to 1.5 acres
  • Enhances curb appeal with a “front porch” main entrance and creative use of residential exterior materials
  • Reimages public space to include a new Community Room and combined Guest Laundry & Fitness Center
  • Adds a 24 hour front desk to enhance personal service to guest
  • Includes market-flexible room types (deluxe studio, double queen suite, two bedroom suites) to allow market appropriate mix
  • Optimizes room layout while retaining essential home-like features (full kitchen, refrigerator, sleeper sofa, and separate sleep, work and sitting areas)
  • Offers spacious “walk-in” closets with space-saver shelving in each guestroom
In addition to the new prototype, Katz said the brand is offering service enhancements designed to help franchisees achieve the profit margin premiums available in the extended stay segment.  “There are many common denominators in the operation of extended stay and transient hotels, most notably the importance of marketing and reservations delivery to each,” he said.  “But there are also operations elements that, when applied effectively, help the extended stay operator succeed in this specialized niche. 

“We’ve developed service enhancements to MainStay Suites franchisees that focus on the two critical elements of the successful extended stay business model – local direct selling and extended stay-focused operations,” Katz said.  Specifically, Choice Hotels has developed customized training and sales programs designed to enhance local market sales efforts and operations strategies that complement the extended stay business model.

“As evidenced by the new prototype and service enhancements, Choice Hotels is rededicated to the growth of the MainStay Suites brand and the success of MainStay Suites franchisees,” Katz said.  “The extended stay segment represents a tremendous profit potential, and MainStay Suites is poised to capitalize on it.”

Comfort Inn and Quality brand hotels

New prototypes for the Comfort Inn and Quality brand hotels were launched to coincide with reenergized interest among developers for new construction projects, greatly enhance the attractiveness, efficiency and innovation of each brand without adding development costs.

“An improving economy has signaled renewed interest throughout the industry for new construction project opportunities,” said Thomas Hall, vice president, product management and development for Choice Hotels.  “These prototypes, designed for two of our most established and renowned brands, offer significant product quality and innovation without adding costs.”

The Comfort Inn prototype can be built at an estimated cost of $40,000 to $42,000 per key, excluding land.  Features include:

  • Streamlined building configuration with enhanced front desk and pool area
  • Redesigned public space including spacious lobby, multi-functional breakfast room, one bay of meeting space and fitness center
  • Modern, transitional décor
  • Significant curb appeal, with four regional exterior options – Town Center, Alpine, Del Sol and Coastal – with differing midrange color palettes and traditional gabled and/or hip roofs
  • New suites and lockout rooms to accommodate a variety of uses (families, pets, conference rooms, extended stay living areas)
  • More spacious guestrooms including enclosed closets, second dry vanity, club chair, business desk, 25” televisions, and high speed Internet access.
The new Quality prototype provides value-priced, full service accommodations.  Features include:
  • Efficient building footprint, including 10 percent suites, with distinct separation of full service public space from guestroom tower
  • Attractive curb appeal, featuring traditional or “classic contemporary” style exteriors with traditional roof details and a two car porte cochere
  • Public space including small restaurant/lounge, two conference rooms, one board room, business center, fitness center and indoor pool pavilion
  • Guestroom design featuring a new bath configuration directly accessible from the sleeping area and a signature closet/wardrobe
  • Transitional, updated interior décor with traditional “full service” image
Choice Hotels International is one of the world’s largest lodging franchisors, marketing more than 5,000 hotels open or under development in 44 countries and territories under the Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Econo Lodge, and Rodeway Inn brand names. 

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Contact:
Anne Curtis
Tel: (301) 592-5155
anne_curtis@choicehotels.com
www.choicehotels.com

 
Also See: Building Up Instead of Out, Minimalist Lobby, Room Refrigerators All Part of Holiday Inn's New Prototype / January 2003
New Holiday Inn Express Prototype Based on Three Fundamental Design Concepts - Cleanliness, Timelessness and Cost-efficiency / Oct 2000
Carlson Hotels Creates New Prototype for Park Inn; Estimated Per Room Construction Cost to be $38,000 to $42,000 / January 2004
Architects Fugleberg Koch Craft Contemporary, Economic New Look for Motel 6 / May 2003
La Quinta Replacing a 30-year-old Hotel With a New 168-room Prototype Featuring Residential Style Architecture at DFW Airport / Dec 2000
Hilton Re-launches Homewood Suites with New Prototype / Jan 2000


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