Shower Initiative; $20 million Bathroom Upgrade
at 1,300 North American Properties
|ATLANTA, March 23, 2005 - Nearly three out of four (73%) U.S. adults
are not satisfied with the current state of hotel bathrooms, according
to a recent Harris Interactive poll released today. The survey, conducted
for Holiday Inn Express, comes on the heels of the Holiday Inn Express
brand's rollout of a $20 million SimplySmart(TM) bathroom upgrade to its
1,300 North American properties and demonstrates that the new SimplySmart
shower initiative is in line with consumer demands. The upgrade program
has already seen approximately 120,000 showerheads replaced and more than
one million new towels added across the Holiday Inn Express system. The
rollout of the SimplySmart shower initiative, which is in its final stages,
will be completed by the end of April 2005.
The Harris Interactive survey also found that guests' top complaint is that the water pressure in hotel showers is too low or too high (26 percent). About one in seven (14%) weren't happy with the quality of the bath linens and 13 percent are looking for more space in the shower.
The concerns expressed by consumers in the Harris Interactive survey about hotel showers are not uncommon and all of those challenges in addition to others were addressed by the Holiday Inn Express brand's upgraded shower experience. The aptly named SimplySmart shower initiative is centered on a proprietary multi-function showerhead by Kohler(R) which automatically compensates for a variety of water pressure challenges. It also features upgraded 100 percent cotton towels; white, hookless shower curtains with curved rods which add 25 percent more space; cotton loop bath rugs; and a sleek new line of bath amenities, featuring a proprietary cinnamon roll-inspired scent.
"We have significantly upgraded the bathroom amenities that our guests have identified as important, while keeping simplicity and value at the forefront," said Jenifer Zeigler, senior vice president, brand management, Holiday Inn Express. "Consumers are delighted to discover special bath features that are an upgrade from their traditional hotel experiences. They can count on experiencing the 'Stay Smart' proprietary showerhead, upgraded terry products and curved shower rod no matter which Holiday Inn Express property they choose," Zeigler added.
SimplySmart focuses on one of the hotel industry's current challenges - mirroring the comforts of home within the lodging experience, no matter the hotel service category. As guests continue to become more discerning and sophisticated about interior design, they want accommodations that respond to their new, elevated tastes. Currently, that includes bathrooms that deliver a clean, simple and more functional experience.
Holiday Inn Express dedicated more than 30,000 hours to identifying and testing SimplySmart elements and making the guest bath experience a more positive one. At the completion of testing all of the upgraded amenities were perceived by guests as significantly better than competitive offerings. The showerhead alone was tested by more than 7,000 guests at 28 hotels across the United States. SimplySmart upgrades include:
In conjunction with the national rollout of the SimplySmart shower program, Holiday Inn Express has launched a new generation of its popular Stay Smart(R) television ads that incorporate the shower initiative. A fourth iteration will begin airing in May 2005. The brand will also advertise its new shower program via billboards and truck-side advertising in major markets starting this month.
About the Survey
About Holiday Inn Express
Holiday Inn Express
|Also See:||Holiday Inn Express Franchisees Endorse $20+ million Bathroom Makeover; Proprietary Showerheads, Curved Shower Rods, Upgraded Towels and New Line of Bath Amenities / October 2004|
|Hampton Studies Guest Touchpoints; Results in New Product Standards and Technology to be Rolled Out Immediately in the 1,250-hotel Hampton System / January 2004|
|Days Inns Worldwide Plans Series of Initiatives to Boost Revenue; Hires 27 Directors of Business Development to Improve Overall Quality and Consistency / January 2005|