Knights Inn President Rajiv Bhatia asked the owners and managers of the brand�s more than 200 hotels to help establish a �collaborative, positive, willing-and-able brand culture� by working together with the brand team to form a �true partnership� and take advantage of the brand�s support services.

Key among those services is a training initiative called the Strategic Training for Exceptional Performance, which features an improved version of the brand�s general manager orientation and an online assessment for creating a personalized training agenda.  The Knights Inn team will hold classes throughout the country.

The program, which began this month, covers a wide range of topics, from yield management to ensuring the quality of lodging products and services.  Franchisees are asked to complete the online assessment questionnaire prior to enrolling.  The results of the questionnaire determine the appropriate course track.

Concurrent with its training initiatives, the brand also is improving its Intranet portal, KnightSource®, to function as a �one-stop shop� for franchisees and a �primary service and communication vehicle,� Bhatia said, adding that the brand soon will use it to launch new applications including a new security process, electronic customer solicitation and e-mail system.

�Everything our franchisees need to know about the brand is consolidated into one simple, easy-to-use source,� he said.  �Best of all, they will be able to create separate accounts for each of their employees and indicate what information they want made available to them.� 

Franchisees also learned about a new free interactive CD that �takes you around the exterior of a Knights Inn property and through the hotel, illustrating how to modernize a property by adding simple touches that make for a friendlier, more positive guest experience,� said Max Beckerman, Knights Inn operations director.

On the marketing side, beginning June 1 the brand will give every Knights Inn franchisee free and unlimited access to four full-time professionals who can act as the property�s in-house ad agency.

�This group of graphic designers has a combined total of nearly 50 years� experience in creating billboards, brochures, rack cards, business cards and more for lodging franchisees,� said Rosanne Zusman, senior director of marketing.  �Franchisees can rest assured that the work of these professionals will be compliant with all Knights Inn brand standards.�

The centerpiece of the brand�s Internet marketing efforts will be an extensive redesign of its Web site, www.knightsinn.com, this fall.  The brand asked customers how they use the Web site and what they like and dislike about the experience.

According to Zusman, the feedback revealed that consumers want more control over their shopping experience, straightforward and objective information they can trust, larger photos and a clear list of amenities.  The end goal of the redesign is to make booking a room easier by improving functionality, Zusman said.

The brand now will have �new and improved� property display pages with a �clean, consistent format and larger photos,� she said.  �To make it easier for guests to find the Knights Inn property of their choice, they will be able to search by both room type and amenities offered.�

In addition to existing city search functionality, the brand will add the option to search by airport or by attractions.  The Web site also will offer a planner that allows consumers to see all Knights Inn properties located along their route.

Marketing efforts for the summer center on the TripRewards loyalty program�s �Stay a Spell�promotion, which offers guests a Bewitched movie-themed coupon booklet valued at more than $250.  Bewitched, the movie version of the 1960�s television show, stars Nicole Kidman and Will Ferrell and opens in theaters June 24.

During the promotional period, TripRewards members can enter a sweepstakes for daily and monthly prizes.  Every day during the promotion, TripRewards will give away gas cards valued at $100 each in the Stay a Spell online instant win game.  On four occasions during the promotion, TripRewards members can win one million TripRewards points.

One million TripRewards points could be redeemed for 166 free hotel night stays, five months of car rentals, 181 $25 retail gift cards, 30 mountain bikes, 68 blenders, 18 plane tickets or other rewards.

The coupon book includes a free car rental upgrade and discounts on shopping and entertainment.

There are 206 Knights Inn hotels in the United States and Canada.  All Knights Inn hotels are independently owned and operated under franchise agreements with Knights Franchise Systems Inc.  Reservations can be made by calling the Knights Inn toll-free reservation center at (800) 843-5644 or through the company�s Web site at www.knightsinn.com.  Knights Franchise Systems is a subsidiary of Cendant Corporation (NYSE: CD).
 

Jennifer Zimmerman
Communications Manager
Cendant Corporation, Hotel Group
(973) 496-0750
[email protected]