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Embassy Suites Hotels Initiates Upgrade Program Supported by Brand
and Hotel Owners; Includes Enhancements to Breakfast, Team Member
Uniforms, Bedding, Bath Amenities, Fitness Equipment
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MEMPHIS, Tenn. - September 27, 2006 - Embassy Suites Hotels today announced the launch of its 20/10 brand evolution program with the completion of EmbassyDirect™ Registration Kiosks in all of the upscale brand’s 182 hotels, as well as the added capability of printing airline boarding passes directly from all kiosks. 

With this announcement, Embassy Suites Hotels is the first hotel brand to install the kiosk check-in technology in all hotels. Additionally, the hotel brand also becomes the first to announce airline boarding pass printing capabilities(a) for 18 major airlines from the kiosks in 100 percent of its hotels. 

This new complimentary service spearheads the brand’s 20/10 brand evolution and enhancement program, a comprehensive series of product and service upgrades and enhancements, as well as brand standards, to keep the Embassy Suites Hotels brand a leader in the upscale, full-service hotel category. By year-end 2007, the Embassy Suites brand will have funded nearly $10 million on several 20/10 initiatives including breakfast, team member uniforms and registration kiosks. 

“By expanding our kiosks to each hotel and enabling airline boarding pass printing, we are offering our guests more choices, convenience and control when it comes to their hotel stay,” said Jim Holthouser, senior vice president, brand management, Embassy Suites Hotels. “With the time constraints on travelers these days, we believe that expanding the capabilities of our kiosks will allow travelers more time to focus on more enjoyable ways to spend their time, rather than waiting in line at the airport.” 

Perfect Vision: 20/10 Brand Enhancement Program

Based on comprehensive guest studies and input from both internal and external constituents, as well as current Embassy Suites owners, the 20/10 brand evolution plan has already begun at all of the brand’s hotels and is set for completion by year-end 2010. 

“Named after the numeric description for perfect vision, our 20/10 brand evolution plan provides us the vision to keep the Embassy Suites brand fresh and up-to-date, so we can grow and keep in step with changing guests’ needs,” said Holthouser. “The 20/10 brand enhancement plan will not only improve some of the key elements that make Embassy Suites the leading brand that it is, but will also introduce new elements to augment the brand's position as the leader in the all-suite category, as well as promote greater consistency across all hotels within the brand.” 

“The additional changes and enhancements we will be making over the next three and a half years will further position us for growth to reach 300 hotels by the year 2010, as well as help us maintain the leading performance premiums we currently enjoy as a brand in the future,” added Holthouser. 

In 2006 and 2007, changes throughout the hotels will focus on four key areas: 

1. Breakfast: new brand standard features 10-ingredient omelets, new signage and equipment, as well as new training and service standards. 
2. Team Member Uniforms: provides newly designed uniforms to guest-interfacing team members in guest services (bell staff, van drivers, door, front desk): housekeeping; maintenance; complimentary breakfast (including breakfast chef); and evening manager’s reception(b). 
3. Suite upgrades: enhances bathroom areas and personal amenities and continues the Embassy Essentials™ bedding upgrade program. 
4. Hotel services, including fitness centers and business centers: offers Precor fitness centers and new Embassy BusinessLink™ business centers powered by PrinterOn® remote printing capabilities at all hotels. 
Future 20/10 enhancements including such upgrades as exterior hotel signage, as well as a Hilton Family high-speed Internet solution are planned for the Embassy Suites brand. 

Breakfast Re-eggnition 

“Re-eggniting” what it does best, Embassy Suites Hotels is investing $2.5 million in new state-of-the-art equipment and signage in its top-notch complimentary cooked-to-order breakfast, making the most important meal of the day even more convenient and enjoyable for guests. Ninety-nine percent of both leisure and business travel guests of Embassy Suites partake in the signature breakfast and will delight in the new brand standard of offering 10 ingredients (cheddar cheese, ham, onions, tomatoes, jalapenos, bacon, sausage, mushrooms, spinach and bell peppers) for the popular cooked-to-order omelets. Enhancing the breakfast program involves a team effort for all 30,000 Embassy Suites team members, training them on Embassy-unique ways to be hospitable and help guests navigate the breakfast layout and enjoy one of the most important aspects and core pillars of the Embassy Suites experience. One of the most noticeable changes to guests will be the addition of the “Embassy Ambassador,” who will spend more time interacting with guests and attending to guest needs, particularly at breakfast. 

Team Member Uniform Program: Fashionable, yet Functional Design by Lafayette 148 New York

Embassy Suites team members have never looked or felt better thanks to a new brand-wide uniform initiative influenced by their specific needs and practical criteria. While the Embassy Suites brand prides itself on providing 100% customer satisfaction guaranteed, the brand-of-one believes satisfied guests are the product of satisfied team members. Embassy Suites teamed up with fashion design house Lafayette 148 New York, after a successful debut on NBC’s “The Apprentice,” to create a line of uniforms that would serve as both practical and smart, creating a sense of pride and comfort for the team member. With hotels in various geographical locations including suburban, airports, urban, and resort markets, Embassy Suites had Edward Wilkerson of Lafayette 148 New York design a different set of uniforms “fitting” for each; hotel properties which uniform collection is appropriate. Team members in all 182 Embassy Suites locations will be outfitted by end of Q1 2007 in the following positions: guest services (bell, van drivers, door, front desk); housekeeping; maintenance; complimentary breakfast (including breakfast chef); and evening manager’s reception(b). 

The Embassy Suites brand is investing more than $3 million in the new uniform program, providing two (2) uniforms for each of the 30,000 team members. 

The Suite: Upscale Bedding, Personal Amenities and Bathroom Upgrades 

Embassy Suites is laying the “bedding” for more unique and upscale in-room amenities and bedding. The new Embassy Essentials Bedding Collection features new mattresses, box springs, triple sheeting, decorative throw, and more pillows for ultimate comfort and luxury. To exceed guests expectations for a more residential bathroom with an upscale feel, by year-end 2006 all Embassy Suites Hotels properties will have new bowed shower rods, providing more space and light in the shower. Additionally, new translucent shower curtains will be placed in all hotel guest suites by year-end 2007. Hotels undergoing renovations, as well as new construction hotels, will have more “residential” furniture-style vanities for a more modern look in the bathroom. A new high-end personal care line with spa-like amenities is in the pipeline for introduction by year-end 2006. 

Hotel Services: Precor Fitness Centers and EmbassyLink Business Centers 

As part of the exclusive agreement between Hilton Hotels Corporation and Precor, the global fitness equipment leader, Embassy Suites has begun installing co-branded state-of-the-art fitness centers at all Embassy Suites Hotels in 2006, with the majority of hotels completed in 2007. The specially designed facilities will utilize Precor-developed strength, cardio and entertainment equipment. Equally committed to providing guests with an exceptional business center experience, Embassy Suites offers the new Embassy BusinessLink business centers powered by Uniguest™ and PrinterOn® remote printing capabilities will be implemented in all hotel properties providing consistent technological offerings across the brand. The business center features a minimum of two workstations complete with high-speed Internet access, security software, copying and laser printing capabilities, as well as other office tools. 

About Embassy Suites Hotels 
Embassy Suites Hotels is part of the Hilton Family of Hotels and opened its first hotel in 1984. It was the first all-suite upscale hotel brand to enter the industry and today has nearly 190 hotels. 

(a) To print boarding passes, hotel guests follow the simple step-by-step instructions on the kiosk. Using the airlines’ own web pages, they can check in for their flight, change seats, request upgrades and print their boarding pass at the kiosk. There is no cost to the guest for this service. 
(b) Subject to state and local laws. Must be of legal drinking age. 

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Contact:

Hilton Family Brand Communications
Dawn Ray
(901) 374-5954
(dawn_ray@hilton.com)
http://www.hiltonworldwide.com

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Also See: Embassy Suites Will Have Self-service Registration Kiosks in 100% of Hotels by June 30, 2006 / February 2005
Hilton Hotels Corporation Names Jim Holthouser SVP of Embassy Suites Hotels, Rebecca Wyatt SVP of Homewood Suites by Hilton / February 2006
Embassy Suites Hotels Refines Cooked-to-Order Breakfast Experience; 10 Ingredient Options for Omelets, Improved Signage and Equipment / April 2006

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