News for the Hospitality Executive
FairBridge Hotels International Launches FairBridge Inn
SPOKANE, WA February 12th, 2011- An announcement today from FairBridge Hotels International, a hospitality firm based in Downtown Spokane, WA signals the official launch of its signature limited service flex concept brand of hotel known as the FairBridge Inn Express in the local market.
This first branded site is a well known downtown Spokane hotel centrally located at 211 South Division as the gateway to the spectacular downtown Riverfront shopping, dining, theater, sporting events and family attractions which draw thousands of visitors annually to Spokane and the surrounding resort destinations of Coeur D'Alene, and Silverwood Theme Park in nearby Idaho. For this hotel’s operator, Sunrise Hotel Operations, the decision to leave behind a traditional franchised hotel system and instead re-brand as the FairBridge Inn Express brand came not at a heavy cost but actually at a significant savings given the innovative business model used by the brand to attract new business and revenue as part of the launch of their innovative concept of hotel branding and network affiliation. This customized model and approach with which their flagship brand FairBridge Inn Express operates offers an alternative to the traditional franchise method by allowing operators to join a membership organization that offers the affiliate members a unique, vibrant, and dynamic brand identity complete with an unparalleled suite of hospitality business applications including a robust booking engine, loyalty program, central reservations system, and industry leading property management software applications without ever having to assume any of the commonly expensive, lengthy, and complex burdens of hotel franchise relationships.
What you may ask has this transformation meant for this particular former Wyndham franchise which became the inaugural FairBridge Inn Express in Downtown Spokane nearly two years ago during the economic meltdown for hotels that began in early 2009? In the words of the GM Sarah Mattingly, “Right away we saw this as a chance to showcase our skills and abilities as an operator under this new flag that directed attention right back here to our property, our team of employees, and the local nature of our operation instead of simply directing attention primarily back to the flag itself.” Mattingly continued, “Over the years, I’ve devoted an enormous amount of time in developing an operation that speaks for itself in terms of the consistently high quality and level of service provided to our guests by our hotel and our talented staff. And from the FairBridge Inn Express brand, I know that I’m seeing that same high level of dedication. Without our amazing new signs and image, and reservation system I couldn’t have imagined that we would achieve these remarkable levels of occupancy and the volume of business we have had in the midst of the historically depressed travel industry in recent times. And the money we are saving each month by no longer paying franchise fees can, if the ownership chooses, be reinvested back into our hotel to fund ongoing capital improvements and other useful initiatives that will help keep us among the very top hotels in Spokane. For our guests and our financial bottom line, I cannot ever imagine partnering with another brand with the results we've seen in the past two years where our competitors, whether independent or franchised have struggled enormously as we have increased profits and market share and eliminated so many unnecessary costs and burdens. For us, the advantages of FairBridge membership continue to prove that this new model of brand affiliation is certainly the way of the future for smart and efficient operators looking for a powerful advantage in a competitive marketplace”.
The complete suite of offerings from FairBridge spans across all major industry segments from major market full service properties featuring luxury and boutique style accommodations, to mid-scale limited service hotels, and also the budget & economy segment with our attractive and affordable Loyalty Inns(www.loyaltyinns.com) flag designed specifically for the smaller regionally focused operators of properties in secondary and tertiary markets located across the United States. Whether your portfolio consists of full service and high-end hotels at or near major attractions or tourist destinations, you own and operate budget properties along the interstate or nearby airports, shopping centers, hospitals or colleges and universities, FairBridge can provide you with the right brand for your market and your customers. According to company spokesperson Sumeet Kals, the company has tailored the brand membership opportunities exclusively for exceptional operators and attractive properties in all markets across the United States. Kals offered,"We will deliver on our promise every day as our Members realize their potential to achieve and even surpass their expectations of success, sustainability, and growth in these challenging times." For more information about FairBridge Hotels International and the FairBridge family of brands, please contact Membership Director Sumi Kohli at (312)-298-9510 or Brand Operations Director Fredrick Schoener at (509) 879-4432 and also please visit www.fairbridgeinns.com/membership to learn more about the exciting possibilities of a rewarding partnership with FairBridge Hotels International, an growing leader in the travel & hospitality industry.
Director of Brand Operations
Direct (509) 879-4432