Suburban Lodge Brand President Dan Berman, dressed in a captain's uniform to emphasize the nautical theme, told franchisees, "Suburban Lodge and its extended stay concept has been able to outperform the industry this past year due to our unique selling proposition: combining kitchens and economy rates, giving us the flexibility to attract a diverse customer base that stays longer."

He went on to describe how, prior to September 11th, Suburban Lodges had already started investigating new marketing ideas to adjust for the economic slowdown. "Suburban Lodge has fine-tuned - not changed - our marketing strategies," Berman said. "We know who our guests are, so by keeping a focus on local marketing and expanding our sources of regional and national business, we can maximize the benefit of your marketing dollars." Tools such as Suburban Lodge's new Sales & Marketing Planner, which includes a graphics CD-ROM, helps franchise operators develop and customize local marketing plans and promotional materials.

Following the General Session, breakout sessions were held. A Sales and Marketing session highlighted Suburban's internet marketing initiatives focused on increasing web presence and site traffic, resulting in a 25% increase in web reservations in the past year. Also discussed were the success of recent e-marketing efforts, the development of a new online RFP website, and the creation of a Marketing Evaluation Tool to assist properties with local marketing. An Operations session reviewed Cost Per Occupied Room (CPOR) for certain expense items and discussed "best practices" to achieve optimum results. The Information Technology session included an overview of the Radiant Systems Management Console, which allows operators to view financial and operational information on a real time basis, giving them the ability to make timely decisions. 

With 126 operating locations, including 65 company Suburban Lodge hotels, and a 98% guest satisfaction rating, Suburban Lodge is the value leader in extended stay lodging. The Suburban Lodge concept features low construction and operating costs, 6-10 employees per hotel, an average guest stay of 3-4 weeks and a 16-point occupancy premium over the hotel industry on average.