"Baymont Inns & Suites is always concerned with finding new ways to increase customer satisfaction for our product and to give our franchisees an added advantage in a competitive market," said Dan Daniele, president of Baymont Franchises International. "Our new Ovations Room concept has won early approval from guests and franchisees and we are pleased with the response."

The program requires that a significant number of guestrooms at each of the chain's 190-plus properties be designated as Ovations Rooms. The rooms feature plush pillow top mattresses, Down Lite pillows, fluffy towels, branded bath products and free in-room bottled water. The rooms also have an enhanced workstation with an executive -sized desk, a comfortable ergonomic chair and a task lamp with a data port.

"Being able to offer guests real value in addition to a perception of value is an important part of competing in the middle market," Daniele said. "Early returns indicate that our regular guests appreciate that Baymont does not take their business for granted and shows that by coming up with innovations such as the Ovations Rooms. It also shows that our new guests are really pleased that they have discovered Baymont once they have stayed in an Ovations' Room."

Franchisees have reported that pleased guests don't even have to be told they are going to be staying in the upgraded rooms for them to mention that their expectations were exceeded when staying in an Ovations Room.

"We had a female guest who had no knowledge that she was staying in an Ovations Room who sought me out when she was leaving to tell me what a great night's sleep she had," said Jane Dougherty, an owner operator of a 64-room Baymont in Litchfield, Ill. "We are pleased that Baymont continues to give its franchisees a competitive edge and we are pleased that our guests take notice of the extra effort."

Dougherty said the Ovations Rooms are particularly well received by business travelers who stay at the property.

"They like the work station and say it is much better than what they are accustomed to when traveling," Dougherty said. "They also mention their appreciation at having the bottled water available."

Of all the improvements that are part of the Ovations Room, the pillow-top mattresses come in for the most praise. Gordon Elliott, the owner of a 107-room Baymont in Springfield, Ill., and a 105-room Baymont in Joplin, Mo., said Baymont's leadership is always �way out in front of the competition� when it comes to innovative ideas.

"We are finding that travelers have seen the television commercials and already are asking for the Ovations Rooms," Elliott said. "They are particularly interested in an upgraded business room that has what they consider very important features."

Elliott also said that guests are commenting on what a great night's sleep they had on the pillow-top mattresses.

"They really make a difference, and as anyone in this industry knows a well-rested guest is more likely to return to a particular brand than one who has had difficulty sleeping," Elliott said. "The mattresses are fantastic."

Elliott said that praise from customers is nothing new at his Baymont properties, and he attributes that to a corporate attitude that says: �Baymont is always available to work with its franchisees to help them succeed with their properties and to improve the guest experience.�

"Our customers are very pleased and that makes us very pleased," Elliott said. "The fact that Baymont owns properties of its own makes a big difference in the franchisor/franchisee relationship. Baymont's leadership really cares.�

Daniele said Baymont continues to seek ways to make business more lucrative for properties, make guests welcome and likely to return and do what it can to stimulate travel to boost the overall industry.

"We understand the markets in which we operate, we understand the perspectives of owners and operators and we understand our guests," Daniele said. "It is up to us to use that knowledge to constantly improve."

Franchisees have come to expect no less from Baymont.

�Baymont is not standing still, even when things are tough and other franchisors are content to just sign up properties and collect fees," Dougherty said. "Baymont is always trying to stay ahead of the competition."

Headquartered in Milwaukee, Wis., Baymont Inns & Suites, a mid-priced lodging chain that operates or franchises 190 locations in 31 states nationwide, is a wholly owned subsidiary of The Marcus Corporation (NYSE: MCS).