THREE MAJOR HOTELS companies took advantage of last week’s AAHOA 2021 convention and trade show at the Kay Bailey Hutchison Convention Center in Dallas to announce new brand prototypes and renovations. They include two new extended stay concepts and investments in existing mid-range brands.
Red Roof Inn showcased its new HomeTowne Studios prototype which the company says features a cost-effective development footprint and a layout that delivers improved operational efficiency. Additionally, G6 Hospitality, parent company of Motel 6 and Studio 6, has introduced its Studio 6 suites to meet what it sees as increased demand from extended stay brands.
Additionally, Wyndham Hotels & Resorts has announced that it will invest more than $ 40 million over the next three years in its Microtel and La Quinta by Wyndham brands. The company’s Microtel Lift Incentive program aims to encourage renovations that will bring existing properties closer to new construction prototypes being followed by brands.
Riding the wave of extended stays
Hotel owners, longtime franchisees and guests have all been involved in the design of Red Roof’s new HomeTowne Studios. It aims to provide an edge in the extended stay segment, which has outperformed other types of hotels even during the pandemic.
“It’s no secret that Red Roof puts customers and franchisees first,” said George Limbert, Interim President of Red Roof. “HomeTowne Studios’ new prototype is a testament to these commitments and the culmination of many hours of listening to the needs of the franchise community and partnering with them to come up with new concepts to create unprecedented value. As we unveil the concept at AAHOACON 2021, we invite the industry to join us in taking a look at the future of hospitality franchising – a new type of budget product for extended stays for one. new era of hospitality.
In addition to aesthetic changes, such as new furnishings and fittings in the rooms, the new design features a more functional layout for public spaces, with on-site offices and laundry rooms close to the rooms that can be secured after hours. opening. The floor plans of the rooms make maximum use of space.
“HTS is already the leading brand in the economy extended stay segment, and the new prototype takes the franchise’s value proposition to a new level,” said Matt Hostetler, Director of Development, Red Roof. “This is part of a long-term strategy to deliver cutting-edge products to our partners and to the industry. We’ve already received unprecedented interest from the development community – and we look forward to sharing news about the brand’s even further accelerated growth in the coming weeks.
G6’s new Studio 6 suites are also designed to meet changing guest needs to increase the company’s share of the extended stay market to a higher economic level.
“The new brand offers a suites-only experience in the economy segment and is ideal accommodation for value-conscious business and leisure travelers looking for stays of three to seven days,” the company said in a statement. communicated. “The introduction of Studio 6 Suites also reinforces the primary focus of G6 Hospitality. We believe that everyone has the right to travel and we aim to provide our customers with an affordable and welcoming place to rest, wherever their journey takes them. “
Spend money to earn money
Other new prototypes led to that of Wyndham Microtel Lift incentive program. The program is based somewhat on the company’s LQUp Retrofit Incentive Program for La Quinta launched in 2020. It will offer voucher funding of up to $ 2,000 per room from Wyndham to supplement l investment by franchisees in hotel renovations that bring the property in line with brand goals. new Moda prototype, which also aims to optimize operational efficiency, generate better yields and adapt the design to better meet market and customer needs.
“We know that home improvement projects play a vital role, as evidenced by the success our owners have had in other branded home improvement programs over the past few years, including the highly successful LQUp and Super 8 Innov8te programs,” said Geoff Ballotti, President and CEO, Wyndham Hotels and Resorts. “This significant investment will help accelerate the adoption of new design standards for Microtel by Wyndham and bring important elements of Microtel’s Moda design to more destinations, reaching more daily travelers.
LQUp covers improvements to the exterior of participating properties, signage, public spaces, bedrooms, fitness center, breakfast offering and more. The changes are expected to follow the pattern set by La Quinta’s Del Sol prototype, the 120e whose opened in May in Selma, NC, and is owned by Jay Sai Corp. Over 80 properties have participated in the LQUp and, on average, have seen their RevPAR increase, while over 100 hotels are currently undergoing renovations as part of the program to upgrade to the La Quinta and Microtel prototypes.
“We have a lot of franchise owners coming up and we are investing alongside them to prepare these properties for future activities,” said Krishna Paliwal, president of Wyndham of La Quinta and responsible for architecture, design and construction. . “We want to make sure that all of our existing hotels are supported to bring the experience closer to the new prototype. “