Development Brochure - Choice Hotels Franchise

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Develop your business
with a global leader
ChoiceHotelsFranchise.com
An effective, trusted relationship to help build your business
As one of Europe’s largest franchisors, Choice Hotels Europe™ enjoys an excellent reputation with
travellers worldwide. Combining a proud heritage with effective distribution systems and hands-on
support, as well as sophisticated marketing, revenue management and sales, we can help enhance the
performance of your hotel.
An experienced hotel franchisor
Choice Hotels Europe is part of Choice Hotels
International® and offers four distinct brands to
fit every market and property: Clarion®, Clarion
Collection®, Quality™ and Comfort™. Hotel owners
with multiple properties can diversify their portfolios
– capitalising on our different brands to balance and
optimise their offering.
A 70 year history of franchising success
We have a long history as a pioneer in hotel
franchising. Here are some key milestones.
A powerful business model
With over 6,300 hotels in more than 30 countries and
territories*, we help our franchisees develop their
businesses by attracting guests to the Choice Hotels
brands. We offer greater flexibility, which allows our
franchisees to retain the individuality of each hotel,
we offer some of the most competitive fees in the
market. And we deliver great cost-saving solutions
like a web-based property management system**, and
connections to the most significant travel agents and
third party websites. Our scale provides us with the
power of group purchasing and the ability to negotiate
better pricing and terms with suppliers, vendors and
partners. In a dynamic and fast-paced industry, we are
global leaders, constantly introducing innovations that
are welcomed by travellers and franchisees alike.
1954: First in the US to offer 24 hour desk service and
telephones in rooms
1939:Founded as an association of independent hotel
owners in Florida, which went on to become the
US’s first hotel chain, Quality Courts United
1941:First in the US to provide travel directories
A commitment to European Growth
Choice Hotels has identified Europe as a key area
for strategic growth, and is dedicating resources to
ensure long-term success in the region. We are making
significant investments to regional infrastructure
and support teams to ensure that our brands deliver
increasingly powerful results to a rapidly growing
network of European hoteliers, operators, and
investors.
1963:First to guarantee reservations in the US
1974: Opened our first European hotel, the
Quality Motel in Ratingen, West Germany
1981:First in the US to segment hotels in different
markets
1984:First in the US to offer no-smoking rooms in
every hotel
1986:On May 4, 1986 the first Comfort in Italy,
Comfort Hotel Bolivar in Rome, opens its doors
and is still operating there today
1995:First to launch a hotel booking website,
providing real-time access to our reservation
system via the web in the US
1996:First commission system in the US that
expedited travel agent payments
2008:Expanded Choice Privileges® into Europe, a
global and award-winning loyalty programme,
which now has more than 19 million members
2009:First hotel company to launch a global
iPhone booking app
“I have had a hotel franchise relationship with Choice since 1986.
Our hotel benefits daily from the individual support the Choice team
­provides in sales and marketing.”
Amedeo Ludovici, owner, Comfort Hotel Bolivar, Rome, Italy
Clarion Collection Hotel Lavaux, Lausanne-Cully, Switzerland
* Source: Internal data as of September 2013.
** choiceADVANTAGE® is currently available in the United States, Australia, Canada, France, Mexico, New Zealand, and the United Kingdom, and will be rolled out in
Germany during 2014.
Strong brands to increase your hotel’s potential
Small or large, modest or luxurious, we have the right brand to help you maximise your business. Franchisees
who join the Choice Hotels family have access to exclusive systems, marketing, support and the experience
of our 70 year heritage. We can help you grow your business in the most cost-effective way possible.
Clarion
First Class, Full Service
Clarion® branded hotels, suites and resorts are ideal
for those looking for first class accommodations where
attention to detail is paramount. Clarion properties
are a stylish collection of generally 4–4+ star hotels,
offering exceptional service and facilities for business
and leisure travellers.* Experience the difference
that keeps guests returning worldwide with over 300
locations in 15 countries.**
Clarion Collection
First Class, Full Service,
Unique Style
These one-of-a-kind hotels provide a guest experience
unique to that hotel and are extraordinary by any
standard. Clarion Collection® has been established as
a brand extension of the Clarion brand, and the hotels
are boutique, unique, or historic, and are all design-led.
The Collection features hotels that have an established
local character, and each of these hotels offers travellers
individual service and affordable luxury.
Quality
The Name You Can Trust
QualityTM branded inns, hotels, suites and resorts have
been trusted around the world for 70 years, offering a
memorable experience through full-service, superior
facilities. You can rely on Quality for restaurants and
bars, professional business services and recreational
facilities. Quality properties are generally 3–4 star hotels
that offer exceptional value for the discerning business
and leisure traveller and are ideally located in capital
cities, major regional centres and resort locations.*
Comfort
Everywhere You Need Us
The ComfortTM brand is the name people think of
for value and reliability when travelling. There are
over 2,600 Comfort inns, hotels, suites and resorts
worldwide, with a large network of hotels in Europe.**
Comfort branded properties are generally 2–3+ star
hotels that provide competitive rates.* At a Comfort
property, guests can be assured of a warm welcome
and personal hospitality.
“Choice Hotels respects our
independence and identity, whilst
helping us to attract international
guests. They provide us with access to
state-of-the-art tools and technology,
such a s the choiceADVANTAGE
PMS which gives us flexibility and
unrivalled responsiveness in the hotel
world.”
Laurent Dupont, GM,
Comfort Hotel de l’Europe Saint-Nazaire,
Saint-Nazaire, France
* Star ratings by brand, brand extensions and brand standards vary
by market.
Clarion Collection Croydon Park Hotel, Greater London, UK
** Source: Internal data as of September 2013.
The tools you need to drive more bookings
From our Central Reservation System (CRS) to our powerful marketing, global sales force and award-winning
loyalty programme, we can provide all the support you need to maximise the performance of your business.
Central Reservation System (CRS)
The Choice Hotels CRS is designed to make it easy
for any individual, group or business to find and book
our hotels. Rates, availability and hotel features are
automatically updated to all distribution systems on a
real-time basis ensuring all channels offer consistent
information.
Websites
ChoiceHotels.com, ChoiceHotels.eu, and all European
regional websites are multilingual to cater to multinational guests and enable guests to make bookings
in minutes. They provide searchable information about
franchisees’ hotels, local attractions, addresses,
amenities, photos, route-planning and much more.
Guests can book with confidence on our sites as
they are guaranteed the best available rates. And any
bookings made to franchised hotels via our websites
have zero reservation fees, increasing the profitability
of each booking. All Choice Hotels properties benefit
from our tailored search engine optimisation (SEO) and
search engine marketing (SEM) strategy, which uses
key words to help potential guests find and book your
hotel when searching for accommodations online.
Property Level Websites with direct bookings to
Choice CRS
Choice Hotels has teamed with a leading vendor
of hotel websites who offers a cloud based Digital
Marketing System (DMS) for hotels and lodging
properties, to help grow bookings through an easy-tomanage, mobile-ready digital marketing system that
meets the hotel’s needs.
European contact centre
Handling calls in six languages, and open six days
a week, our centre is staffed by trained agents who
deliver some of the highest conversion rates in the
industry, and a potentially higher average daily rate
(ADR) on your bookings.
Internet distributors
We have signed preferred partnerships and work closely
with leading Online Travel Distributors such as Expedia,
Booking.com, Travelocity (Lastminute.com) as well as
major Wholesalers such as Hotelbeds, Tourico and
many more in order to provide you with the necessary
exposure to global customers as well as the opportunity
to optimise your revenue potential via priority positioning.
Global Distribution System (GDS)
We offer superior connectivity with traditional
distribution channels, including the major GDS
systems: Amadeus, Sabre, Worldspan, and Galileo.
Global sales force
The Global Sales force consists of experienced Sales
teams located in key locations worldwide. Our use
of a world-leading CRM platform sees all teams
working together to deliver business to Choice Hotels
properties from all market segments. With coverage
globally and throughout Europe, our teams build
relationships with regional, national and global
travel management companies and corporate travel
managers to raise awareness of the Choice Hotels
brands and keep hotels at the forefront of agents’
minds.
Choice Hotels Europe drives business by targeting
all major sales segments including TMCs/Consortia,
Corporate Business, MICE, Groups and Tours, Leisure
Bookers and Online Travel Agencies via account
management, sales visits, attendance at trade shows
and ongoing communications. Our Global Sales Force
is commercialising all Choice properties worldwide on
many outgoing markets.
Powerful marketing
Our marketing team develops cutting-edge
strategies to promote awareness of all
Choice Hotels brands in Europe and to drive
bookings to all our properties. We have the
marketing expertise to drive brand awareness
and make our properties stand out in a highly
competitive marketplace.
Our activities include: European consumer and
trade advertising in publications and online,
seasonal marketing campaigns, global promotions, SEO, SEM and numerous Social Media
activities, as well as active public relations efforts.
We also have a suite of marketing tools to assist
our franchisees with local marketing activities,
helping you save time and agency fees. These
include an online Marketing Lounge that offers
print-ready templates that hotels can customise
like stationery, ads, brochures and more.
Love TraveL
earN DoubLe
PoiNTs
This summer
Earn double
Choice Privileges®
points with every
qualifying trip.*
• Earn double Choice Privileges
points for every qualifying trip
with arrival between
23 May and 21 August 2013.
• Book now at ChoiceHotels.eu
or 00 800 800 44 800.
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*Terms & Conditions: Promotion is open to members of the Choice Privileges Reward Programme only. If you
would like to participate, enroll at a participating Choice Hotels property, or through www.choiceprivileges.eu.
Valid Choice Privileges member number must be provided upon check-in for stay to be eligible. Reservations
must be made at qualifying rates (see www.choiceprivileges.eu) to earn double Choice Privileges points,
starting with the first stay, with arrival between 23 May and 21 August 2013 at any Comfort Inn®,
Comfort SuitesTM, QualityTM, Sleep Inn®, Clarion®, Cambria Suites®, Ascend Hotel CollectionTM, MainStay SuitesTM,
Suburban Extended StayTM, Econo Lodge® and Rodeway Inn® hotel in the Choice Privileges programme. You
must maintain an address in Europe to be eligible for this promotion. Allow up to 20 days from check-out for
points to post to your account. For Choice Privileges programme details, eligible rates, eligible countries
and point redemption rules, visit choiceprivileges.eu.
© 2013 Choice Hotels International, Inc. All rights reserved. 13-399/05/13
We also offer choiceROCS – an online RFP
management system – which streamlines the RFP
season for your staff.
Global loyalty programme
Choice Privileges is our loyalty programme designed
to generate repeat business and recognise our
best guests. It is one of the fastest growing loyalty
programmes in the industry, with more than 19
million members, and offers compelling promotions
to generate incremental business from our best
customers.
“Choice’s ability to drive bookings via
its global CRS is key to the success of
my business and something I cannot
replicate on my own.”
Alykhan Kassam, CEO, Crimson Hotels,
Greater London, UK
Comfort Inn St Pancras – Kings Cross, London, UK
A comprehensive set of resources to maximize
your bottom line
Comprehensive operational support
We offer a comprehensive suite of services to help you run your business more efficiently. Our success is
based entirely on yours, so we do our utmost to help you manage the best hotel possible.
Revenue management
Our franchise services teams will work closely to help
you:
Property management options
• Maximize potential revenue
• Manage and reduce costs
• Source new business
• Improve guest satisfaction
• Increase loyalty
• Achieve more with fewer resources
choiceADVANTAGE®
Combining 70 years of our experience with state-ofthe-art technology, choiceADVANTAGE is one of the
most widely used web-based property management
systems (PMS) in the world, with 5,000 Choice Hotels
properties currently using the system to enhance
their revenues and streamline operations. Automating
routine tasks such as reservation management, guest
accounting, accounts receivable, night audits, group
booking and reports, it provides you with the resources
you need to run an efficient hotel.
By maximising your inventory exposure and offering
full synchronisation of your rates and inventory with
the Choice Hotels system and online travel agency
(OTA) direct connects, it can help you increase the
reservation contribution from Choice Hotels, as well
as helping your team to sell rooms at higher rates and
forecast future business. By automating routine tasks
it makes your front desk more efficient, freeing them
up to enhance guest service and experience. And, as
a web-based system, you and your team can manage
your business remotely. This allows you to review
revenues, reservations and inventories anywhere there
is an internet connection.
choiceADVANTAGE is currently available in the United
States, Canada, United Kingdom, France, Mexico,
Australia, New Zealand and will be rolled out in
Germany during 2014.
Interface with key off-the-shelf systems
Choice Hotels offers interfaces to key off-the-shelf
PMS systems that are ideally suited to larger
conference hotels that require a more complex
management system.
“I am highly involved in the daily operations of my privately run hotel, which
doesn’t leave me much time to focus on sales. Instead, since 1999, I have
entrusted all national sales activities to the capable hands of my colleagues
at Choice Hotels, and I have been very happy with the results.”
Katja Braun, owner, Quality Hotel Schwanen Stuttgart/Airport Messe, Stuttgart, Germany
All of our hotels have differing service requirements, so
our teams tailor their support to meet your individual
needs.
Quality assurance
To effectively maintain the standards that our guests
expect, Choice Hotels Europe is committed to ongoing
evaluations of all properties. We pride ourselves on
ensuring the requisite levels of brand standards,
hygiene and quality of the furniture and fittings are not
just being met, but exceeded.
Training
A knowledgeable, engaged team is critical for any
business, but especially important in hospitality given
the high level of customer interaction and market
competition. We offer training to you and your teams
on a wide variety of topics, all presented in local
languages. Topics covered include rate and yield
management, customer service, sales and marketing
strategies and programmes and more.
Our extensive online training system – Choice
University™ – enables hotels to easily access online
modules day or night. We make it simple for you to
provide ongoing professional development for your
teams.
Preferred purchasing partners
We negotiate with a wide range of suppliers so you
can benefit from competitive pricing on pre-qualified
premium products and services. These include
branded amenities and in-room items, marketing
collateral and stationery, telecommunications and
exterior signage.
Commitment to satisfaction programme
Choice Hotels Europe offers top quality service and
satisfaction to keep guests coming back. If a guest
is not satisfied, we invite them to inform the front
desk staff immediately so that it can be put right.
Satisfaction couldn’t be simpler.
Customer relations
Our customer relations team assists franchisees
and their guests with questions relating to guest
satisfaction and helps franchisees ensure the integrity
of our Commitment to Satisfaction Programme.
A customer relations team, assists with the resolution
of any problems.
All Franchisees have access to Choice’s customer
feedback platform – GIS (Guest Information Survey).
The GIS tool provides aggregated comments and
scores from survey results, social media web sites,
and review sites such as TripAdvisor. The surveys
are an excellent tool for capturing guests’ feedback
and determining if they will recommend that hotel to
others. Results can also be used to highlight problems
or issues in the hotel’s service or maintenance
programmes.
Call Forwarding Programme
Making Every Call Count. The Choice Hotels Call
Forwarding service enables your front desk staff
to focus on the guest in front of them, while our
reservation agents work to convert phone enquiries into
bookings for your hotel. Our agents are expertly trained
so they are often able to achieve a higher average daily
rate (ADR) than hotel staff.
Hotels that elect this service can decide when to have
their reservation calls transferred to our European
Contact Centre, which are then answered using the
hotel’s name as if the caller has reached the hotel
itself. We anticipate that this programme will help
hotels increase bookings and guest satisfaction.
Keeping you informed
Franchised hotel owners and staff receive regular
updates on important Choice Hotels news and
programmes. These include weekly or monthly
e-newsletters and one-off communications for
breaking news. The Choice Hotels intranet sites and
regular meetings keep our franchisees informed of
the latest information and resources, and our annual
conventions provide a great opportunity to share
experiences and ideas with other franchisees from
across Europe.
Join forces with Choice Hotels
Together we can work towards getting the most for
your business
Whether your hotel is big or small, economy or luxury,
Choice Hotels Europe will help develop your business.
Experience & Competitive Advantage
As one of the largest franchised hotel chains in the world
we have extensive experience to share. So whichever
Choice Hotels brand is right for your business, our
commitment to quality assurance, providing tools and
support can help you differentiate your hotel against the
competition – even in a saturated market.
Global Support, Local Know-how
Benefit from global support programmes including a
worldwide salesforce and international marketing experts,
tailored to your hotel’s needs by local teams. Access all this
support while retaining control of your business.
Proven Sales Channels
Our proven reservation channels will help you attract new
customers and increase your property’s performance within
these channels while Choice Privileges will help you to
reward and retain your local customers.
Joignez vos forces à Choice Hotels
Ensemble nous pouvons parvenir à tirer le meilleur parti
de votre entreprise
Pour développer votre établissement – petit ou grand,
économique ou luxueux -, reposez-vous sur Choice Hotels
Europe.
Expérience et avantage concurrentiel
Étant l’un des franchiseurs hôteliers les plus importantes
au monde, nous possédons une vaste expérience à
partager. Ainsi, quelle que soit l’enseigne Choice Hotels
qui corresponde à votre entreprise, notre engagement en
termes d’assurance qualité, d’outils à votre disposition et
d’assistance peuvent aider votre hôtel à se distinguer face à
la concurrence, même au sein d’un marché saturé.
Soutien mondial, savoir-faire local
Bénéficiez des programmes de support mondiaux
comprenant une force de vente présente dans le monde
entier et une équipe marketing internationale, adaptés aux
besoins de votre hôtel grâce aux équipes locales. Accédez à
l’intégralité de cette assistance, tout en gardant le contrôle de
votre entreprise.
Réseaux de vente expérimentés
Nos canaux de réservations éprouvés vous aideront à
attirer de nouveaux clients et à améliorer la performance de
votre établissement dans le cadre de ces réseaux, tandis
que le programme Choice Privileges vous permettra de
récompenser et fidéliser vos clients.
Bündeln Sie Ihre Kräfte mit Choice Hotels
Zusammen können wir das Potenzial Ihres Unternehmens
voll ausschöpfen
Egal, ob Ihr Hotel groß oder klein, einfach oder von
gehobenem Niveau ist – Choice Hotels Europe hilft Ihnen
bei der Erhöhung der Auslastung Ihres Betriebes.
Erfahrung & Innovation
Als eine der größten Franchise-Hotelgesellschaften der
Welt verfügen wir über einen breiten Erfahrungsschatz, den
wir gerne mit Ihnen teilen. Diese Erfahrungen, sowie unsere
Marken, unsere Qualitätsstandards und umfangreichen
Beratungsleistungen helfen Ihnen, sich auch in einem
gesättigten Markt von Ihren Mitbewerbern abzuheben.
Globale Unterstützung, lokales Know-how
Profitieren Sie von unserem internationalen Netzwerk. Die
Aktivitäten unserer globalen Sales und Marketing Teams
werden von regionalen Büros auf die individuellen Bedürfnisse
unserer Hotels zugeschnitten. Sichern Sie sich den Zugang
zu dieser Unterstützung und behalten Sie gleichzeitig Ihre
unternehmerische Eigenständigkeit.
Erschließung neuer Distributionskanäle
Eine Zusammenarbeit mit Choice Hotels verbessert die
Sichtbarkeit Ihres Hotels in allen Vertriebswegen und erschließt
neue Vermarktungskanäle und Kundenkreise. Darüber hinaus
ermöglicht unser Prämienprogramm Choice Privileges die
Belohnung Ihrer treuen Gäste sowie den Zugang zu einem
großen Netzwerk potentieller Neukunden.
L’unione fa la forza con Choice Hotels
Lavorando insieme possiamo ottenere il massimo per il
vostro business
Che il vostro hotel sia piccolo o grande, economico o di lusso,
abbiamo il marchio giusto per aiutarvi a massimizzare il
vostro business.
Esperienza e vantaggio competitivo
Come catena alberghiera in franchising tra le più grandi
al mondo, abbiamo un’ampia esperienza da condividere.
Indipendentemente da quale marchio di Choice Hotels sia
più adatto al vostro business, il nostro impegno a garanzia
della qualità, gli strumenti e il supporto forniti contribuiranno a
differenziare il vostro albergo rispetto alla concorrenza - anche
in un mercato saturo come quello attuale.
Clarion Hotel Château Belmont Tours,
Tours, France
Supporto globale, know-how locale
I nostri affiliati beneficiano di un supporto globale, che
include anche un team di marketing ed una forza vendite
internazionali, e vengono assistiti attraverso uffici locali in
modo personalizzato secondo le specifiche esigenze del
mercato. Usufruiscono quindi del sostegno di tutte queste
risorse, mantenendo nello stesso tempo il controllo totale
sulla propria attività.
Canali di vendita consolidati
I nostri canali di prenotazione sono provati e vi aiuteranno ad
attirare nuovi clienti e a incrementare le performance della
struttura. Inoltre il programma reward Choice Privileges vi
permetterà anche di premiare e mantenere la vostra clientela
locale.
Choice Hotels Europe Offices
Western Europe
Lieu-dit Les Champcueils – BP 66
91 223 Brétigny-sur-Orge Cedex
FRANCE
+33 (0)1 69 80 19 19
Central Europe
Martin-Kollar-Strasse 9
81829 Munich
GERMANY
+49 (0)89 42 00 15 0
United Kingdom
67-74 Saffron Hill
London EC1N 8QX
UNITED KINGDOM
+44 (0)207 061 9600
Italy
Via Salandra 18
00187 Rome
ITALY
+39 06 85 203 244
E U R O P E
ChoiceHotelsFranchise.com
© 2014 Choice Hotels International, Inc. All rights reserved.