Extended-stay hotel company Value Place will rename itself
Woodspring Suites in an effort to improve its appeal to a new clientele, Value
Place CEO Bruce Haase announced Thursday.
"We know that rebranding our properties Woodspring
Suites can bring in new types of customer segments that we haven't necessarily
had access to in the past," Haase said during a press call.
He said the company during the next nine months would rebrand
all of the almost 200 Value Place locations across 31 states.
Executive vice president of franchise developmentRonald Burgett said the company
communicated with more than 10,000 extended-stay customers through focus groups
and surveys to understand how Value Place could improve.
"There are a lot of customers out there that are very
happy with the product, very happy with the operating model but were reluctant
to stay with us because of what our brand name communicated to them,"
Burgett said.
The company also announced the launch of Woodspring Suites Signature, an upscale brand with fitness centers, larger lobbies and weekly maid service.