New features and services introduced at midprice hotels this year suggest that the amenity gap that once existed between full and limited service chains has narrowed significantly.
When such midprice brands as Courtyard by Marriott and Hampton first debuted 20 years ago, cleanliness and safety were high on the list of criteria sought by travelers. Clean rooms and safe corridors still are important, but chains at this price point in 2004 have launched a series of upgrades designed to make travelers more comfortable and productive.
Among these upgrades, chains now offer their own signature beds, provide various food-on-demand options to complement travelers' hectic schedules and even include low-carb choices on breakfast menus to satisfy the latest diet trend. Midprice chains also have taken the lead within the lodging industry in providing what travelers cite as the one feature they must have, high-speed Internet access. Such access now is widely available across the midprice sector, with fees built into the room rate
(BTN, March 29).In narrowing the gap with the full service chains, midscale operators said they gain a hidden advantage. Not only do travelers respond favorably, but travel buyers also are more inclined to include the chains in their hotel programs if they feel the service levels measure up to travelers' expectations. In terms of the price-value equation, midprice chains believe they already make a strong argument in terms of pricing, so any way they further can improve value is an added benefit.
"We've always been focused on trying to understand and anticipate the expectations of our customers," said Phil Cordell, senior vice president of brand management at Hampton, which is part of Hilton Hotels Corp. "If you look back at the past 10 years, we've taken a series of baby steps—starting with things like irons and ironing boards and coffee and coffeemakers in the room, to the point where they are brand standards across the midscale category. Each item may seem simple enough, but collectively they raised the bar and moved the sector much closer to full service."
Guest Sophistication DrivesHotel Modifications
At the same time, guests have become more sophisticated in their tastes. "Moving into 2004, Hampton and other midscale chains have continued to look for ways to stand out as a means of competing with the full service chains as well as each other," Cordell said.
Four Points by Sheraton in January became the first midprice brand to roll out a signature bed. Previously, such upgraded bed products had been restricted primarily to upper upscale and deluxe hotel brands, most notably the Heavenly Bed promoted by Westin Hotels & Resorts, which, like Four Points, is part of Starwood Hotels & Resorts Worldwide.
"It's a return to the basics, an acknowledgement that a good night sleep is essential to the hotel experience," said Hoyt Harper, Four Points senior vice president of brand management. "That's as true at the midscale level as it is at the deluxe." A plush-top mattress, 200-thread count sheets, duvet and four pillows are included with the new Four Comfort bed. Courtyard recently upgraded its bed as well, though it stopped short of branding the new model.
The Four Points in Bethesda, Md., was one of the first properties in the chain to receive the improved mattresses and box springs. The bedding will follow next month. "Guest response has been more positive than we expected," said general manager Phillip Pool. "In fact, we're already seeing a jump in guest satisfaction scores that only can be attributable to the bed. People's perception is that the whole room has been redone. That's how strong a focal point the bed is."
Additionally, while full service brands traditionally have provided room service as a way of ensuring guests could order food and beverage at off hours, it is costly to manage and not always time efficient. As such, Courtyard in January began rolling out a convenience store concept, called the Market Pantry. Courtyard plans to install the outlet in its more than 550 U.S. hotels by year-end.
"Coming up with a solution of how to provide food 24/7 was one of the things travelers told us they'd like to see us do," said Chad Waetzig, Marriott senior vice president for select service brand management, which includes Courtyard. Market Pantry features fresh salads and sandwiches and high-quality packaged goods. "Since each of our hotels has a full kitchen, we'll be able to prepare the items daily onsite." The concept is an expansion of a more basic grab-and-go outlet pioneered by Candlewood Suites in the 1980s.
"Business travelers classically run behind schedule in the morning, but our pilot tests told us there are many travelers who check in early and haven't had lunch, so they grab an item from the pantry and sit down to eat in the area where we serve breakfast," Waetzig said. "Other travelers arrive late at night, grab a sandwich and head to their rooms."
Upon hearing from many of their business travel guests that they were on the Atkins diet, Hampton and AmeriSuites adjusted their menus accordingly, adding low-carb choices, particularly for breakfast. "We were developing a new hot breakfast buffet anyway, so we made sure Atkins-approved items, like eggs and sausage, were featured prominently," Hampton's Cordell said. "We also added a prominent display sign, so guests know they can stick with their diet while they're with us."
Previously, Hampton provided a cold breakfast that was more heavily weighted toward bread items.
"Nutrition is one of the areas today where travelers are more sophisticated, and they expect we'll find a way to accommodate their preferences," Cordell said. Hampton's breakfast changes are being phased in through the year at the rate of 10 percent of its U.S. inventory—or 120 hotels—per month.
Likewise, AmeriSuites' breakfast buffet recently was upgraded to include such high-protein items as hard-boiled eggs. "With a trend as widespread as Atkins, you want to be sure you're being responsive to guests' needs," said Maureen O'Hanlon, senior vice president of sales and marketing for Prime Hospitality, AmeriSuites parent.
Following their midprice counterparts, upscale chains Hyatt and Sheraton last month announced their own low-carb programs.