Choice Hotels To Conduct Consumer Surveys Via Web

<B>Choice Hotels To Conduct Consumer Surveys Via Web</B>

By Carolyn Green

While most service-oriented companies rely heavily on consumer research to develop new programs and services to attract and retain customers, Choice Hotels Canada Inc. is taking the process to a new high-tech level. Later this month, the company will conduct its first Internet survey of more than 1,000 members of its frequent guest program, Choice Club.

"From a research standpoint, this is just head and shoulders above what we've always had to do in the past," said Craig Farrell, president and CEO of Choice Hotels Canada, the country's largest hotel chain. "You had to get someone on the telephone, and there was never a good time to talk, or you sent them an eight- to 10-page form and hoped that they would mail it back. This is so much cleaner and so much more efficient."

Jim Dominey, director of relationship marketing for the 237-property chain, which includes Clarion, Comfort, Econo Lodge, Quality, Rodeway and Sleep brands, said the company has e-mail addresses for about 3,000 of Choice Club's 110,000 members. Potential respondents will be contacted by e-mail and the message will directly link them to a secure Web page where they can fill out and electronically send back the questionnaire. To motivate respondents to participate, Dominey said the company will hold a drawing and offer a chance to win a road atlas.

Taking the results of the Internet survey, coupled with findings from a telephone survey conducted last month, Dominey said Choice will use the information to refine benefits of its frequent guest program, which unlike many point-based schemes provides members with immediate perks when they stay at a Choice hotel. In addition to a discounted corporate rate, other benefits include: free spousal stay, free local phone calls, free incoming faxes, room upgrades, complimentary newspapers, express checkin and checkout and late checkout privileges.

While neither Dominey nor Farrell could say what changes to Choice Club might be implemented later this year, Farrell said regular consumer research--particularly of business travelers, which account for as much as 70 percent of business depending on the time of year--is essential.

However, Farrell said, "We're less interested in increasing membership than we are in maintaining membership. Most hotel companies think more is better. In our case, we know that we have a very good and loyal customer. One of our objectives is to determine what they want."

With the exception of providing business travelers with online access for laptop computers, both Farrell and Dominey believe that business travelers' demands have not varied significantly in recent years.

According to Dominey, the core needs of business travelers include hassle-free checkin and checkout and recognition as a valued customer.

In addition to helping the company determine current guest needs, Dominey said extensive customer research is necessary to help Choice convince franchisees to implement new programs and services.

"I think one of the reasons we have such a good relationship with our franchisees is when we come out with something, we give them the data to back it up," said Dominey. "If you can make a business case, then it must be a good business decision.