HFS Positions Itself For Global Hotel Growth

<H1>HFS Positions Itself For Global Hotel Growth</H1><H3>by Linda Humphrey</H3>Swinging open the global-expansion gates, Hospitality Franchise Systems has set up two new positions to accelerate its aggressive new growth strategy.

Nearing critical mass in North America with about 5,000 hotels-and bringing the Century 21 and ERA (Electronic Realty Assoc.) residential real-estate brands on board-"forced us to put some support mechanism in place to grow and support our growth," said John Russell (pictured), who stepped in as president of the hospitality division.

Eric Pfeffer, who joined Howard Johnson two decades ago as a Miami desk clerk and recently lead the overseas debut of the chain as president and chief operating officer (earning the nickname of "the man who bleads orange"), will head the new HFS global services division.

"The reason why hotels are four- and five stars, in addition to the ego of the owner, is where they're located," Pfeffer said. "We're building in suburban locations, where rooms can be twice the size of a four-star hotel-and the price can be half."

Pfeffer, born in Venezuela and raised in Israel, just last week signed a master license agreement to franchise the Howard Johnson and Days Inn names in Japan, with the first property slated to open in July.

So far, Howard Johnson has opened hotels in Barbados, Colombia, United Arab Emirates and India and has forged deals for others in Bolivia, Chile, Indonesia, Malaysia, Peru and Thailand.

Russell, who was formerly president of the HFS Days Inn brand, will oversee marketing, reservations and operations for the HFS brands, which also include Knights Inn, Park Inn, Ramada, Super 8, Villager Lodge and the newly acquired Travelodge.

In addition, Wingate Inns, the company's upcoming business travel brand, will kick off with two openings in July.

HFS president and chief operating officer John Snodgrass will carry on "with the responsibilities that he's always had, which is to grow HFS," Russell said. "But now he will have a few people to help him.