Midprice Chains Upgrading

<B>Midprice Chains Upgrading</B>

By Bruce Serlen

Seeking to fine-tune their guest room product for the increasingly selective business traveler buyer, midprice and economy hotel chains have introduced new room prototypes this year. The main focus is on more space--either in a suite format or an expanded single room--and enhanced business amenities, such as larger desks and two desk chairs.

For travel buyers looking for savings by adding midprice chains to their preferred lists in place of upscale alternatives, the improved room product can make the change more palatable to travelers.

At Hampton Inn & Suites, for example, the new prototype "eliminates the wall separating the bedroom and living areas to create a more spacious studio suite," said Phil Cordell, senior vice president of brand management. The suites variant is an extension of the former Hampton Inn. Guests get the same comfort and amenities of a regular suite, according to Cordell, yet with a more open feel. By expanding the work surface in the rooms and adding the second desk chair, Hampton Inn & Suites makes it more practical for business travelers to schedule appointments in the room.

Fairfield Inn by Marriott is incorporating its expanded room prototype in a new brand variation called Fairfield Inn & Suites.

For business travelers booking a room at a Ramada Inn or Ramada Inn & Suites, meanwhile, the new prototype is visible at checkin. The redesigned front desk features an electronic checkin and checkout kiosk, as well as cordless telephones.

All of the hotel chains are using the prototypes as a cornerstone of aggressive expansion plans, in part as a way of attracting interest of potential franchisees. At Hampton Inn & Suites, for example, plans call for 125 new hotels to open this year, followed by another 125 next year.

"Since we're already strong on the East Coast, growth will focus on the West Coast and Northwest, as well as Canada and Mexico," said Cordell.