Promus Eyes Group Buys

Memphis - In time for the 1999 negotiating season, Promus Hotels has launched several initiatives that target transient and group travel buyers and their corporate travelers.

Promus merged with Doubletree Hotels in Dec. 1997, using a best-practices approach to consolidate their national transient and group sales forces, technology, guest programs and growth strategies.

"Our trick in this is to create common access points and values with intermediaries, but keep the brand distinct for end users," said Thomas Storey, executive vice president of marketing. "In the back of the house you'll see a lot come together because of efficiencies, but you'll continue to see the unique personalities of the brands."

Twenty-three national sales vice presidents are cross-selling Promus's various brands--Doubletree Hotels & Guest Suites, Embassy Suites, Homewood Suites, Club Hotels by Doubletree and Hampton Inn & Suites--to its 250 key corporate accounts, including 30 overlapping clients.

The national sales directors are the single point of contact for transient and group travel buyers. They track the sales of both businesses, assuring all room nights are recorded in the corporation's portfolio. That information is a vital leveraging tool during contract negotiations.

Group sales also are targeted through a "two-hour response time" program currently rolling out to all brands. The program, which guarantees meeting planners a response to their inquiries within two hours, completed its beta test in 20 Doubletree hotels last quarter.