Upkeep Catapults Clubhouse, Corp. Focus Floats Drury
<B> Upkeep Catapults Clubhouse, Corp. Focus Floats Drury</B>
By Maria P. Vallejo
The new midpriced without food and beverage category expanded opportunities for competitors that were excluded or ranked lower last year to receive top five survey recognition this year. These new winners left some analysts skeptical about some lower ranked chains having better competitive advantages.
Two new chains made their debut in this year's survey, along with a pair of high flying companies that rose from 1997 teen rankings. One sole company survived the category division, but dropped a position, making room for new competitors.
Clubhouse Inns of America took first place and won six categories despite Wyndham's acquisition of the company in August. Wyndham repositioned six Clubhouse Inns last month, leaving the company with 11 properties.
Despite winning six categories, some analysts questioned the chain's high ranking because of low representation and use of converted properties. "Clubhouse does not have a lot of representation," said Robert Mandelbaum, New York-based PKF Consulting's director of research. "It's really a tough one because perception has a lot to do with it."
Still, Clubhouse's techniques for converting rather than constructing new properties appeared profitable. "They've done a pretty good job of selecting sites and redoing properties," said Ted Mandigo, president of Chicago-based T.R. Mandigo & Co.
Upkeep of current properties consistently took place in most locations, although the company did not opt for full renovations last year. Maintainance of the hotels' physical appearances consisted of refurbishing guest rooms, public areas and properties' facades.
Clubhouse won the categories for ease in arranging individual and group travel, frequent traveler programs, timely commission payments and physical appearance. The chain used intensified strategies, including one-to-one interaction with corporate accounts, simplified frequent traveler programs and increased direct corporate communication with the staff.
In 1997, the company established and maintained relations with travel managers and meeting planners through one point of contact--regional director of sales Robin Allen. Company officials also canvassed trade shows and surveyed customers to solidify relationships, helping Clubhouse win the helpful and courteous staff category.
This year, corporate accounts will be routed through Wyndham International's national account department. Although Clubhouse's personalized account service helped it win accolades in BTN's survey, officials believe Wyndham's centralized account division will further strengthen the brand's exposure to the business market.
Analysts found first-time survey chain Drury Inns an unlikely candidate for second place because of stiff competition from Amerisuites and limited geographical coverage. Company officials said an emphasis on repeat corporate accounts may have swayed votes in its direction.
Drury developed a national accounts program in May for high travel volume companies using a centralized travel department or travel agency. Corporations received discounted room rates and rebates for each night booked, based on a minimum of 500 nights per year. The program also provided a single point of contact and bi-annual management reports.
Moving up from 16th place, third-place winner Amerisuites was able to use new properties and the expectation of spacious accommodations to its advantage, according to analysts.
After Prime Hospitality purchased the 15-hotel portfolio brand in 1995, Amerisuites closed 1997 with 65 hotels open. Using a prototype approach in construction, every location was opened with a 10 percent mix of business suite rooms.
Receiving second place in the helpful and courteous staff category, Amerisuites used Prime's training techniques to improve employee relations. The "With Intensive Training: Success" program included a training curriculum for employees to follow based on their positions.
The company also invested money in technological training using three compact disks. One CD was custom-made for Prime, while the remaining two were adjusted for Prime employee use. Prime Hospitality required all properties to receive CD-Rom-capable computers for training. Video conferencing seminars, which also took off last year, are expected to cut travel costs for employees.
Fifth-place winner Country Inns & Suites fell one place from last year, but its aggressive expansion projects kept it in the top five. With 125 properties worldwide, the chain grew about 40 percent last year. It signed master franchise agreements in the Philippines and Poland, while opening hotels in Panama City and Munich. About 54 properties are slated to open in the United States this year.