Choice Hotels International, Inc., a leading hotel franchisor, has significantly improved the performance of Country Inn & Suites by Radisson over the past two years since its integration with Radisson Hotels Americas.
Owners have also benefitted from Choice’s popular direct channels and the Choice Hotels mobile app, which have achieved a year-over-year increase in booking conversion rates following a relaunch of the website and the app customer experience.
“Country Inn & Suites by Radisson has performed well above the goals we set out for the brand when it joined the Choice family of brands two years ago,” said Judd Wadholm, Senior Vice President and General Manager of Choice Hotels’ upper midscale, midscale and economy brands. “We are committed to a long-term strategy to give this brand an even stronger edge in the competitive upper midscale segment and to unlock additional channels for our owners to help grow their revenue.”
As the Upper Midscale category leader, Choice Hotels has sharpened Country Inn & Suites’ brand promise, deepening guest satisfaction to drive increased stays. The company introduced a refreshed guestroom design in 2023, featuring sophisticated finishes, subtle colour accents, and functional furnishings. In response to this design, 84% of guests reported they would likely stay at a Country Inn & Suites hotel.
“We’ve been thrilled to see guests respond so enthusiastically to the initial design refresh, which marked just the first step in reimagining the brand for today’s travellers. Looking ahead, we’re focused on innovating in key areas where we see the greatest opportunities to delight guests and help drive greater returns for owners,” said Deborah Gürün, Director of Brand Management and Strategy for Country Inn & Suites by Radisson.
With an industry-leading franchisee retention rate, Choice Hotels continuously invests in its world-class suite of technological solutions, simplifying owners’ hotel operations and maximising opportunities to grow their hotels’ business. Last year, the company launched ChoiceConnect, a mobile-friendly owner’s portal that allows franchisees to manage their properties remotely and seamlessly access their operational metrics in one place.
Several owners have experienced the benefits of these investments.
Chandresh Patel, owner of the Country Inn & Suites by Radisson in Gurnee, Illinois credits Choice’s support systems, particularly the Choice Hotels Revenue Optimisation Consulting Services (ChoiceROCS), as a key factor for increasing his hotel’s revenue, helping drive his decision to invest in buying a second Country Inn & Suites in Wisconsin.
“The results we’ve achieved with ChoiceROCS have exceeded expectations,” said Patel. “This system did an excellent job in dynamically adjusting our pricing and promotions throughout the year so that we weren’t leaving any revenue opportunities on the table, even during the slower seasons.”
Choice found that in 2024, upper midscale hotels that engaged with ChoiceROCS sustained an average 2% more in RevPAR Index year-over-year compared to hotels not on the programme. Here are a few key pointers:
Key Achievements:
– 19-point increase in RevPAR Index.
– 20% rise in direct online contribution.
– Revenue growth from group and business travellers year-over-year.
Digital Success:
– Increased digital traffic and higher booking conversion rates for Radisson Americas brands.
– 38 new Country Inns & Suites added to the pipeline in the last two years.
Owner Benefits:
– The success of ChoiceHotels.com and the Choice Hotels mobile app has led to increased booking conversion rates.
– Introduction of the ChoiceConnect owner’s portal for seamless remote property management.
Brand Enhancements:
– A refreshed guestroom design in 2023, featuring sophisticated finishes, subtle colour accents, and functional furnishings.
– 84% of guests reported they would likely stay at a Country Inn & Suites hotel.
Owner Testimonials:
– Chandresh Patel, Gurnee, Illinois: Praises ChoiceROCS for dynamically adjusting pricing and promotions, leading to a revenue increase and purchasing a second Country Inn & Suites.
– Kyle Davis, Texarkana, Texas: Credits ChoiceMAX for adapting hotel rates to market changes and growing revenue, keeping the hotel competitively priced.
Future Focus:
– Innovating in key areas to delight guests and drive greater returns for owners.
– Partnering with digital platform Bridge to provide affordable financing solutions for new and existing Choice hotel owners.
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