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PCR Partner Event January 25, 2006

PCR Partner Event January 25, 2006. Our Brand Story. The Candlewood Suites Brand provides a cost-efficient alternative for people traveling for longer periods of time. It’s designed to meet the unique needs of extended stay guests and help them feel at home when they have to be away from home.

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PCR Partner Event January 25, 2006

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  1. PCR Partner Event January 25, 2006

  2. Our Brand Story The Candlewood Suites Brand provides a cost-efficient alternative for people traveling for longer periods of time. It’s designed to meet the unique needs of extended stay guests and help them feel at home when they have to be away from home.

  3. Our Guests - Demographics • Predominantly Male (80%) • 35-49 years of age • Married (76%) • Broad income range – average $90,000 HHI

  4. Our Guests – Travel Profile • 80% business/relocation travel 20% leisure travel • Stay occasions include primarily: • Government/Military obligations • Training assignments • Consulting projects • Catastrophes (insurance adjusters) • Relocation • Average Length of Stay: 14 nights

  5. Our Guests - ?? But who are these people, really? And why do they choose to stay at Candlewood Suites? We did some digging to find out. And here’s what we learned…

  6. Who Are They? • Relaxed • Casual • Independent • Self-sufficient • Happy with their lives • Enjoy their careers but are not overly ambitious • Sociable and pleasant but not overly outgoing • Enjoy Classic Rock and Country music • Prefer comfortable, conservatives clothing

  7. What Do They Like To Do? Watch Sports on TV

  8. What Do They Like To Do? Surf the Internet

  9. What Do They Like To Do? Socialize With Friends

  10. What Do They Like To Do? Spend Time at Home With Family

  11. What Do They Like To Do? Go on Family Vacations

  12. Why do they like Candlewood?

  13. Why do they like Candlewood? Home-Like Suites They can cook a meal or heat up a snack in the full kitchen They can sit back and watch the game on the 32” TV or check out a video to watch on the DVD player

  14. Why do they like Candlewood? A Place to Work (or Play) They can work at the spacious desk Or they can kick back and surf the net with Free HSIA

  15. Why do they like Candlewood? The Extras They Need 24/7 They can shop in the onsite convenience store They can wash their clothes in the Free Guest Laundry They can work out in the Candlewood Gym

  16. Why do they like Candlewood? • Approachable, friendly staff that makes them feel like part of the family • People remember their names • Relaxed, unpretentious atmosphere Our personality matches theirs.

  17. Our Personality • Warm • Relaxed • Comfortable Like your very favorite pair of everyday blue jeans. • Friendly • Unpretentious • Approachable

  18. Why do they like Candlewood? • We used what we learned about our guests to help us develop • A new Brand Positioning • A new Tagline

  19. Our Brand Positioning Candlewood Suites is the informal, relaxed, and homelike hotel choice that enables extended stay guests to live, work, and relax according to their own schedule.

  20. Our Tagline

  21. 2006 Initiatives

  22. 2006 Initiatives • New Development • Opening 26 hotels in 2006, including our first in Canada

  23. 2006 Initiatives • New Development • Opening 26 hotels in 2006, including our first in Canada • New Room Decor • 49% or 6000+ rooms slated for renovation in 2006

  24. Implementing new room décor into hotels.

  25. Why do they like Candlewood?

  26. 2006 Initiatives • New Development • Opening 26 hotels in 2006, including our first in Canada • New Room Decor • 49% or 6000+ rooms slated for renovation in 2006 • New Bedding Program

  27. 2006 Initiatives • New Development • Opening 26 hotels in 2006, including our first in Canada • New Room Decor • 49% or 6000+ rooms slated for renovation in 2006 • New Bedding Program • 10 Year Anniversary – May 1, 2006!!

  28. Thank you!

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