As a business entrepreneur my investments have focused into the hotel industry. One of my biggest goals is to build and open my own hotel to start my own business. I have done some research and I find myself well suited to be able to operate a franchised brand hotel. I have a well thought out strategy that will help me become successful in the lodging industry. Within this paper I will allow myself to guide you through the steps I will take to follow and accomplish this goal of mine.
A franchise is a right granted to an individual or group to market a company’s goods or services within a certain territory or location.
The franchisor sells the rights to the franchisee and then typically receives a fee for ongoing support, therefore having a vested interest in the success of each franchise. I chose to go the franchise way because I feel that I would have more support and profit coming in from franchising due to the fact of my lack of hotel business experience.
I love to take risks but if I started from scratch in the lodging industry it would be an epic fail. Also from my search I have came across great reasons of why franchising would work for me. Some of the advantages are there is a higher likelihood of success since a proven business formula is in place.
The products, services, and business operations have already been established. Bankers usually look at successful franchise chains as having a lower risk of repayment default and are more likely to loan money based on that premise.
The corporate image and brand awareness is already recognized. Consumers are generally more comfortable purchasing items they are familiar with and working with companies they know and trust. Franchise companies usually provide extensive training and support to their franchisees in effort to help them succeed. Many times products and services are advertised at a local and national level by the main franchise companies. This practice helps boost sales for all franchisees, but individual franchisees don’t absorb the cost. (businessmart.com,2012)
As I came across of many franchise hotels I have decided to go with Country Inn and Suites. From the franchise opportunities they give to their well-established business I think it would be a great opportunity for me.
Country Inns & Suites by Carlson’s brand beyond 500-plus locations -including adding more to their nearly 30 international locations on the map. Their marketing logos and techniques have inspired me to open up one their franchise locations where I feel business will come blooming. Country Inns & Suites by Carlson is a leading mid-market brand known for providing a caring, consistent and comfortable hospitality experience delivered with a touch of home. The brand currently operates 483 hotels throughout the world and has 43 properties currently contracted and under development. This homegrown brand will expand by an additional 250 hotels globally by 2015 primarily in the U.S., Canada, India and Mexico. (Carlson Rezidor hotel group, 2012)
From my research I’ve done the Carlson hotels give great opportunities to business people who want to franchise and assist them with building their business up. From the way they have expanded since 2012 until now gives me an opportunity to grow within the brand. And from my learning’s they are continuing to grow as a big nation so why not join and help build a future within the franchise.
I find franchising with them a benefit because they are also successful with other hotel brands they also market the Radisson Hotels, Park Plaza, and Missoni Hotels. Like I’ve stated before they are a midsized hotel brand and I feel that I would be able to handle this type of environment than jumping into a bigger sized hotel franchise. What markets the Country Inn and Suites: Country Inns & Suites By CarlsonSM treats guests like family. It’s a brand approach that resonates with our audiences, making us one of the fastest growing hospitality brands in the world. We believe that by managing our business in a responsible manner, we build trust, build relationships and achieve great hospitality.
And when we operate in a way that is respectful of human rights, socially equitable and environmentally sustainable, we can better meet our social and economic responsibilities. Their responsible business strategy includes taking responsibility for diversity, inclusion, and the health and safety of our employees and guests; showing leadership in social and ethical responsibility issues in the company as well as in the community; and reducing our negative impact on the environment. (Carlson website, 2012)Having this kind of mentality in a business brings great success and satisfaction. Although they have been a successful lodging business they have had their down falls from the beginning.
My business will hold around 110 rooms giving a wide variety of rooms for guest to come in. The design and interior décor is based off the eligible choices the franchise brand offers. From the marketing to the building the franchise offers new business franchisee opportunities to help them build a secure business while using their label. At my hotel management I would like for my management team to always work as a team and always be cordial with the guest. My hotel will have also a housekeeping department such as a marketing department and management department. As I build my hotel I am highly securing the hotel by placing securities systems and adding set rules for after hours for our guest security. To keep the hotel secure I would integrate both technological security and security staff on site, also fire safety security and alarms for local services when needed.
My target market would be based on middle and upper class target market because the way the hotel is set up gives the middle class and upper market a feel like they are at home although this doesn’t mean I am not open to advertising to get any type of business. I believe that having an open business that directs to all ages will bring in more guests and they will leave satisfied. Our beautiful amenities have something for everyone in the family to enjoy. Some of my marketing strategies are revenue management, simple advertising such as (internet, radio, and television). Also for great marketing techniques I believe in allowing the guest to give feedback on our staff and location to allow us to update and change things if we have to.
One important marketing strategy is to keep marketing deals for guests who have to budget their vacations and stay with us instead of other hotels. Also by having a strong marketing team who just focuses on marketing the hotel will keep the business flowing. I would hire potential candidates for this department because I find it to be the heart of the hotel. Marketing would be a very important area for the beginning of my hotel.
The marketing team has to strategize to know how to target all ranges of market by showing off the image and location of the hotel because it is important for guest to feel that they are at a safe location and environment. One main key point is that the customer tends to make decisions on buying a product or a service based on their perception of the value and satisfaction that the product or service delivers. From the company’s point of view the goal of marketing is to first build and then manage profitable customer relationships. As part of my marketing technique I have also thought about having a SWOT analysis made for my business to have an idea on where I am putting myself at in the business.
As the years have gone by the brand Country Inn became more of a competition out in the market world. They have changed up the style and input many more things as part of their services that have made them a stronger brand. As for competition I know that there are many more hotels with higher standings and bookings that this franchise and would be a 50/50 chance in making it. A lot of other competitors seek the same target market and sales that I would but I am highly secure the team and hotel I build will be successful. Some of the hotels targeting the same target market are Four Seasons Hotels, Hilton, and Radisson Hotels.
Some of the strengths are Top notch service and excellent customer service, Globally in over 75 countries, Goodwill from Employees and customers, they offer really go deals and promotional offers hence attracting more customers, Parent group adds to brand value and, High Brand Recall. Their weaknesses are The brand name comes with a perception of being expensive, Current economic status is bound to take a toll on spending power and, Still trying to establish itself in the emerging economies. Throughout this research I have come across many different types of competition sources. The variety of the amenities they offer is part of the competition also the service they offer and the guest satisfaction rating is important. The way they are dedicated to keeping their business they are dedicated to their design and comfy look.
Product & Services:
Wide open spaces, unique destinations, comforts of home, distinctive design, amenities and welcoming hospitality make Country Inns & Suites one of the most successful midscale brands in the world and one of the most attractive business opportunities in the hotel industry. At Country Inns & Suites, our approach to providing the best service in their segment is a little different than what you would typically expect. The amenities they over are great, simple and enjoyable to everyone and anyone. Guest is a service philosophy that encourages employees to serve guests with the same kind and caring spirit given to friends when they’re being hosted at home. The brand’s employee training program has generated tremendous employee engagement scores and high overall guest satisfaction. The service they offer makes you feel that you are welcomed and at home safely.
I myself has experienced a stay at this brand hotel I loved it. From the guest service they offered to the design of the guest room was great. Country Inns & Suites features traditional architecture and a transitional, residential interior design with the brand’s signature, plank lobby flooring and welcoming fireplace. Each hotel offers free high-speed Internet access, a fitness center, a business center and attractive, comfortable furnishings that blend rich woods and natural earth tones. Additional distinctive amenities include: Be Our Guest Breakfast a newly expanded complimentary breakfast buffet that features hot and fresh options such as waffles, build-your-own breakfast burritos and omelets. And it’s now served on classic dining ware instead of disposable dishes. For those on the run, a new grab-and-go bar allows guests to pick up a hot beverage along with fruit and a granola bar as they head out the door.
In conclusion this is a broad plan that I would follow to succeed in the industry when building my own hotel. Like I previously stated I would receive more help within the brand itself to know more in depth of how to follow the right steps to build up the business. Within the first five years I plan on turning profit by keeping up my marketing team on task to build a secure clientele and also being aware of what the guest are asking for to keep them satisfied. For a hotel I believe that keeping the guest happy and secure is a great motivation to keep a business flowing although some guest aren’t always right majority of business comes from people who pay for what they deserve without hesitation.
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