LODGING just lately sat down with BWH Lodge Group CEO Larry Cuculic and Senior Vice President and Chief Improvement Officer Brad LeBlanc particularly to debate the expansion of its SureStay Lodge Group, which just lately surpassed 400 properties globally and 250 accommodations in North America. Each say the expansion of what they name their “premium economic system model” is happening “organically” based mostly on SureStay’s number of accommodations with totally different options and facilities, which permits hoteliers to seek out the best product for his or her market.
LeBlanc describes circumstances within the economic system market that impressed their choice to create SureStay as “inconsistent,” saying, “Figuring out the market has an economic system set that’s extremely inconsistent, BWH acknowledged the chance to step in, as a trusted model, and apply requirements that would make it a constant providing in our goal market, and make homeowners a part of a household they will belief.”
LeBlanc notes that the overwhelming majority of the properties are conversions of “an eclectic mixture of accommodations,” however asserts that the place the consistency is available in most of all is on the within. “The surface will be an inside or exterior [corridor], and they are often one story or 4 story, however homeowners have to be prepared to inject capital enough to convey the guestrooms to a sure degree of requirements.”
Each LeBlanc and Cuculic understand that almost all economic system lodge homeowners can’t afford to convey properties to the extent of an upscale providing, however say they have to be prepared to make a “actual funding” to transform to SureStay.
Cuculic says the target of this funding is to convey them into “the higher economic system section,” that’s, “to distinguish themselves from the run-of-the-mill economic system product, and thereby in a position to command a better ADR, recoup that funding, and compete higher with the remainder of the economic system section.”
LeBlanc says the SureStay model—whether or not it’s SureStay, SureStay Plus, SureStay Studio, or SureStay Assortment—most of all defines what friends might anticipate by way of fundamentals. “The bedding, measurement of tv, breakfast choices, and smile behind the desk are necessary to the patron journey on the economic system degree. We might not discover that in the remainder of the economic system set.” And with regards to security and wellness requirements, they affirm, SureStay is “section agnostic,” as a result of, as LeBlanc places it, “We convey the identical requirements throughout all of our chains to ensure we care as a household about well being and safety.”
What separates the totally different segments inside SureStay, say Cuculic and LeBlanc, are facilities that transcend the fundamentals, resembling these discovered on the extra upscale chain accommodations, “like a full-service restaurant, plus possibly a bar, a bigger room, and barely nicer toiletries and bedding”—extras past what price-sensitive friends particularly need. “A lot of our shoppers simply desire a good, clear room and a easy breakfast providing—not a sit-down restaurant—after which get again on the interstate or go about their work,” says LeBlanc.
LeBlanc and Cuculic say what all SureStay homeowners can anticipate is assist from a worldwide group in myriad methods, together with steerage on labor points and security protocols, and reaping the advantages of their procurement packages, reservation and income administration programs, and their Greatest Western Rewards loyalty program.
As for the expansion of SureStay, Cuculic notably praises the efforts of LeBlanc. “Brad and his staff recognized the accommodations and the hoteliers prepared to take a position capital to ascertain a model that may dominate its market by being higher than the remainder of that comp set.”
Whereas Cuculic expects the variety of SureStay accommodations to quickly attain the five hundred mark “as a result of there may be demand for the providing,” he stresses that “greater is just not at all times higher” until the product is correct. “What I’m searching for is consistency. I don’t wish to get to 800 with out it being the best product.”
Cuculic sees a vivid future for the model not a lot due to demand for economic system merchandise usually as demand for its explicit providing. “The section is the section. The explanation SureStay is rising amongst a variety of chains that aren’t rising is that we’re rising prudently with the best product.”