Presentation on theme: "PCR Partner Event January 25, 2006. Our Brand Story The Candlewood Suites Brand provides a cost- efficient alternative for people traveling for longer."— Presentation transcript:
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.
Our Guests - Demographics Predominantly Male (80%) 35-49 years of age Married (76%) Broad income range – average $90,000 HHI
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
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… Our Guests - ??
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
They can cook a meal or heat up a snack in the full kitchen Home-Like Suites Why do they like Candlewood? They can sit back and watch the game on the 32” TV or check out a video to watch on the DVD player
They can work at the spacious desk A Place to Work (or Play) Why do they like Candlewood? Or they can kick back and surf the net with Free HSIA
They can shop in the onsite convenience store The Extras They Need 24/7 Why do they like Candlewood? They can work out in the Candlewood Gym They can wash their clothes in the Free Guest Laundry
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.
Warm Relaxed Comfortable Friendly Unpretentious Approachable Like your very favorite pair of everyday blue jeans. Our Personality
Why do they like Candlewood? We used what we learned about our guests to help us develop A new Brand Positioning A new Tagline
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.
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
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!!