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PCR Partner Event January 25, 2006. Our Brand Story The Candlewood Suites Brand provides a cost- efficient alternative for people traveling for longer.

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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:

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%)  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 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 - ??

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 Watch Sports on TV What Do They Like To Do?

8 Surf the Internet What Do They Like To Do?

9 Socialize With Friends What Do They Like To Do?

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

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

12 Why do they like Candlewood?

13 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

14 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

15 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

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

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

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22 2006 Initiatives

23  New Development  Opening 26 hotels in 2006, including our first in Canada

24 2006 Initiatives  New Development  Opening 26 hotels in 2006, including our first in Canada  New Room Decor  49% or rooms slated for renovation in 2006

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26  Implementing new room décor into hotels.

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30 Why do they like Candlewood?

31 2006 Initiatives  New Development  Opening 26 hotels in 2006, including our first in Canada  New Room Decor  49% or rooms slated for renovation in 2006  New Bedding Program

32 2006 Initiatives  New Development  Opening 26 hotels in 2006, including our first in Canada  New Room Decor  49% or rooms slated for renovation in 2006  New Bedding Program  10 Year Anniversary – May 1, 2006!!

33 Thank you!


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