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‘The Wingate Experience\' Aims to Sustain Competitive Edge |
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Wingate Inn President Keith Pierce told franchisees attending their brand conference here today that the chain\'s two-phased enhancement plan, called 'The Wingate Experience,' will sustain the brand\'s competitive advantage. |
The initiative, which features updated bathroom and bedding programs, hot breakfast and other upgrades, is designed to “exceed guest expectations” while building on the brand’s “strong competitive momentum,” he said.
Phase I of the program includes upgraded bathroom amenities utilizing Neutrogena or Judith Jackson product lines; delivery of complimentary USA TODAY newspapers to all occupied guest rooms in the United States and an improved express checkout platform delivering folios to occupied rooms.
A key component of Phase I, the introduction of free wireless high-speed Internet access in guest rooms and public areas at its hotels throughout the United States and Canada, was completed in November.
In Phase II, the brand will upgrade those bathroom terry items most widely used by guests including washcloths and bath towels, which will be private labeled to ensure brand compliance.
Guests also will be treated to an “enhanced shower experience” featuring a curved shower rod and “hookless” shower curtain that will make the shower area seem more spacious and a new Moen Revolution showerhead that will ensure maximum water flow.
The brand also announced a new bedding program, including a choice of Sealy Posturepedic Encore 720 Plush or Serta Perfect Sleeper Master Suite Admiralty mattresses and box springs and upgraded pillows and bed linens with higher thread count that focuses on quality and comfort.
“As hoteliers, we are in the business of putting heads in beds,” said Pierce. “The Wingate brand is taking this industry slogan to the next level with a more comfortable bedding experience.”
The Wingate Experience builds on the brand’s all-inclusive pricing policy that provides guests with enhanced amenities at no additional charge including wired and wireless high-speed Internet access, 24-hour complimentary business centers, deluxe continental breakfast, local calls and long-distance access, among others.
Capitalizing on J.D. Power and Associates research that identified hotel breakfast as a value-added amenity that can build customer loyalty and satisfaction, the Wingate Inn brand will upgrade its complimentary breakfast by offering hot items including eggs, waffles, bacon and sausage.
“We’ve been pursuing excellence since the Wingate Inn brand was born,” said Pierce.
“That is, in fact, how Wingate Inns earned its customer satisfaction award last year as top in its class and third among all hotel brands.
“The real power of excellence in our business comes from knowing what consumers need, even as their needs change, and finding ways to deliver it.”
Pierce cited examples such as warm and welcoming smiles from employees, exceptionally clean rooms and a best-in-class continental breakfast as “tangible symbols of the culture that has been created” within the chain.
Reporting on brand performance, Pierce said the brand has been “strong,” has grown “steadily” and realized a RevPAR gain of 6 percent in 2004 over 2003. The brand is forecasting a RevPAR increase of 6 percent increase this year.
Illustrating progress with the brand’s strategic growth plan to gain a foothold in major metropolitan markets, Pierce said there are two major center-city projects under construction: a Wingate Inn hotel in Manhattan and a Wingate Inn hotel in New Orleans.
Turning to the topic of operations, Pierce said the brand recently introduced a new quality assurance program called Positive Guest Experience, or “+GX,” featuring more stringent scoring that addresses guest concerns as identified in a recent J.D. Power study.
Wingate Inn franchisees will gain real-time access to quality assurance reports, an electronic guest satisfaction survey system and a software program that suggests ways to solve specific deficiencies.
Bill Hall, Wingate Inn vice president, operations, outlined a series of new tools to support franchisees including a simplified yield management program.
“Operational excellence is achieved by continually improving and having the thirst for never being satisfied,” said Hall. “Our Wingate Experience and revenue enhancement initiatives are designed to help franchisees make a positive impact on guest experience as well as their bottom line.”
As the brand approaches its 10th anniversary next year, Pierce said the 2005 conference theme, Power of Excellence, becomes an “extremely appropriate marching cry,” as the brand “continues to execute with excellence in an effort to remain competitive.”
“The brand will not be satisfied with its current level of success,” he said. “Rather, the management team will continue to explore ways to go beyond prior performance levels and attain higher levels of achievement.
“We’re confident that the strategies we’re pursuing will lead us to even greater levels of success as we continue our efforts to provide an extraordinary Wingate Experience for each and every one of our guests.”
Wingate Inns International opened its first franchised hotel in July 1996. Its focused service, upper mid-market franchised hotels feature sophisticated, consumer-based technology and comfortable, oversized rooms that were created in response to business travelers’ needs.
In the fourth-quarter 2004 Market Metrix Hospitality Index the chain was ranked top in the lodging industry for guest satisfaction. The hotel chain also was ranked the highest in the midscale, limited-service segment in the J.D. Power and Associates 2004 North America Hotel Guest Satisfaction Index StudySM. The chain was recognized in the Zagat Survey 2003 and 2004 Top U.S. Hotels, Resorts and Spas guides.
All Wingate Inn hotels are independently owned and operated under franchise agreements with Wingate Inns International. Reservations can be made by calling the Wingate Inn toll-free reservation center at (800) 228-1000 or through the company’s Web site at www.wingateinns.com. Wingate Inns International is a subsidiary of Cendant Corporation (NYSE: CD).
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Wingate Inns International opened its first franchised hotel in July 1996. Its focused service, upper mid-market franchised hotels feature sophisticated, consumer-based technology and comfortable, oversized rooms that were created in response to business travelers? needs. The hotel chain was ranked the highest in the midscale, limited-service segment in the J.D. Power and Associates 2004 North America Hotel Guest Satisfaction Index StudySM. The chain also was recognized in the Zagat Survey 2003 and 2004 Top U.S. Hotels, Resorts and Spas guides. All Wingate Inn hotels are independently owned and operated under franchise agreements with Wingate Inns International. Reservations can be made by calling the Wingate Inn toll-free reservation center at (800) 228-1000 or through the company?s Web site at www.wingateinns.com . Wingate Inns International is a subsidiary of Cendant Corporation (NYSE: CD). |
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