Reaping the rewards of its guest-focused strategy, Cendant Corporation’s Wingate Inn hotel chain has been ranked top in its class and third among all hotel brands in North America by the J.D. Power and Associates annual consumer satisfaction study.
With 138 hotels currently open and 15 more properties due to open by the first quarter of next year, the Wingate Inn brand was ranked the highest in the midscale, limited-service segment. The brand also achieved the third-highest overall score across all segments, ranking higher than many of the most recognized names in the hotel industry.
In announcing the results of its 2004 North America Hotel Guest Satisfaction Index StudySM last week, J.D. Power and Associates said the Wingate Inn brand “has become a standout in the industry due to steady improvements over the past three years.” The chain received 813 out of a possible 1,000 points and top ratings in the categories of check-in/check-out, guest room, food and beverage, hotel facilities and costs and fees.
The study was based on responses from 29,424 guests who stayed in a hotel between December 2003 and June 2004. J.D. Power and Associates is a global marketing information services firm based in Westlake Village, Calif.
Steven A. Rudnitsky, chairman and chief executive officer of Cendant’s Hotel Group, said the ranking “demonstrates the mutual commitment by Cendant and Wingate Inn franchisees to delivering outstanding quality and exceeding guest expectations by providing the services and amenities they want at no extra charge.”
As part of its value proposition, the Wingate brand’s all-inclusive rates provide guests with free high-speed Internet access, local calls, long-distance access, deluxe continental breakfast, USA TODAY newspaper on weekdays, faxes, photocopies and use of a 24-hour business center and fitness room with whirlpool. Guest satisfaction is backed by a 100 percent satisfaction guarantee that any problems will be resolved in a timely manner or the cost of the room will be refunded.
Rudnitsky said the Hotel Group’s commitment to improving quality and service across all of its brands, is a hallmark of its strategic business plan. “We have launched initiatives on many fronts committed to improving our guest value perception,” he said. “The Wingate Inn brand now sets the bar for our entire system.”
Keith Pierce, Wingate Inn president, said the brand is designed to attract value-conscious business and leisure travelers. “By providing key amenities at no additional charge, we have created a unique product with a compelling value proposition that appeals equally to guests and hotel developers,” he said.
He noted that the chain was “one of very few” midscale hotel chains recognized in the Zagat Survey guides of top U.S. hotels, resorts and spas for 2003 and 2004, which otherwise are dominated by upscale and luxury hotels and resorts. Also, he said, Entrepreneur magazine this year rated Wingate Inn as best midpriced hotel chain for the second time.
“As we continue to accelerate the growth of the Wingate Inn brand, we will remain true to the values that helped us achieve this number-one ranking,” Pierce said. “That commitment has been demonstrated by our recent success in expanding the Wingate Inn brand to Ireland and our creative approach to center-city development.”
He congratulated Wingate Inn owners, managers and employees “on this proud achievement.”
Cendant Corporation’s Hotel Group, based in Parsippany, N.J., franchises 6,383 hotels representing 514,140 rooms on five continents under the Super 8®, Days Inn®, Ramada®, Travelodge®, Howard Johnson®, Knights Inn®, Villager, Wingate Inn® and AmeriHost Inn® brands. Cendant’s franchised hotels sell nearly one out of every four economy and midpriced room-nights in the United States, and Cendant franchises 11 percent of the entire U.S. hotel room supply, according to Smith Travel Research and Cendant financial data. All hotels are individually owned and operated under franchise agreements with Cendant subsidiaries.
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