Owners and managers attending the Wingate Inns International conference here today learned that the chain plans to drive incremental room nights to their hotels and build brand awareness through a redesign of its Web site, targeted advertising and non-traditional marketing tactics.
Addressing nearly 350 attendees, Keri Putera, Wingate Inn senior director of marketing, described the brand’s redesigned Web site, set to launch later this year with “improved, cutting-edge functionality” that will make it easier to book reservations and “help us surpass the competition by grabbing guests from the first moment of impact.”
All creative and functional Web site enhancements were developed by soliciting guest feedback, she said. The feedback revealed that consumers “want more control over their shopping experience” and look for “straightforward and objective information they can trust,” such as larger photos and clear lists of amenities.
This year the Wingate Inn brand will nearly double its commitment to paid Web search functionality, and its franchised hotels will be listed on some of the largest search engines. Online banner advertisements will run on business-targeted Web sites including CNN.com and CBS Marketwatch.
The brand will continue to reach out to current customers through its monthly e-mail campaign that provides “targeted and relevant offers based on their specific travel needs,” Putera said.
In addition to electronic marketing, the Wingate Inn brand will sponsor a national print campaign with ads in Business Travel News throughout the year and Fortune Small Business magazine through November. In addition, the brand has continued its relationship with USA TODAY, with ads set to run this spring and fall.
To complement its advertising efforts, the brand plans to use non-traditional marketing to build consumer awareness this year.
First, the brand will continue its relationship with Hallmark Business Expressions, a subsidiary of Hallmark Cards, to create Wingate Celebration cards, promoting its recent consumer satisfaction award. Those cards are available to Wingate Inn franchisees to send to their guests. Similar cards were sent to select travel agents last December.
Second, the brand is continuing its relationship with Avis to provide guests with value-added offers. Every time a consumer books a room via the brand’s Web site, www.wingateinns.com, they get an offer for a free car upgrade at Avis.
Third, the brand has developed a new photography style designed to allow it to “stand out from the competition and tell a story through the use of motion, life and warmth,” said Putera. The photography will be used in all brand marketing efforts including in national print, on its Web site, in its e-mail and at the property level.
Finally, the brand is introducing new program features for its TripRewards members. New collateral and a points purchase program have been developed to add to the overall appeal and usage of the program. The new points purchasing element will allow franchisees to purchase points and award them to valuable guests as well as to hotel employees.
This summer’s promotion for TripRewards members will feature the brand’s best rate guarantee coupled with a coupon book of valuable discounts and partner offers worth more than $250. The entire promotion will be linked to a TripRewards sweepstakes where members can win one million bonus points.
In addition, TripRewards has partnered with Sony Entertainment to sponsor this summer’s blockbuster hit, Bewitched. An online media campaign will support the program as well as advertisements in People and Budget Travel magazines.
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).
Logos, product and company names mentioned are the property of their respective owners.
