From the floors of The Lodging Conference, Sleep Inn by Choice Hotels International (NYSE: CHH) today reported strong demand for its Designed to Dream® brand program which includes a new prototype and mandated refresh of all 401 Sleep Inn hotels in its portfolio. Sleep Inn has added 41 hotels to the Designed to Dream program year-to-date, bringing the total number of Designed to Dream hotels to 88.
This summer alone, Sleep Inn franchisees implemented the design in 15 properties in markets as geographically diverse as Austin, TX; Miles City, MT; Jamaica, NY; and Harrisburg, PA. Continuing the momentum, the brand signed 16 new Sleep Inn & Suites franchise agreements during the first half of 2012. Those agreements call for new Designed to Dream hotels in nine states across the country: Kansas, Minnesota,North Dakota, New York, Ohio, Oklahoma, Pennsylvania, South Carolina and West Virginia.
"Our Designed to Dream program is enjoying a groundswell of demand," says Mike Varner, Senior Director and Head of Domestic Brand Management for Sleep Inn. "Guests love the hotels' contemporary, residential look and feel. Developers are attracted to the new prototype, which was designed to offer lower construction and ongoing operating costs than other midscale brands." Further, revPAR for Designed to Dream properties are enjoying a nearly $10 premium on average over non-renovated Sleep Inn hotels.
First launched in May 2010, today guests can find Designed to Dream hotels across the United States. The revitalized design is available in all newly constructed Sleep Inn hotels and is a cost-effective renovation program for the brand's existing properties. Designed to Dream hotels feature an inviting, residential setting with stylish, serene artwork, and flexible, open public spaces. The overall experience, coupled with "Dream Tips" throughout the hotel, is designed to leave travelers feeling happy and well rested. In testing, the new look appealed exceedingly well to a generational spread of guests – including the so-called "Millenials" and "Baby Boomers."
Signature Sleep Inn amenities add to the guests' value. Among these comforts and conveniences: the free Morning Medley Breakfast Buffet with hot and cold options, free Wi-Fi, and fitness center and/or swimming pool. Many hotels now offer optional suite rooms as well.
Comfortable and Cost-Effective
"Our new prototype provides the potential for substantial building and operational savings," Varner explains. "The smart new look and efficient use of space were carefully designed to yield a return on investment."
The open floor plan, for example, not only radiates a cheery, modern look; it also contributes to substantial construction and operational savings. The combined lobby and breakfast room create a more appealing and functional space for guests yet in an overall smaller footprint. Easily updated accent walls and accessories make it simple and inexpensive to stay in style, with an underlying base design that's neutral and timeless. Guestrooms are designed to complement the public space with a footprint that's "just right" for today's midscale guest expectations.
Refreshed and New
As the name implies, the intent behind the Designed to Dream concept is to ensure a restful guest experience. These properties boast a clean, contemporary look with warm, natural finishes; soft lighting; and nature-oriented black and white artwork. Open public spaces, such as the lobby, are furnished with contemporary chairs and couches that invite guests to work, socialize or just relax. Off the lobby, a sunny breakfast room offers a spacious seating area. Guestrooms echo the emphasis on serenity and style from the furnishings to the bedding. Convenient in-room amenities include Sleep Inn signature showers, large work space, and high definition flat-panel televisions. The overall experience is tied together with Sleep Inn Designed to Dream accent walls, punctuated with a larger-than-life graphic image on the lobby accent wall.
The following hotels are among the newly constructed Designed to Dream Sleep Inn properties that opened this summer.