Announcing “The Residence Inn Mix”
After extensive target-guest research and testing, we are preparing to launch the first of two phases of deployment for our new evening social program, re-branded “the Residence Inn Mix”.
The Need for Change
RI’s current evening social program has historically been our weakest performing area in GSS, and research among Gen X &Y business travelers tells us the program is not meeting their needs. While our current offering has provided hotels with flexibility, that flexibility has yielded an inconsistent offering and has caused staff frustration and guest dissatisfaction. Improving consistency is a key objective of the new program, and a consistent offering will enable us to promote the RI Mix in brand-level marketing.
The new program will meet guests’ needs by focusing more on ambiance, socializing, beverage and local, and less on food. This adjustment gives us the opportunity to upgrade the beer offering while remaining cost-neutral overall.
Action Steps
Hotels will receive notification of this change via the October 27 Franchise Weekly Update. They should prepare by:
- Reviewing the components of the new standard which will take effect on January 1, 2015 and will be included on the Brand Standard Audit (BSA)
- Participating in the December 11 webinar
- Attending the GMs Conference February 18-21, as this is where the second phase of deployment will begin
Franchisees should also ensure their RI hotels have reviewed the materials communicated during the brand webinar in May using the archive and checklist.
The following Phase 1 implementation items should be completed before January 2015 when the BSA begins:
- Transition to the schedule and robustness of the new RI Mix:
- Three nights per week: Monday, Tuesday, and Wednesday only
- Events start no earlier than 6:00 p.m. local time
- Transition to light fare (hotels should no longer describe the offering as “dinner”)
- Manage account commitments:
- Sales leaders should not include full meals or 4-nights/week in contract commitments for 2015
- Manage at-risk accounts: be creative about how to win the business without adding cost (note: pilot hotels were successful, even with government and per-diem accounts)
- Focus on ambiance:
- The fire pit and fireplace (if in compliance with the Fireplaces standards) should be in working order and used in cold months, especially during events
- Use flameless candles and dim lobby lighting in the evening
- Close the breakfast buffet seating area after breakfast; use the communal table, outdoor living room and lounge areas of the lobby for the RI Mix
- Ensure TV is screening fun events (e.g., sports or popular shows, not news)
- Use music effectively; consider genres and party-level volume
- Ensure attendant is prepared:
- Guest interactions will be the primary responsibility of this role moving forward versus stocking a buffet; refer to hosting practices to ensure you have the right attendant skillset for the new RI Mix
- Use the attire outlined in the uniform program for evening social hosts (in place of the chef’s coat and apron)
- Prepare for Phase 2 Deployment (new event programming):
- Dial up local knowledge now with your guest-facing team, placing special focus on truly local flavors and experiences unique to your area (e.g., start thinking about which restaurants are the hidden gems guests should try)
- Ensure you have all equipment for the current program in working order and that you have budgeted according to guidelines
Implementation Timeline
- The changes outlined above will go into effect as of January 1, 2015 to ensure that the baseline program elements can be measured on the BSA
- In February, GMs will be receive detailed training for the new program at the GMs Conference via an immersive workshop dedicated to executing the new offering and leading the change
- New events will be measured on the BSA beginning on April 1, 2015
Guest feedback from pilot has been very positive. The new program is cost neutral and there was no negative impact from a sales/occupancy perspective at our pilot hotels.
This is a big step forward for Residence Inn, and we hope you are as excited about it as we are. We want to say a special thank you to the 30+ hotels that participated in the four-month pilot as well as the above-property representatives from TRIA who have partnered with us in the development of the new program.
If you have questions or concerns, please reach out to either of us.
| Diane Mayer Vice President & Global Brand Manager Residence Inn |
Pat Willenborg Vice President, Americas Franchising Residence Inn |