The Holiday Inn Express and Suites in Marysville and Everett have been revamped as part of a $1 billion makeover to revive the image of Holiday Inns around the world.
Overall, the new, improved re-branding image intends to create a modern-day look and improve consistency and quality of service at the network’s hotels around the world.
The branding efforts are focusing on what research has shown matters most to travelers — a contemporary hotel that offers efficient, friendly service and a good night’s sleep. It mostly targets baby boomers and younger travelers who might pick a mid-priced hotel.
As part of the new look, the old iconic Holiday Inn logo, which has been untouched since 1954, has been replaced with a new contemporary logo that is displayed just under the highest point of the hotel architecture.
The makeover includes new exterior landscaping, floodlights and a well-organized, pleasant check-in process with a lobby sound track that plays hip music. The new features are designed to provide a pleasing “welcome experience” for guests. Room makeovers include new bedding, showers and bathroom amenities.
As part of the improved service, employees receive customer service training.
“Stay Real is the name of the customer service program,” said Melissa Wolfe, area director of sales and marketing for Mount Vernon-based Hotel Service Group, LLC, which operates the Marysville and Everett Holiday Inn Express hotels, as well as hotels in Chehalis, Sumner and Burlington.
The training program is based on the philosophy that customers are treated like individuals rather than numbers. The service program will be lead by a newly created position at each hotel.
Globally, the Holiday Inn brand is operated by InterContinental Hotel Groups, the group that launched the improvements. It is the world’s largest hotel company, in terms of rooms, and more than 3,300 Holiday Inn hotels around the globe are being revamped.
According to InterContinental Hotel Groups, 1,400 hotels have completed the brand and the rest are expected to be rebranded by the end of 2010.
Owners and franchisees of the hotels are expected to invest up to $1 billion to carry out the new branding, which is expected to completely rejuvenate the hotels during the next few years and is expected to generate significantly higher revenue per available room, enhancing the return on investment for owners.
“The economic environment has changed since we started the relaunch program. Now, more than ever, value has become critically important to guests. We are increasing value delivery by providing a better experience each and every time they stay with us.” said Kevin Kowalski, senior vice president, Global Brand Management, Holiday Inn Brands, in a press release.
“Research has shown that companies, who invest in their brands during an economic downturn, actually increase their market share and end up being more profitable on the other end,” he said.
InterContinental Hotels Group owns, manages, leases or franchises nearly 4,400 hotels in 100 countries and territories around the world.
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