Services Are Key When Selecting A Franchise Flag

Services are Key When Selecting a Franchise Flag

Reprinted from Advanstar
Hotel & Motel Management Magazine
October 4, 1993
By Jeff Wilder
Wilder Group, L.L.C.

There are so many hotel franchises to choose from these days. Shopping for a brand ideal for your hotel takes a significant amount of time, energy and careful analysis.

There is one very important (yet often overlooked) element in the franchise-investment equation - the concept of service. Rarely does the issue of service play a primary role in a decision to franchise with Comfort over Days or Clarion over Doubletree. In most franchisee eyes, service is difficult to quantify and has little impact on the bottom line. Or does it?

Six months ago I decided to affiliate with Choice Hotels' Clarion brand. Since then, experience has taught that services offered by a franchisor may make the difference between a good and bad guest experience.

When shopping for a chain, consider services you receive from a franchise. Ask about everything from staff training and purchasing to marketing, sales and reservations assistance.

A system of support

You need to make a franchise system work for you. What will make the difference is the service and support you'll receive once you enter the system. In the initial decision-making phase, understanding and learning how to "shake the franchise tree" will help you maximize your return on investment. Ask yourself these questions: Is there an individual assigned to my hotel who is knowledgeable about the hotel, understands my marketing needs and can answer my questions or point me in the right direction? If I need on-site assistance training my staff on the reservation system, is it offered? Are training programs offered in the field? If I have a question about a marketing program or need assistance with publicity, is there an individual I can call for assistance? If I need to purchase case goods, does the franchisor offer competitive pricing on high-quality products? If I am concerned abut the physical condition of my property, is there someone at headquarters I can consult one-on-one?

In my experience as a new Clarion franchisee, the answer to the aforementioned questions, and most others I had, was "yes." Admittedly, franchise services were not high on my list of reasons for joining Clarion. I knew Choice was a good marketer and that its state-of -the-art reservation system delivered a good amount of business.

What I didn't know was the kind of services and support I'd receive as a Clarion franchisee.

As the opening neared, thoughts ran through my head, like who will train my staff on the reservation system? Who will offer guidance in identifying market mix and key feeder markets? Within weeks, my questions were answered and concerns put to rest.

Met professionals

Prior to opening, we met with a group of Choice professionals, each representing a different facet of the company - franchise services, marketing, sales, public relations and reservations. We spent the day looking at various ways we would interact with each of these individuals and what support to expect. Together, we set specific goals for the hotel in terms of sales, reservations volume and overall marketing strategies, and set key dates to achieve these goals.

Almost immediately we saw results from Choice's Operation Jumpstart, a high-level sales program designed to gain maximum marketing exposure for full-service hotels entering the system. In addition, we were taught how to work within the Choice system. After that meeting, it is Choice Hotels' services and support, and our ability to "shake the franchise tree," that has contributed to the successful marketing and operations of our hotel as a Clarion.