European Stars And Stripes (Newspaper) - April 29, 1989, Darmstadt, Hesse Hotel chains offer More choices trend toward segmentation1 by James to Yenckel Washington Post. If a favorite soft drink such As coca cola can to sold successfully in a variety of forms regular classic Heine free diet and Cherry Why should t Iho big hotel and Model chains try to Market the r Basic product rooms in much the same Way Willi this As their rationale the major . Lodging chains have begun providing with a Giitl if something Lor everyone. .-,.nowadays you can Book a room in an expensive Marrill. A not so expensive Marriott an All suite Marriott anapar1montt,, ii Marriott each category is different from 1he others in Stylo As Well As Price but every category is required to adhere to Parnoll s corporate standards other major lodging chains such As Quality inn Howard Johnson. Acteson Holiday inn. Days inn and ramada inn Are of Yonng Hie same wide Choice in accommodations. " Marzioli attaches its name to each of is hotel categories so you know Whai Chain you Are dealing Wilh out some companies have decided to give each inc of hotel proper lies a separate name the. Proliferation of new types of hotels and new names a i .corne1 so fast hat Many travellers May be confused How does a Parnoll suites hotel diver from a Couyard by Marriott or a sleep inn from a / Comfort Inni both of them part of the Oua try inn lineup or a Hampton inn from inn also both on the same team whal s in a name a room in a Lull service Marriott hotel can Cost 1100 or Mare a night depending on its location Al a rooms Only Fairfield Fth by Marriott the company s Brand new. Economy lanced hotel line the Cost is about $30 to $40 a night. Segmentation is the acknowledged term for this recent development in the lodging Industry which has adopted the concept aggressively each of the chains is Busy opening new hotels in a variety of categories deluxe All suite Economy the country. It makes sense or the customer and it makes sense for the hotels says Robert a Hazard. Jr., president of International. Hazard claims credit Lor. Introducing segmentation into the Industry in 1980. Curl orders who favor a particular hotel Chain Poi haps because of its reputation Lor Good service now cart choose Between to Chain s top Amhe line hold or in Economy properly depending on their immortal of needs per example business travellers on an expense account. Hazard says May want to stay in Iho very Best hotels their companies Vytill Pel Mil. On their own Buck however the same travellers probably win Opl for . June Farrest Media relations director Lor. The Marriott corp agrees today the consumer is Moio she says. They re not Content to Lake just what s Given. The lodging Industry has seen a Greal change in the. Past decade says Tom pad Galt director of National sales Lor Radisson hotels International. The upscale Are going Down and the mid prices Are going segmentation has allowed the major chains to keep up with the Many changes in the lodging Industry in Iho past decade. All suite hotels each room has some. Form of Silling room in addition to the bedroom have mushroomed across the country even newer Are the residence inns hotels with kitchens aimed at travellers slaying Lor a week or More. They re the fastest growing segment of the Market right now says Ralph Berry a spokesman Lor the Holiday inn corp. Homewood suites is the name of the residence inns line under development by Holiday inn. None is open yet but construction is expected to get under Way on at teas 27 this year. Among lha services planned Lor each is grocery shopping. You leave your list with the desk clerk in the morning says Berry and the groceries will to your room later in the same Day. Unlike Marriott which attaches the Marriott name to its differing hotel properties,1 both Quality and Holiday inn have chosen to give each new Segmen Van Independent name. Ii is a matter of marketing strategy. Marriott s is a Strong name in the Industry and it is presumed thai the new products Benefit from the Wilh it. Hazard acknowledges that 10 years ago the Quality inn name did not have similar recognition. Al some popular destinations such As Orlando. Fla you will find a Chain represented by two or More of its differing proper lies. One advantage of segmentation is that a traveler generally can Book rooms in any of a Chain s Popei lies by calling its toll free 800 number an exception is the Holiday inn line. On the Tihor hand you Don t always earn frequent guest Points Ai Ait of a Chain s properties ii a Chain has a frequent guest award program Check to see which of its properties qualifies for Examployou do not earn Marriott honoured guest Points Tor slaying in a . Once swimming pools Scro considered a luxury but a outdoor swimming Pool in season is becoming a Standard feature at most now hotels except in the budget category. The higher priced hotels often feature indoor and outdoor pools and fitness spas. Among the lodging chains Hal Oiler a variety of lodging possibilities each Chain s properties Are listed in approximate order irom ils highest to its lowest priced categories Marriott Marrill hotels & Flesoras Large full service hotels in the luxury category they feature Choice of major . Hotel chains offer something for everyone from Economy room to apartment style suites. Pagan the stars and stripes restaurants swimming Pool fitness spa and room service. They can be found downtown at airports in suburban locations and in popular vacation areas. Marriott suites just gelling under Way this is a line of full service hotels in which All rooms have both a ,. Bedroom Aroda living room. The properties also Are in the upscale Price Range. Residence inn by Marriott extended slay suite hotels Wilh kitchens. The longer you stay the better the Price. They Are aimed at people who May be relocating from one Community to another and Al business travellers such As accountants consultants lawyers and others who May be assigned Oul shown duties for. Periods of a week or More. Marriott has More than 130 residence inns in 35 states. " courtyard by Marrill smaller mid priced hotels in which the rooms Overlook a Central courtyard Are fewer. For example most will have Only one Multi purpose restaurant. Room service is limited. You Call us Belora you pick it up yourself says Farrell. Fair tied inn by Marriott the company s new Economy priced hotel line Abc-ul50 of which Are expected to be open by the end of this Are. Rooms Only hotels with no restaurant. Complimentary. Colle and Toa Are provided in the lobby each morning Quality International \ " Clarion hotels and resorts suites full service. Hotels in the upscale Price Range restaurants lounges arid illness facilities. Some Clarion arc All suites. The Price for these suites about the same As the Price for rooms Al the Clarion hotels. Includes complimentary breakfast and drinks during the cocktail hour. Quality inns suites full service hotels in the mid Price have a restaurant and a Pool and. Some have fitness centers ail suite Quality inns also Are being built they arc slightly higher in Price. A full cooked to Ordor breakfast and drinks during the cocktail hour Aie complimentary. Comfort inns suites limited service hotels Al the top of the Economy category. Many do not have restaurants but Are located near one. Are slightly higher in Price and a complimentary Continental breakfast is provided. Sleep inns these Are Quality s new no frills line. The rooms Are smaller than a Standard Quality inn room but they will have a to set Var and a mini bar. The first sleep inn is scheduled to open in june in Salisbury n,c., and about 100 ate in various stages of development. Initially the lobe a sleep inns but the Mcdonald s fast Tood Chain successfully argued in court that the me prefix infringed on its trademark rights Radisson hotels Radisson Plaza hotels the top of the Radisson Lino. They advertise Superb service for discriminating1 in luxury class surroundings they offer a Chico of restaurants lounges a Pool a health facility and meeting rooms. Radisson suite hotels the Chain s entry into the All suite Market these also Are Lull service properties breakfast and evening cocktails arc complimentary. Radisson hotels. Generally High Rise full service properties located near business and shopping areas Radisson resorts these full service vacation properties May to Standard hotels or All Suile hotels. However they also offer a full Range of Rosol activities which May include Golf Tennis and a Beach in a resort setting Radisson inns. Mid cod lodgings Wilh at least one restaurant and lounge and sometimes iwo of both they Are located a smartly near airports major highways and Vilice complexes Radisson honors inns a new full service product the Low Rise inns will have a courtyard setting they Aro Radisson s answer to courtyard by Marrill. They will be built in place of new Radisson inns and Wilt to priced in the mid to upper Range the company expects to Havo 20 open by the end of 1990 ramada ramada Renaissance hotels upscale accommodations and amenities including Pool illness Center and concierge service. They Are Large More than 300 room full service hotels generally located in major i 1 saturday a
