Embed Size (px)
Citation preview
PCR Partner EventJanuary 25, 2006
Our Brand Story
The Candlewood Suites Brand provides a cost-efficient alternative for people traveling for
longer periods of time. It’s designed to meet the unique needs of extended stay guests and help them feel at home when they have to be
away from home.
Our Guests - Demographics
Predominantly Male (80%)
35-49 years of age
Married (76%)
Broad income range – average $90,000 HHI
Our Guests – Travel Profile
80% business/relocation travel 20% leisure travel
Stay occasions include primarily: Government/Military obligations Training assignments Consulting projects Catastrophes (insurance adjusters) Relocation
Average Length of Stay: 14 nights
But who are these people, really?
And why do they choose to stay at Candlewood Suites?
We did some digging to find out.
And here’s what we learned…
Our Guests - ??
Who Are They?
Relaxed
Casual
Independent
Self-sufficient
Happy with their lives
Enjoy their careers but are not overly ambitious
Sociable and pleasant but not overly outgoing
Enjoy Classic Rock and Country music
Prefer comfortable, conservatives clothing
Watch Sports on TV
What Do They Like To Do?
Surf the Internet
What Do They Like To Do?
Socialize With
Friends
What Do They Like To Do?
Spend Time at Home With Family
What Do They Like To Do?
Go on Family Vacations
What Do They Like To Do?
Why do they like Candlewood?
They can cook a meal or heat up a snack in the
full kitchen
Home-Like Suites
Why do they like Candlewood?
They can sit back and watch the game on the 32” TV or
check out a video to watch on the DVD player
They can work at the spacious desk
A Place to Work (or Play)
Why do they like Candlewood?
Or they can kick back and surf the net with Free HSIA
They can shop in the onsite convenience store
The Extras They Need 24/7
Why do they like Candlewood?
They can work out in the Candlewood Gym
They can wash their clothes in the Free
Guest Laundry
Why do they like Candlewood?
Approachable, friendly staff that makes them feel like part of the family
People remember their names
Relaxed, unpretentious atmosphere
Our personality matches theirs.
Warm
Relaxed
Comfortable
Friendly
Unpretentious
Approachable
Like your very favorite pair of everyday blue jeans.
Our Personality
Why do they like Candlewood?
We used what we learned about our guests to help us develop
A new Brand Positioning
A new Tagline
Our Brand Positioning
Candlewood Suites is the informal, relaxed, and homelike hotel choice
that enables extended stay guests to live, work, and relax according to
their own schedule.
Our Tagline
QuickTime™ and a decompressor
are needed to see this picture.
2006 Initiatives
2006 Initiatives
New Development
Opening 26 hotels in 2006, including our first in Canada
2006 Initiatives
New Development
Opening 26 hotels in 2006, including our first in Canada
New Room Decor
49% or 6000+ rooms slated for renovation in 2006
Implementing new room décor into hotels.
Why do they like Candlewood?
2006 Initiatives
New Development
Opening 26 hotels in 2006, including our first in Canada
New Room Decor
49% or 6000+ rooms slated for renovation in 2006
New Bedding Program
2006 Initiatives
New Development
Opening 26 hotels in 2006, including our first in Canada
New Room Decor
49% or 6000+ rooms slated for renovation in 2006
New Bedding Program
10 Year Anniversary – May 1, 2006!!
Thank you!
