By Jennifer Dowd
ATLANTA -- With the number of its properties slated to nearly
triple by the end of 1998, AmeriSuites soon will be a brand to
reckon with, according to John Leavitt, the hotel chain's brand
manager.
"We expect to have well over 100 hotels by the end of next year
covering coast to coast," he said.
In addition to the 42 AmeriSuites currently in operation, there
are more than 45 hotels under development, and as many as 69 are
expected to be operating by the end of 1997.
Why the great expansion?
"We're filling the void in the midmarket hotel segment," said
Leavitt, adding that Courtyard by Marriott is the company's
targeted competition.
"AmeriSuites is the answer to the midmarket in the way Embassy
Suites is to the upscale market," he said.
Although the number of its properties is increasing, Leavitt
said, the product's consistency will remain, aiming to offer
comfort, service and value.
Standard suites at AmeriSuites hotels feature a separate
sleeping area; a living room with a sleeper sofa; a work desk with
a data port; two phones with voice mail, and a kitchen and wet bar
area with a refrigerator, a microwave and a coffeemaker.
The chain also created suites for the corporate traveler, called
Taking Care of Business Suites, which feature extra amenities, such
as a larger desk and swivel chair and conference-call
telephones.
All guests receive a continental breakfast buffet daily, an
invitation to the midweek manager's reception, weekday delivery of
USA Today, local phone calls and local transportation.
Each property features a business center with fax, copier and
computer services as well as facilities for meetings.
"We want the business traveler to look at us as a business
partner," Leavitt said, "and [we want] to offer the best value for
the money in the all-suite arena."
The average nightly rate is $70.
However, the appeal of the AmeriSuites product goes beyond its
comfort level and rate value; the chain also offers extensive
marketing programs that aim to benefit guests and the travel
industry alike.
For the corporate traveler, the AmeriClub program offers
frequent guests a guaranteed corporate rate, express registration,
car rental discounts and check-cashing privileges.
Other benefits include free 13th night accommodations and
compensation for overbooking that features a paid room in a
comparable hotel, a free call home and a 50% discount toward the
next stay at any AmeriSuites property.
Another program designed for small group meetings and executive
board sessions is the M.P.G. (Meetings Program Guarantee), which
provides on- and off-site catering, discount rates for meetings
guests and a guarantee that the details of the meeting will be
handled exactly as planned.
Also well received, according to Leavitt, is the S.T.A.R.
program (Suite Travel Agency Rewards), which features agent
commissions paid directly from the hotel on the day of a guest's
departure.
In addition, the SuiteChoice program enables a travel planner to
earn points based on room nights booked and consumed that are
redeemable for awards.
More than 10% of the chain's total revenue is delegated to agent
commissions, according to Leavitt, adding that he hopes to see the
figure grow.
Future marketing programs include an add-on package for seniors
that would feature a national restaurant chain coupled with an
AmeriSuites discount.
"By offering quality customer programs and developing properties
in signature locations, we are building brand loyalty and
awareness," Leavitt said.
Future key openings are slated at the Mall of America near
Minneapolis and Denver Airport as well as the company's sixth hotel
in Atlanta.
AmeriSuites in Richmond, Va.; Birmingham, Ala., and Topeka,
Kan., will debut in April.
For reservations or more information, call AmeriSuites at (800)
833-1516.