|
BRUCE PATEL
Fusion Hospitality CEO / Managing Principal
“ Everything comes down to cost and return on investment , right ? Because if we ’ re going to invest millions of dollars into a hotel , we want our return . And the Atwell Suites brand hits the sweet spot .”
|
HOTELS
Why is it important for franchisors to communicate and collaborate with hotel owners in all areas ? What happens if that solid relationship isn ’ t there ?
BRUCE PATEL
If the relationship isn ’ t there , you have an unhappy franchisee . And that trickles down to the guests as well . And if it trickles down to the guest , after that , you see it in your bottom line .
HOTELS
You ’ ve built and own a wide assortment of big-name hotels – are the brand companies pretty similar with regards to collaboration ?
BRUCE PATEL
There is defi nitely a difference between them . I would put IHG at the top . They actually listen and implement versus just listening . You know , listening is one thing , but taking action is what sets them apart .
HOTELS
Implementing what , for example ?
|
BRUCE PATEL
A new hotel brand . Earlier this year , I served on IHG ’ s Owners Advisory Board for the new Atwell Suites brand in the upper-midscale category , which IHG estimates is a $ 18-billion market potential .
It is a new , all-suites concept to reach what we ’ re calling “ opportunity seekers ”– experience-loving guests who are looking for social connections and discoveries in the public spaces of a hotel . The entire hotel brand is designed to appeal to this guest .
HOTELS
In that type of project , what ’ s the bottom line for owners – why do you need to be heard ?
BRUCE PATEL
The brands have fi nally figured out that they ’ re not the ones building the hotels – they ’ re developing the prototypes , and the franchisees are the ones that are building it . So , the brands have to listen ! We ’ re looking for a return on our investment in addition to satisfying our guests . At the end of the day , if it ’ s not what we ’ re looking for , we ’ re not going to build it . It ’ s that simple .
|
HOTELS
You sound pleased with the outcome .
BRUCE PATEL
In the beginning , it was like wet clay . And then all the OAB members , along with the IHG team , we molded it and let it harden . And in September , we unveiled it .
I feel like it ’ s my baby . I truly believe we ’ re going to be able to deliver an all-suites experience where every guest is going to feel like a VIP .
HOTELS
What surprised you about the experience ?
BRUCE PATEL
When everyone was sitting in the room together it was something magical . It was a networking opportunity and a chance to create friendships with several people I didn ’ t know . Now , I can pick up the phone and call them and say , ‘ Hey , does this work ?
To learn more about developing an Atwell Suites , visit www . development . ihg . com .
|