“ experience ” should be continue to evolve , teased by franchisors defining their product as — like Hilton — premium , upscale or simply value brands . ( While STR has yet to slice the segment thinner along these lines , year-end 2022 figures showed 24,767 properties and 1,307,993 rooms in the U . S . economy space .)
Recognizing potential opportunities , economy segment players have not been indifferent to post-pandemic industry buzz about the overall need for enhancing public space , curb appeal , F & B offerings , technology , in-room conveniences and more to attract today ’ s generation of travelers , although some observers describe it as amenity creep on steroids for the space . What , then , do guests want ?
“ A clean , comfortable room and friendly service — once the hallmarks of the segment — are table stakes ,” said Shilpan Patel , EVP / North America franchise operations for Wyndham Hotels & Resorts . “ Today ’ s guests expect those things . They also expect reliable , high-speed Wi-Fi capable of supporting multiple devices ; modern-day phone functionality for things like mobile check-in , front-desk texting and digital tipping ; and , of course , a rich and generous rewards program that recognizes their loyalty with every stay .”
With five pedigree-tagged economy brands — Days Inn , Howard Johnson , Microtel , Super 8 and Travelodge —
A guestroom at the Howard Johnson by Wyndham in Ocala , Fla .
Wyndham is a heavyweight in the space with 5,291 hotels in domestic and international locations ( at year-end 2022 ).
" Guests do not think in terms of economy and midscale hotels . The industry does , but guests do not ,” he added . “ They think in terms of price , location and amenities .”
“ I ’ m not sure nomenclature is the main issue , although it can have an impact ,” said Matt Hostetler , chief development officer for Red Roof , and readily acknowledged the “ upscale economy ” descriptor is trademarked by the company . “ It ’ s our term . Red Roof Inn is an economy brand … our Red Roof PLUS + properties play in upscale economy . These distinctions can impact our customers ’ booking decisions , with
GUESTS DO NOT THINK IN TERMS OF ECONOMY AND MIDSCALE HOTELS . THE INDUSTRY DOES , BUT GUESTS DO NOT
– SHILPAN PATEL , EVP / NORTH AMERICA FRANCHISE OPERATIONS , WYNDHAM HOTELS & RESORTS
Red Roof PLUS + properties offering sleek , modern upgrades and amenities , like 100 % smoke-free rooms , at a value price ,” he said .
Hostetler observed those checking in to any of its 530 Inns or 80 PLUS + properties “ are still most interested in a clean , comfortable room at an affordable price . This holds true for more seasoned , traditional family travelers and ‘ road warrior ’ travelers .”
Beyond the basics , Hostetler said travelers seek a smooth booking experience , noting the company is invested in improving booking ease through better service and smarter technology , resulting in a better experience for guests and owners .
CRASHING THE PARTY Six months out of the gate , Hilton expects to provide a so-called premium-economy experience with a roster of tactile and ambient features for Spark to give the nascent brand traction in what Schuyler contended is a “ very inconsistent ” market segment .
“ We will look after our guests by focusing on the core service elements — reliable service , thoughtful F & B offerings and smart design ,” he said . Within the brand ’ s scope will be a monochromatic exterior with large pops of color ; a signature bagel bar ; 24-hour
June 2023 hotelsmag . com 7