Change must be constant in the hotel industry, a philosophy Embassy Suites has taken to heart with the launch of 20/10, a brand evolution and enhancement program that features a wide array of product and service upgrades.

The brand kicked off the program by recently completing installation of its EmbassyDirect Registration Kiosks in all 182 properties. The kiosks allow guests to check in and check out and print airline boarding passes from 18 major carriers.

The initiative, named both for its planned year of completion and the numeric description of perfect vision, centers on some of Embassy's signature features, as well as the introduction of new service and product elements.

First phases of the plan, which will be completed this year and next, have four components:

Breakfast, an upgraded brand standard featuring 10-ingredient omelets, new signage and equipment and new training and service programs;

Uniforms, including new career apparel designs for all guest-facing employees;

Suite upgrades, including improvements in bathrooms and personal amenities and continuation of the brand's Embassy Essentials bedding upgrade program; and

Hotel services, new initiatives to upgrade property fitness centers and business centers.

“The additional enhancements we'll be making over the next three and a half years will further position us for growth to reach 300 hotels by the year 2010, as well as help us maintain the leading performance premiums we currently enjoy as a brand,” says Jim Holthouser, senior vice president, brand management for Embassy.

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