Lodging guests appreciate the value of a free breakfast and prefer familiar brand names. That's the conclusion Cendant Hotel executives reached in revamping its breakfast programs to offer a standardized continental breakfast. The result is the recent launch of the Days Inn Daybreak Breakfast program and Howard Johnson's Rise & Dine program.

“Breakfast is becoming more of an expected amenity,” says Nancy Poor, senior vice president of Cendant's Preferred Client Group. “Guests want to know what they're getting and have a level of confidence that it will be of a certain caliber and consistent when they travel from property to property.”

The company conducted online and field consumer surveys that revealed the following:

• 92 percent of Cendant hotel customers expect free breakfast with their stay.

• 88 percent of Cendant hotel customers want items with familiar brand names.

• Seven out of 10 guests said breakfast would influence their choice of hotel in the future.

The Cendant Hotel Group has entered into agreements with “best-in-class” partners for a branded, consistent breakfast experience for hotel guests. Minute Maid juice, Folgers coffee and Kellogg's cereals are nationally recognized products that will now be a mandatory part of the complimentary breakfast offerings to Days Inns and Howard Johnson guests. The program was designed to assist the brands in achieving consistency and to provide a substantial cost-savings opportunity for franchisees. There will also be opportunities for national and local co-branding efforts with these partners.

Cendant's Ramada, Super 8, Travelodge and Wingate brands will follow suit by launching their breakfast programs early this year. While there will be a new breakfast display at every hotel to offer consistent presentation, these brands will offer the branded products on a voluntary basis.