A NEW MORNING AT CENDANT
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.
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