RAMADA PLOTS ITS COMEBACK

Several years ago, Cendant Hotels launched a long and arduous project to return glory to its once-proud Ramada brand. The brand took another large step at its franchisee conference last month in Las Vegas with the rollout of the second phase of a brand repositioning strategy.

The initiative, which includes product enhancements in bath, bed and breakfast, will be accompanied by higher levels of franchisee support, revenue management training and brand marketing. Last year, Ramada kick-started the repositioning with the introduction of new logos and mandates for high-speed Internet access, continental breakfast service and upgraded bathroom amenities.

Ramada President Keith Pierce says the new standards are the first steps to get the brand “back into the competition” in the mid-market lodging segment. “Now, we must make sure we get consistency and compliance from franchisees on what we've asked them to do. It will take a lot of rigor, but it must be done.”

Plans for the brands overhaul began several years ago as part of Cendant's Project Restore, its ambitious and ongoing effort to refresh and reposition its lineup of flags. Hundreds of properties, including many Ramadas, were purged for failure to meet brand standards, fulfill financial obligations, or both. More recently, and more importantly, the company was able to secure worldwide ownership and rights to the Ramada system from Marriott International and Canadian company AFM Hospitality.

“Gaining complete control of the Ramada system was crucial,” says Pierce. “Because the brand was run by three different organizations for more than 15 years, it was difficult to promote it properly or to institute a common look and feel.”

With a new direction in place, Ramada has become more aggressive in its growth strategies, particularly for new-construction properties. Recent openings of new-construction Ramadas include properties in Clairemont and Airdrie, AB, Canada; East Moline, IL; and Lowell, AR. Another six projects are under construction, and 17 addition agreements have been signed.

Reprints and Licensing
© 2014 Penton Media Inc.


Acceptable Use Policy
blog comments powered by Disqus

Most Recent

More Recent Articles

Career Center

Quick Job Search
Enter Keyword(s):
Enter a City:

Select a State:

Select a Category:



http://lhonline.com/images/bulk_tv_logo.jpg
Franchise Fact File Top Brands
Brand Company Basics Top Management Companies
Owners & Operators Industry Consultants
Industry Associations Industry Events
Design Firms Purchasing Companies
Top Ownership Groups  


http://lhonline.com/images/bulk_tv_logo.jpg

Click here to view all of the Lodging Hospitality Photo Galleries



Accor Best Western
Carlson Rezidor Choice
Hilton Hyatt
IHG La Quinta
Marriott Starwood
Vantage Wyndham







Free Product Information
News and Trends for the Hotel, Motel, and Hospitality Markets.

Lodging Hospitality eReport
Lodging Hospitality electronic newsletters are FREE to requested subscribers.

Lodging Hospitality Resource Center
The Lodging Hospitality Resource Center is the ultimate resource to find products and services to build, equip, and renovate hotels, motels and resorts.

Subscribe / Renew
Visit our subscription center to subscribe or renew your subscription to Lodging Hospitality.

Webinars
Visit our webinars page to view all our upcoming and on demand webinars.

Whitepapers
Visit our White Papers page to view all our current White Papers.