SRS Embraces the World

Brand clarity is probably the most crucial marketing tool in today's lodging industry. It was one reason the former SRS-Worldhotels changed its name to Worldhotels at the end of January. The 500-property, 70-country sales, marketing and distribution organization started 35 years ago as a reservations service for Steinenberger Hotel Group. While Steinenberger is still a client, the system's reach, coverage and services extend well beyond that legacy.

“We provide sales, marketing and distribution, but in reality we've been closer to being a full-scale brand than just a res service,” says CEO Michael Ball. “The name change and our new logo complete the process.”

The name change also allows Worldhotels to target growth in specific regions — such as the Americas — without fighting the perception that it is primarily a Europe- or Asia-focused company.

Under former Carlson executive Tom Griffiths, the Americas region gained 20 new properties last year. He plans to continue targeting independent full-service properties looking for a flag as well as “refugees who are looking for an alternative to the long-term commitments of other brands.

“We view the relationship with our members as a partnership,” says Griffiths. “And whereas the traditional brands take a percentage of the gross in royalties, our fees are based on the business we produce for our members.”

The company recently opened an office in Phoenix to focus its growth efforts on the West Coast. While Griffiths is committed to expanding in the Americas from its present 80-plus properties, “we must do it with discipline. We'll only add the right hotels in the right destinations.”

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.