Country Inns & Suites - Carlson
Country Inns & Suites - Carlson
Country Inns & Suites - Carlson
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Ambition 20151.Establish clear,2.compellingpositioningfor each brandOperationalizethe brandpromises4.3.Win therevenue battleAcceleratedevelopment5. Build a global team and organization4
Where Does <strong>Country</strong> <strong>Inns</strong> & <strong>Suites</strong>Fit in the <strong>Carlson</strong> Hotels Portfolio?LuxuryUpper / Upper UpscaleMidscale with F&BMidscale without F&BEconomy5
Welcome to Deliver the BrandPromise <strong>Country</strong>1.Establish clear,2.compellingpositioningfor each brandOperationalizethe brandpromises4.3.Win therevenue battleAcceleratedevelopment5. Build a global team and organization7
Product and ServiceInnovation8
Key 2010 ProgramsEnhanced Friends HostingFriends Recognition ProgramNew Employee Uniforms9
Key 2010 ProgramsGuestroom OperatingSupply RefreshNew Breakfast Program10
Our Culture is Our Foundation11
Engaging Our Hotel EmployeesBe Our Guest! Hotel Employee Recognitions20,00015,00010,0004,6008,00015,0005,00002007 2008 200927,600 Recognitions Since Program Inception12
Does Our Focus on Engagementand Recognition Produce Results?Employee Engagement Index 2009100806040200<strong>Country</strong> <strong>Inns</strong>& <strong>Suites</strong>76 73Hospitality Norm66Kenexa Norm13
Legacy Exterior Design16
Today’s Exterior Design<strong>Country</strong> Inn & <strong>Suites</strong> By <strong>Carlson</strong>,San Marcos, TX<strong>Country</strong> Inn & <strong>Suites</strong> By <strong>Carlson</strong>,Summerville, SC17
Legacy Interior Design18
Today’s Interior Design19
Legacy Interior Design20
Today’s Interior Design21
We Walk the TalkSince 20053<strong>Country</strong> <strong>Inns</strong> & <strong>Suites</strong>has reinvested overUSD 25 million inowned and managedproperty capitalimprovements22
Have Customers Noticed OurEmphasis on Product and Service?108.52 8.55 8.61 8.727.58.44 8.46 8.518.6052.502006 2007 2008 2009Guest Satisfaction IndexProduct Performance Index*A .02 change in Brand Guest Satisfaction Index is statistically significant 23
Does Renovating Impact a Hotel’sGuest Satisfaction Index?Comparing pre / post renovationGuest Satisfaction Index, fullyrenovated hotels have improvedGuest Satisfaction Index by anaverage of .37*On a brand-wide perspective, a .02 change in Guest Satisfaction Index is statistically significant.24
Does Better Guest Satisfaction Index MakeAny Difference to an Owner?For an Average 80 Room <strong>Country</strong> <strong>Inns</strong> & <strong>Suites</strong>,This Amounts to a Difference of More ThanUSD 202,000 in Annualized RevenueGuest Satisfaction IndexRevPAR9.108.10USD 46.1025.9% VarianceOver Bottom 20%USD 36.60Top 20% Bottom 20%2009 Results for North American comparable hotels, Medallia sample size ≥ 7025Top 20% Bottom 20%
Welcome to Ambition <strong>Country</strong>1.Establish clear,2.compellingpositioningfor each brandOperationalizethe brandpromises4.3.Win therevenue battleAcceleratedevelopment5. Build a global team and organization26
Why has the <strong>Country</strong> <strong>Inns</strong> & <strong>Suites</strong> BrandGrown Steadily with Many Repeat Investors?• Our revenue generation systems have worked well over timeand continue to improve– Our systems delivered 39.6% of total revenue to our hotels in 2009,a new high• Our training and support systems have been proven over time– Strong Guest Satisfaction Index and employee engagement improvements27
The Time to Start Planning Your Next<strong>Country</strong> <strong>Inns</strong> & <strong>Suites</strong> Hotel is Now• A challenging 18 months– Capital scarcity– Unprecedented RevPAR declines• Opportunities on the horizon– Most analysts predict stabilization and mild RevPAR increases– Proposed increase in Small Business Administration financing caps• Over time, the <strong>Country</strong> <strong>Inns</strong> & <strong>Suites</strong> financial model hasbeen successful28
The <strong>Country</strong> <strong>Inns</strong> & <strong>Suites</strong> Financial Model –An IllustrationEstimated Total CostFinancing (25% Equity)Estimated Average Daily RateEstimated Average OccupancyBetween USD 52,563 and USD 81,766 with land costs of betweenUSD 5 and USD 17 per square foot(Model uses mean of USD 67,165 for estimated total costs,plus land cost mean of USD 11.5 per square foot)7% rate with a 20 year amortization scheduleUSD 84.50 (for projected 2012 opening)60% (10 year average)Estimated Gross Profit Margin 45%Internal Rate of Return19%, with a 10% cap rate on sale*The above analysis is based on averages and projections that may or may not occur, and your return may differ substantially.29
<strong>Country</strong> <strong>Inns</strong> & <strong>Suites</strong><strong>Country</strong># HotelsUnited States 458Canada 14India 11Mexico 2All Others 5Total 490As of: 12/31/200930
In 2010, Celebrating Our 500 th Hotel31
Development Ambition – 2015• Additional developmentresources• Ambition to achieve aportfolio of 750 to 1,000properties globally*Aspirational strategy and not a Franchisor performance claim32
Future Targeted Development Focus<strong>Country</strong> / RegionUnited StatesIndiaCanadaMexico33
When it All Fits Together…1.Establish clear,2.compellingpositioningfor each brand4.Win therevenue battle3.Operationalizethe brandpromisesAcceleratedevelopment= Winning Brand5. Build a global team and organization34
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