Underscoring its brand philosophy of listening and responding to guest needs, Wyndham International, Inc. (AMEX:WBR) announces a newly redesigned concept for its all-suites brand, Summerfield Suites(R) by Wyndham. This new prototype, which features the addition of a studio design to complement the brand`s traditional one- and two-bedroom suites, is the result of focus groups that Wyndham conducted with business travelers to identify their changing needs while on the road.
The newly designed Summerfield Suites is indicative of Wyndham`s history of conducting research to stay in touch with travelers` evolving needs. This approach has helped guide strategies for other award-winning Wyndham programs, such as WOMEN ON THEIR WAY(R) and Wyndham ByRequest(R), as well as helped direct the company`s technology initiatives to meet the wired and wireless needs of meeting guests and business travelers.
“Summerfield Suites by Wyndham has become a leader in the all-suites category, currently commanding a 15-35 percent RevPAR premium over its competitors. To maintain its industry stronghold and continue to meet the changing needs of guests, Wyndham conducted focus groups to determine what travelers want from an extended-stay experience. Based on this feedback, we created the new concept complete with Wyndham`s signature programs and amenities, including ByRequest and grocery shopping services that make a long stint of training or relocation transition feel more like home,” said Joe Champ, executive vice president of business development/chief investment officer for Wyndham. “We know these strengths, combined with Wyndham`s strong brand loyalty, will be the foundation for a top franchise program and will help meet our goal of delivering the best possible returns for guests, franchisees, employees and shareholders.”
To celebrate the introduction of its new prototype, Wyndham currently is offering special incentives to developers who execute a franchise agreement in 2003. In addition to completely waiving the initial franchise fee, Wyndham is providing a technical services advisory package at no cost, and a reduction in the ongoing franchise royalty fee to two percent of room revenue in the first operating year, three percent in the second year and four percent thereafter. Development costs, exclusive of land and finance charges, begin at $81,990 per key.
The newly redesigned Summerfield Suites also meets the increasing need for an upscale, extended-stay product in urban and suburban areas by offering flexibility so properties can be constructed in both a traditional campus style, as well as a mid-rise design to meet the needs of the local market and to fit the property site. Additionally, this new concept takes the guesswork out of development by providing specifications for everything from beds to clocks to the breakfast area.
Summerfield Suites` redesigned guest rooms provide up to 820 square feet of space and are contemporary and fresh, offering bright yet light colors that balance with richly textured fabrics, giving guests the perfect blend of comfort and luxury. The guest rooms continue to offer The Room That Performs(SM) guestroom amenities, providing business travelers an environment to help them work efficiently in a state-of-the-art, comfortable surrounding that includes a large work desk with a high-performance, ergonomic Herman Miller(R) chair, two-line cordless telephone with voicemail and dataports, wired high-speed Internet access and Serta(R) mattresses with upgraded luxury bedding. A simple, efficient kitchen reminds guests of the comforts of home with its quality appliances.
In addition to the newly redesigned guest rooms, the Great Room - the hotel`s registration area as well as the primary meeting and social area of the property - has been redesigned, offering guests a comfortable spot to enjoy the complimentary breakfast buffet or evening social hours. The Great Room`s focal point is the beautiful large natural stone fireplace that envelops the room with warmth and encourages guests to dawdle just a little longer and mingle with other guests. Natural materials are used with a warm walnut hardwood floor in the Great Room with hand-knotted Tibetan area rugs throughout for extra opulence. Various styles of oversized furniture define the Great Room and allow the space to be used for multiple functions throughout a guest`s stay. This large room welcomes guests at check-in, relaxes them with comfortable seating groups to sit and enjoy a conversation by the fire, and provides a quality eating experience unlike any other within the extended-stay market.
Champ added, “The new concept combines all of the elements of the Wyndham flag that travelers have come to expect. The strength of the Wyndham brand combined with a franchise-friendly program is a recipe for expanding Wyndham`s market reach and significant growth in the next five years.”
The new Summerfield Suites will continue to offer superior amenities and distinctive personalized service that are synonymous with the Wyndham brand, including high-speed Internet access, fitness centers, pools, sports courts, business services, extra meeting space, grocery shopping service, movie rentals, 24-hour convenience store, dry cleaning service and laundry facilities.
Wyndham`s commitment of guaranteed satisfaction is proven through its unique guest recognition program, Wyndham ByRequest, offering members free domestic long-distance in the continental United States, local calls, Internet access, photocopying and faxing services every time they stay at a Summerfield Suites by Wyndham or other Wyndham-branded property(a). This is in addition to the distinctive, personalized services that ByRequest members already receive, whether it`s their favorite snack, ingredients for their favorite meals, their preferred newspaper or extra feather pillows.
Summerfield Suites by Wyndham offers upscale, all-suites accommodations complete with signature Wyndham amenities and services in a unique residential-style setting in urban and suburban markets. Summerfield Suites by Wyndham is owned and managed by Wyndham International, Inc.
Wyndham International, Inc. offers upscale and luxury hotel and resort accommodations through proprietary lodging brands and a management services division. Based in Dallas, Wyndham International owns, leases, manages and franchises hotels and resorts in the United States, Canada, Mexico, the Caribbean and Europe. For more information, visit www.wyndham.com. For reservations, call 800-Wyndham. (a) Free in-room domestic long distance calling is limited to ordinary personal and business requirements. This benefit is not available for purposes of telemarketing, political solicitation, or other improper uses—as determined by Wyndham at its sole discretion. Wyndham reserves the right to suspend or terminate membership on some or all Wyndham ByRequest benefits at any time without notice. Free local and long distance calls, faxes and copies in the 48 contiguous states; does not include charges to Alaska or Hawaii.