Park Inn, part of Carlson Hotels Worldwide, today unveiled an innovative
new hotel concept for North America that sets the stage for the economy
hotel chain to emerge as Carlson`s newest growth brand. Described as
contemporary and comfortable with a bold use of color, the new Park Inn
concept was announced today at a news conference at the America`s Lodging
Investment Summit (ALIS) in Los Angeles.
“We are very excited to introduce a new generation hotel product for the
economy segment of the lodging industry,” said Trudy Rautio, president of
Carlson Hotels Worldwide, the Americas. “By focusing on key customer touch
points and an energized, carefully defined brand concept, we expect to
distinguish the Park Inn brand from the field of competitors in this
segment of the industry,” she added.
Carlson Hotels Worldwide completed the total acquisition of the Park Inn
brand from its joint-venture partner in 2003.
Nancy Johnson, brand leader for Park Inn and executive vice president of
select-service hotels for Carlson Hotels Worldwide, said the new Park Inn
concept is based on in-depth customer research and extensive brand
positioning work that Carlson conducted over the past year. “The voice of
customer has been the guiding force in creating this new concept for the
Park Inn brand,” Johnson explained.
“As a result, we expect the new Park Inn hotel concept will bring a
refreshing and contemporary new level of hotel experience to the economy
segment,” said Johnson. “Our customers told us that they wanted the new
Park Inn to provide a fresh feel for an unencumbered stay at a reasonable
cost,” she said. “They also expressed a need for more consistency from
hotel to hotel, plus a desire for a few pleasant surprises. The new Park
Inn will deliver on all of those desires,” Johnson added.
Carlson expects that construction will begin on the first prototype Park
Inn later this year. The estimated construction cost for the new concept
will be $38,000 to $42,000 per guestroom. Development projections for the
Park Inn brand call for 160 Park Inn locations in the Americas in the next
five years. Rates for Park Inn guestrooms are expected to average between
USD $45 to $70 per night.
The new hotel concept brings to life the colorful Park Inn logo that was
launched last year. The logo includes a color bar of multi-colored blocks
of red, gold, teal and blue—design elements that are integrated in
unique ways throughout the new hotel concept.
Park Inn Signature Customer Touch Points:
The signature touch points of the new Park Inn concept are the bed, shower
and lighting design.
Bed: The signature bed includes an enhanced pillow top inlay pad over a
mattress that is of a quality and comfort above the competitive set for
Park Inn. Sheets are a 180-thread count standard and pillows contain a
“touch of down.” The bed covering is double-sheeted with a duvet and white
synthetic feather blanket.
Shower/Bath: The bathroom is bright and inviting with cobalt blue accents
in both the floor tile and artwork. The towels will be thicker and higher
in quality than traditional economy guest expectations. The unique
hookless vinyl shower curtain mounted on a crescent-shaped shower curtain
rod has a modern design and the distinctive showerhead offers guests a
refreshing shower experience. Both are innovative for hotels in the
Lighting Design: The signature lighting is modern and offers a combination
of task and ambient lighting options, depending on guest preference, and
better overall illumination. The lobby offers an abundance of natural
light enhanced by free-form track lighting for a welcoming, comfortable
Park Inn is a unique hotel brand offering a relaxed environment in the
economy category and is poised for aggressive global growth. Park Inn
serves a wide range of guests in suburban and leisure destinations,
offering a free, light on-the-go breakfast. The brand offers a hotel
experience that satisfies the needs of both business and leisure travelers
that is typically not found in economy hotels. There are currently over 70
Park Inn locations in 11 countries worldwide, with more than 30 in North