SILVER SPRING, Md. (June 12, 2003) -The Sleep Inn hotel brand, a limited service hotel brand franchised by Choice Hotels International, Inc. (NYSE:CHH), was named the top ranked economy brand in the Market Metrix Hospitality Index (MMHI) for the first quarter of 2003. This marks the third time that Sleep Inn, which features all new construction hotels built to prototype standards, has earned MMHI`s top economy hotel slot since the index began in the third quarter of 2001. The survey also revealed that Sleep Inn ranked 29th in customer satisfaction among all (135) surveyed brands, ranging from economy to upscale and luxury.
“Sleep Inn has essentially dominated the economy segment since we started,” said Jonathan Barsky, Ph.D. and partner, Market Metrix. “The economy segment is hard to win and the fact that Sleep Inn has won half of all quarters makes Sleep Inn a category leader.”
Another significant finding, according to Barsky, is that Sleep Inn guests are seeing their expectations met or exceeded more often than any of the other brands in the economy segment.
MMHI, a quarterly report of customer satisfaction with 135 hotel brands, 25 airlines and 11 car rental companies, is based on 30,000 in-depth consumer interviews and produced by Market Metrix, LLC, the leading provider of market research services for the hospitality industry.
Guests are required to evaluate the actual travel experience in terms of their prior expectations. Top hospitality brands are ranked by industry; hotels are ranked by category (luxury, upscale, upper mid-price, mid-price, economy, extended stay, casino and upscale casino).
The customer satisfaction score is the average score of 13 product and service questions and is highly correlated with repeat behavior and word of mouth recommendation. Sleep Inn ranked first on the customer satisfaction index for the economy brand segment based on guest evaluation of room and bathroom cleanliness, lighting, TV functioning, bed, furniture, value for price, friendliness of front desk staff, check-in efficiency, employees` knowledge of hotel & facilities, friendliness of reservation agent, accuracy of reservation information at check-in and if hotel telephones are answered quickly.
Other Sleep Inn Findings:
* Sleep Inn ranked first in customer satisfaction in its 21-member economy comparison group, which included Baymont Inns and Suites, Days Inn, Howard Johnson, La Quinta Inns, Microtel Inns and Motel 6.
* Sleep Inn scored above average in customer loyalty and on loyalty emotions, factors that indicate a guest`s likeliness to stay at a property again and willingness to recommend that property to others.
There are more than 300 Sleep Inn hotels in the U.S. and 12 international Sleep Inn hotels. Sleep Inn is an all-new construction hotel brand built to prototype standards with state-of-the-art rooms and amenities. Sleep Inn hotels are designed to be user friendly and to meet consumer demands while minimizing construction and labor costs. Most guest rooms offer Sleep Inn`s signature curvilinear shower, spacious work areas with task lighting, convenient desk height electrical outlets, large desk, remote-controlled color TV, electronic door locks and telephone with data port. Some Sleep Inn hotels feature pools, exercise facilities and meeting/hospitality rooms. All Sleep Inn hotels offer a 100 percent guest satisfaction guarantee and a complimentary continental breakfast.
Choice Hotels International, Inc. (NYSE:CHH), one of the world`s largest lodging franchisors, franchises more than 5,000 hotels open and under development in 48 countries, marketed under the Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Econo Lodge, and Rodeway Inn brand names. For more information, visit www.choicehotels.com .
For more information on Market Metrix, log onto www.marketmetrix.com or call 1-800-239-7515.
Choice Hotels, Choice Hotels International, Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Econo Lodge, Rodeway Inn, Choice Privileges and 1-800-4CHOICE are proprietary trademarks and service marks of Choice Hotels International.