Days Inn Brand Debuts Innovative Resources, Refreshed Marketing Campaign
February 16, 2009 // Franchising.com // Orlando, Fla. — The Days Inn® brand made it clear to hotel owners attending the chain's worldwide conference here today that it continues to be 'The Best Value Under the Sun' by providing them with resources that will help enhance the guest experience and encourage travelers to stay at Days Inn properties.
The chain unveiled two innovative, online tools that will make it easier for franchisees to train staff and adhere to brand standards, and it debuted a refreshed marketing campaign designed to evoke an emotional response from travelers.
Hotel owners will be able to use a virtual hotel training module to coach front desk, housekeeping and maintenance staff on how they can serve as welcoming hosts for all guests. The module will first teach employees how to deliver a warm and friendly experience and then assess employee interactions with a virtual guest.
Days Inn President Ken Greene said, "We must ensure that every employee is trained, confident and prepared to serve as a brand ambassador. How well employees respond to various interactions will determine how well they deliver on the Days Inn 'Sure as the Sun' promise, the brand's service pledge. These cutting–edge resources will help prepare them."
This year, the brand will also introduce an interactive online site on which property owners can learn about the latest brand standards as well as link to preferred vendors. As an example, franchisees can visit a virtual front desk to learn about front desk wardrobe standards or visit a virtual hotel room to learn about in–room amenity standards.
Aly El–Bassuni, Days Inn vice president of operations, said, "The fundamentals of this business are great service and a good product and we've provided owners with the tools to deliver on both of these."
The brand recently underwent a multi–year system update which included the introduction of the signature DayBreak® Breakfast program, SolTerre® bed and bath amenities and free high–speed Internet service.
Now, the brand is telling guests that they can expect not only a quality product but also a sunny experience when they stay at a Days Inn hotel through its marketing campaign themed 'Here Comes the Day.'
"We've evolved our campaign to focus on the emotional benefit of staying with Days Inn," said Heny Gabay, Days Inn vice president of marketing. "Days Inn value means more than just a fresh and free breakfast that fills up our guests. It means a warm feeling that fills up their hearts."
The integrated campaign, to be featured on T.V., radio, print and online media channels, features images of the softness of the morning and guests looking forward to a new day with confidence. It also includes a new song, "Here Comes the Sunshine,' composed, written and sung by Jess Penner.
Days Inns Worldwide, a member of the Wyndham Hotel Group family of lodging brands, is a chain of economy hotels featuring complimentary high–speed Internet access, SolTerre® bath amenities and weekday newspapers. Select properties offer complimentary DayBreak® continental breakfast and restaurants, meeting rooms, banquet facilities, copy and fax services, swimming pools and fitness centers.
Reservations and information are available by calling (800) 329–7466 or by visiting www.daysinn.com. Days Inn hotels are independently owned and operated under franchise agreements with Days Inns Worldwide, a subsidiary of Wyndham Worldwide Corporation (NYSE: WYN).