ATLANTA, Oct. 14 / Holiday Hospitality (formerly recognized as Holiday Inn Worldwide) announced today that it will enter the extended-stay market with the introduction of the industry's first global extended-stay brand, Staybridge Suites(sm) by Holiday Inn.

Backed by its parent company, Bass PLC, Holiday Hospitality will break ground on its first Staybridge Suites property in the U.S. by year's end, and plans to have 200 franchised and owned locations with a total of 21,000 suites worldwide by 2002. Initial global opportunities include the United Kingdom, France, Germany, Mexico and Canada, with Asia Pacific and emerging markets further down the line.

"Staybridge Suites by Holiday Inn is the latest example of how Holiday Hospitality offers branded solutions for different travel needs," said Thomas R. Oliver, chairman and CEO of Holiday Hospitality. "Staybridge Suites gives us a powerful worldwide complement to our brand portfolio. We look forward to giving extended-stay travelers all over the world a chance to stay with Holiday Inn – a name they know and trust. In addition, we're now able to offer Staybridge Suites to franchisees worldwide. Our franchisees realize that when we enter a market segment, we're in it for the long haul. Staybridge Suites by Holiday Inn is no exception."

Growth Expected to Continue in Extended-Stay Market Staybridge Suites by Holiday Inn is part of the fastest-growing market segment in the lodging industry. Only a decade ago, the extended-stay market had just three brands and about 100 hotels. Today, more than 20 brands make up this market segment with approximately 500 hotels.

According to industry analysts at Bear, Stearns & Co. Inc., and Smith Travel Research, extended-stay demand increased 17 percent in the first quarter of this year from the same period last year. In comparison, the demand growth rate of the entire U.S. lodging industry during that same period was less than five percent. Despite this exceptional growth, it is estimated that demand still exceeds supply by a ratio of nine to one. Therefore, the extended-stay market is projected to grow at a rate of seven percent during the next five years.

"As the number of 'virtual' employees in the workforce continues to rise, there will be more business travelers away from home for longer periods of time," said Jim Anhut, senior vice president of Staybridge Suites by Holiday Inn. "Also, there are more retirees and leisure travelers who are seeking the flexibility and value afforded at an extended-stay hotel. Since more than 70 percent of these travelers stay at a hotel five or more nights at a time, they have different needs than 'traditional' hotel guests. They quickly need to become acclimated to the town they are visiting and stay in an environment with a home-like atmosphere. The services and amenities each Staybridge Suites hotel offers will help our guests relax and span the days until they're home again."

Staybridge Suites by Holiday Inn hotels will be designed to complement their surroundings, using contemporary residential architecture. Each property's public space will offer guests an inviting "family room" atmosphere in which to relax and socialize.

"One of the great things about Staybridge Suites by Holiday Inn is that our franchisee community and consumer base have helped us design several aspects of the hotel," said Anhut. "The result – a hotel that's residential in character, appealing to the needs of extended-stay travelers worldwide. For example, one of our unique features is suite customization. Using the remote control and television set, guests can select the suite floor plan they prefer, and we'll rearrange the furniture to suit their needs and comfort. This is just one way we are providing the services extended-stay guests want, in a way that's convenient for them."

Each suite will have a two-line speaker phone; voice mail; conveniently- located electrical outlets; interactive television; fully-equipped kitchen; sleeper sofa; electronic key card access; plenty of storage space; and a well- lit working area that includes a data port, ergonomic seating and all the necessary business hardware within reach.

Guest amenities will include complimentary breakfast; evening socials; exercise facilities; guest laundry; an outdoor courtyard featuring a swimming pool and recreation court; an on-site convenience store; a private secure storage area for guests; E-space – electronic entertainment; and an automated guest services kiosk, allowing guests to check-in/out and obtain information on local attractions automatically.

Holiday Hospitality has developed a turnkey success program for its franchisees. This includes prototype architectural plans, provided on diskette or CD ROM; support training programs for owners, general managers, guest service representatives and sales teams; a dedicated toll-free reservations line; and direct booking capabilities through the Internet at www.staybridge.com.

"Since the extended-stay market is so unique, we've developed extensive training and support programs at the property level," said Anhut. " In fact, our staff of extended-stay market analysts actually will go to Staybridge Suites properties three or four times a year to help them define their targets and provide the necessary tools to be the market leader."

Staybridge Suites by Holiday Inn also will participate in Holiday Hospitality's Priority Club Worldwide frequent traveler program. Priority Club is one of the largest programs of its type, with more than four million members around the world.

Staybridge Suites by Holiday Inn joins the Holiday Hospitality franchise family of Holiday Inn and Holiday Inn Express hotels, as well as Crowne Plaza Hotels and Resorts.

Holiday Hospitality Corporation, the hotel business of Bass PLC of the United Kingdom, operates or franchises more than 2,300 hotels and 390,000 guest rooms in more than 60 countries and territories.

NOTE: The following service marks are owned by Holiday Hospitality Corporation, its subsidiaries or affiliates: Holiday Inn(R), Crowne Plaza(R), Holiday Inn Express(R), Holiday Inn Select(R), Holiday Inn Garden Court(sm), Holiday Inn SunSpree(R) Resorts, Holidex(R), Holidome(R), Priority Club(R), Crowne Plaza Preferred(R), Staybridge Suites(sm) and e.space(sm).

Holiday Hospitality Corporation offers information and reservations capability on its pages on the World Wide Web of the Internet – www.holiday-inn.com for Holiday Inn hotels, www.crowneplaza.com for Crowne Plaza Hotels and Resorts and www.staybridge.com for Staybridge Suites by Holiday Inn.

Kerri Wightman, 770-604-5597
Holiday Hospitality