Low Participation in the Economic Stimulus Plan Now (ESPN) is Testimony to the Strength of Americas Best Value Inn’s Brand Affiliation Model
When Americas Best Value Inn® initiated its Economic Stimulus Plan Now (ESPN), a proactive financial assistance program that allows qualifying members relief from certain monthly membership fees, the brand was prepared to help many of its members. Yet the phones rarely rang and the e-mails requesting assistance barely trickled in. In fact, only seven percent of the 900+ properties felt it necessary to apply for the ESPN program.
Does that mean ESPN is a failure? Quite the contrary. The fact that only 63 properties from the ninth largest limited-service hotel brand in the world requested financial assistance during one of the worst economic times in recent history is testimony to the strength of Americas Best Value Inn’s unique Brand Affiliation Model that provides owners with low, flat fees; short-term contracts; no liquidated damages; and a voice and a vote in the brand’s direction.
“Quite simply, we are not affected by a fluctuating economy or revenue drops,” said Roger Bloss, CEO, President and Founder of Vantage Hospitality Group, Inc., parent company of Americas Best Value Inn, Canadas Best Value Inn®, Chinas Best Value Inn® Value Inn Worldwide®, and Lexington Collection®.
When Americas Best Value Inn was launched in 1999, the economy was experiencing steady growth, unemployment was low, and a recession was something from the past. Hotel occupancy was high and consistent, leading many hotel owners to wonder why they should pay up to 14.5 percent of their revenue in franchise fees. Americas Best Value Inn’s unique Brand Affiliation Model allowed those owners to convert and pay low, flat fees, thus keeping more revenue in their pockets while maintaining occupancy levels through comprehensive resources.
Fast forward to 2010 and Americas Best Value Inn has continued to prosper and grow through one of the worst economic times in recent history because, once again, its Brand Affiliation Model and low, flat fees, provide an alternative to cash-strapped hotel owners who need lower fees, yet require a consistent level of service and resources to be prepared for the upturn in the economy that is slowly making its way.
For owners who do request assistance through ESPN, they may qualify for an abatement of certain monthly membership fees in exchange for extensions of their membership contracts to ensure adequate time to feel the effects of the assistance provided. Revenue management-focused programs are offered and tailored to the individual property’s needs and members of Vantage’s corporate team are in constant contact with the property to guide the owners and staff in the right direction.
“Although only a few of our properties have applied for the ESPN program, the fact remains that this program has kept some of our members out of foreclosure and poised to capitalize on the economic upswing. It doesn’t matter if it’s one owner who needs help or 900 owners, we look out for our members,” said Bloss.