Sleep Inn Brand Unveils Prototype Evolution
LAS VEGAS, May 11, 2016 — Sleep Inn, an all new construction brand and leader in the midscale lodging segment has revealed the latest evolution of its successful prototype. The concept builds upon the current prototype, which has demonstrated great appeal for its simply stylish aesthetic as well as its cost effectiveness to build and operate. The enhanced look and feel has evolved to meet the changing tastes and behaviors of travelers while still remaining cost neutral to today’s already efficient prototype. Leaders of the brand, which is franchised by Choice Hotels International, Inc. (NYSE: CHH), one of the world’s largest hotel companies, made the announcement during the Choice Hotels Annual Convention in Las Vegas attended by nearly 6,000 Choice Hotels franchisees and hospitality professionals.
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DESIGNED TO DELIVER
Since first rolling out its Designed to Dream prototype and system-wide renovation initiative in 2010, the Sleep Inn brand has delivered a consistency of quality which reassures both guests and developers. Travelers consistently rank the Sleep Inn brand at the top of its segment in guest surveys, indicating that they are not only likely to return, but also likely to recommend the Sleep Inn brand to others. As a result, Sleep Inn continues to steal share from competitor brands, generating RevPAR growth that has outpaced the midscale lodging segment every year for the last five years, driven by increases in both average daily rate and occupancy. In terms of development growth, there are currently 75 Sleep Inn projects in the pipeline which means the Sleep Inn brand now accounts for more than 20-percent of the midscale segment pipeline.
STILL SIMPLY STYLISH
The Sleep Inn brand strives to be highly selective and purposeful about which design trends to pursue and to what degree. Decisions ensure the direction reflects the Sleep Inn brand’s upbeat personality and brand promise to ‘Dream Better Here’ while keeping cost efficiencies top of mind.
“The simplicity of the Sleep Inn brand’s prototype is attractive to both guests and owners in a marketplace where other brands are pursuing polarizing and fast-to-fade designs that are more impractical than simple,” said Anne Smith, vice president of brand strategy for Choice Hotels. “In our research, travelers consistently tell us that they love what we’ve done with Sleep Inn. This prototype evolution equips us even more to appeal to customers who are making snap decisions based on first impressions.”
AHEAD OF TRENDS
Prototype changes will introduce simply stylish exterior updates to help signal to travelers what awaits them inside. The brand’s signature Sleep Inn tower has evolved to become more sleek and modernized to heighten guest interest. Additional drivers of cost effectiveness include a slimmed down porte cochere, a warm gray exterior, LED accent lighting in the signature Sleep Inn brand color, and nature-inspired door appliques to make an immediate impression upon a guest’s arrival.
Based on consumer insights that guests are seeking places to work and gather outside the guestroom, the interior evolution features a stylish open public area with versatile seating, including a communal table with built in charging capabilities along with semi-private banquettes, to support additional use throughout the day. Customized artwork highlighting the local area complements the Sleep Inn brand’s signature accent wall and nature-inspired black and white photography. The guestroom remains a serene sanctuary now offering slimmed down furnishings, a smartly designed partially open closet that balances style and function, and beds with decorative white triple-sheeting. These new décor elements combine for an overall aesthetic rooted in elegant simplicity—timeless, not trendy.
Further, the introduction of more energy-efficient LED lighting and materials such as luxury vinyl tile and carpet tile options will reduce ongoing maintenance. These features underscore the Sleep Inn brand’s unwavering commitment for hotels to be smartly designed and cost efficient to build, operate and update.
Source: Choice Hotels / May 11, 2016