The Designed to Dream program includes a simply stylish new-build prototype and cost-effective renovation program for existing Sleep Inn hotels across the United States. Launched in May 2010, the Designed to Dream concept is driving increased customer satisfaction scores, new construction for Sleep Inn hotels and higher average performance.
Sleep Inn currently ranks at the top for new construction within the Choice Hotels family of 11 brands. In 2012, executed deals and new construction applications for Sleep Inn jumped 145% and 186%, respectively, compared to 2011, paving the way for continued robust growth this year and next. The growth is fueled in part by the refresh program, with renovated Designed to Dream hotels experiencing higher average performance over and above expected performance.
“We are finding guests really love the clean, modern look and feel of Designed to Dream hotels. In fact, recent in-depth research has determined that guests who stay at a Designed to Dream hotel are more likely to return to Sleep Inn hotels,” said Mike Varner, head of domestic brand management for Sleep Inn. “Developers also find the new prototype attractive. It was designed to offer lower construction and ongoing operating costs than other midscale brands providing the opportunity for a greater return on investment for our franchisees.”
From the floors of the company’s 59th Annual Convention in Los Angeles, the brand revealed the 100th Designed to Dream® property is the Sleep Inn & Suites, Midland, Texas. David Burton, the owner of this hotel, not only completed the design refresh, but also expanded the property with 51 more guest rooms. In addition to this property, Burton owns two other Sleep Inn hotels in Texas, the Sleep Inn & Suites Tyler and the Sleep Inn & Suites Round Rock outside Austin. The Sleep Inn & Suites Round Rock was opened in 2010 and was awarded the brand wide elite distinction of Sleep Inn Hotel of The Year in 2012.
“There are so many hotel brands out there to choose from, but I own three Sleep Inn properties. That’s probably the best endorsement I could give,” said David Burton, executive vice president of the Burton Hotel Group. “The new look and feel of the Designed to Dream package is making the brand better than ever – for franchisees like me, as well as our guests. It is an all-around win. The guest feedback about the contemporary look and feel has been phenomenal and the smart new design means lower construction and operating costs.”
At 100 strong, travelers can now find the Designed to Dream concept today in Sleep Inn hotels in large and small markets across the country. The stylish, residential design scheme features soft lighting; warm colors; and soothing, nature-oriented artwork. All new Designed to Dream hotels feature guestrooms with plush bedding, sleek furnishings, as well as Sleep Inn signature showers, large workspaces with ergonomic chairs and high-definition flat-screen televisions. Designed to Dream lobbies offer a flexible, open floor plan, free internet as well as sleek, comfortable chairs and couches where guests can gather to work, relax and socialize. While the hotels’ underlying color palette is neutral and timeless, each lobby is punctuated by an accent wall with bright hues and large-scale graphics inspired by regional landscapes.
These new touches are paying off and travelers are taking note. In-room satisfaction surveys in 2012 show that nine out of 10 guests would recommend a Designed to Dream hotel to people they know. The brand has also earned kudos for delivering excellent value while prioritizing guests’ comfort, most notably with a 2012 recommendation from the editors of Budget Travel magazine.
The fresh, new look and feel coupled with the Sleep Inn brand’s signature “Dream Tips” found throughout the hotels add to an overall experience that helps guests feel happy and well rested. “Dream Tips” include friendly words of advice such as: “Rest fashionably – wear your socks to bed. They help regulate body temperature for a more satisfying night’s rest.”
Signature Sleep Inn amenities add to the guest value. Among these comforts and conveniences: many hotels offer the free Morning Medley hot breakfast buffet, free internet, free parking and fitness centers and/or swimming pools.