Country Inns and Suites Development Brochure

A new generation
with new opportunities.
brand story
Together we can
write your
success
story
Country Inns & Suites By Carlson SM is a leading upper-midscale brand
committed to providing a caring, consistent and comfortable experience. Our
470+ global properties provide guests with a touch of home and hospitality that
goes the extra mile. We support our franchisee partners with a strong product,
experienced resources, tools and training to help drive their business.
Our commitment extends to the support we provide our franchise partners. We
have revised our franchise offering, streamlined our hotel systems, and offer
experienced resources and proven tools for support.
We are growing and evolving our brand by updating our visual identity, hotel
architecture and interiors. Our revitalized brand is designed to appeal to a
broader audience while retaining the loyal customers who have stayed with us
for years. Our refreshed brand includes an exciting new prototype with
contemporary design.
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A contemporary approach
to classiC
design.
design
approach
The evolution of
Country Inns & Suites.
While we take pride in the success of the Country Inns & Suites brand, only
continuous improvement can safeguard our longevity. Our guests are extremely
loyal and aren’t shy about sharing feedback with us via our Medallia surveys and
other ongoing dialogues. With this deep understanding of their preferences—and
our vision for the evolving nature of the brand—we’ve updated and revitalized the
fourth generation of Country.
We are excited to share a glimpse of our new look. It includes all-new contemporary
hotel architecture and interiors, as well as a modernized brand identity. We’ve
retained much of the classic design that makes our guests feel at home but refreshed
it with a modern, clean and welcoming aesthetic.
This next phase of our development will appeal to our brand loyalists as well as
a broader demographic that includes business travelers and younger travelers.
As their preferred hotel, we’ll ensure that multitudes of guests will say,
“I love this Country,” well into the future.
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interior design
The next
best thing
to home.
We keep an ongoing dialogue with our guests so we can understand their preferences.
With this in mind, we’ve updated our brand to appeal to today’s modern customer.
Our brand promise has always included a touch of home, so we draw upon the warmth,
comfort and sense of togetherness one feels when spending time in an inviting home
as inspiration for our design.
Character-rich surfaces, such as stone, add warmth, interest and depth. Personal
touches like vases and framed art create interesting focal points to tell a visual story.
And we use purposeful color to infuse energy and personality throughout the hotel.
We also pay particular attention to each property’s unique location—allowing local
geography and culture to inform its design. For example, while cozy fireplaces serve
as lobby focal points in cold climates, we might install water features in warmer
regions. We modify design elements where necessary so the final product conveys a
relaxing sense of home for each region.
Flexible to be located in urban or suburban environments, our contemporary
properties offer broad appeal and resonate with guests looking for a fresh, modern
and comfortable hotel with unique touches of home.
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A walk through
THE HOTEL
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the den
The den creates a comfortable, practical space where guests
can work, hold informal meetings or relax with a book from our
Read It & Return Lending Library.SM
the LIVING
ROOM
Open and friendly, the living room serves as a flexible space with a welcoming
reception area, relaxing seating and cozy atmosphere.
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the BREAKFAST
ROOM
The breakfast room reflects the welcoming hub of a home and is a multi-use space
where guests can enjoy our Be Our Guest Breakfast, a mid-day cup of coffee, or get
a little work done.
the SERVERY
Our signature, complimentary hot breakfast is served in a modern setting that
invites guests to help themselves.
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the batHroom
With a fresh, air y appearance and a contemporar y palette of materials,
the bathroom is welcoming and warm. Vanities include deep, generous
basins and sof t, plush towels. The showers prov ide an inv iting place
to unwind.
THE STANDARD
KING
A comfortable bed dressed to feel soft and look welcoming serves as the focal point
of the room. Color, pattern and eclectic furnishings add character and visual interest.
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the pool
The pool uses modern, spa-like materials to create an inviting place for guests
to take a relaxing dip or enjoy an invigorating swim. Loungers, tables and
chairs provide places to sit, with easy access to the nearby fitness room.
the veranda
The veranda is a fresh interpretation of the iconic front porch of previous
generations, serving as a welcoming gathering space for guests.
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Brand
essentials.
Product
Services
Branding
Branded OS&E
Exterior Color Palette
Be Our Guest Service
Exterior Signage
Key Cards & Jackets
Interior Signage
Be Our Guest Breakfast
WebExtra
Do Not Disturb Signs
The Living Room
Free High-Speed Internet
Brand Flag
The DenA
Country Bed
Guest Service
The ServeryA
Country Bath
Directory
Breakfast Room
Read It & Return
Lending LibrarySM
Notepads & Pens
Iconic FireplaceB
Employee Uniforms
Business Cards
Flat-Screen TVs
3 Cs: Cookies,
Coffee & Candy
Letterhead
Swimming PoolB
Bath Amenity Program
Sales Kit Folders
Fitness Center
Club CarlsonSM
Business Center
The VerandaB
Standard Interior Design
PackageC (Prototypical
product & design
specifications)
A. Area e qu ival e nt for c onve r s i on s
B. Sit e - de p e nd e nt for ge o g r a ph i c al z one and c i t y - c e nt e r mar k e t s
C . Some i t e m s w i t h i n t h r e e - year P I P Pha se for c onve r s i on s
The essentials reflect a high-level summary of key brand touchpoints to describe Country Inns & Suites
By CarlsonSM product and branding requirements and do not reflect all standards required of a Country Inns
& Suites licensee. Complete brand standards are located in the Country Inns & Suites By Carlson Standards of
Architecture & Design, Standards of Service & Operation, and Brand Identity & Graphic Standards manuals.
Blueprints for
RAISED
FIRE PIT
success.
VERANDA
BREAKFAST
ROOM
ELEC
LAUNDRY
PANTRY
SERVERY
DEN
& BUS.
CENTER
MECH
STAIRCASE
STORE
COFFEE
STATION
MECH
T
CORRIDOR
ELEV
LOBBY
RETAIL
MALE
WC
FEMALE
WC
RECEPTION
LIVING
ROOM
BREAK ROOM
OFFICE
ELEV
EQUIP
WORK ROOM
STORAGE
CARTS
MEETING ROOM
VESTIBULE
ENTRANCE
POOL ROOM
FEMALE
WC
STANDARD
ROOM
1 BED SUITE
STANDARD
ROOM
STANDARD
ROOM
STANDARD
ROOM
FITNESS ROOM
MALE
WC
GUEST
LAUNDRY
TELECOM
POOL EQUIP, MECH
STAIRCASE
VENDING
CORRIDOR
1 BED
SUITE
STANDARD
ROOM
STANDARD
ROOM
STANDARD
ROOM
STANDARD
ROOM
STANDARD
ROOM
1 BED
SUITE
STANDARD
ROOM
first floor
STANDARD
ROOM
STANDARD
ROOM
Individual communal spaces flow together seamlessly, creating a large, interconnected environment.
Ground-floor guestrooms are consolidated on one side of the floor, creating easily accessible yet
private rooms.
The standard
king
The Double
QUEEN
The king
suite
As a combination live-work space, the Standard King provides
all the essentials for comfort, convenience and relaxation.
Two queen beds and a large bathroom comfortably accommodate
families, creating a relaxing space to unwind.
The bathroom and closet separate sleeping and living spaces, creating a spacious
multi-use suite perfect for families and business travelers.
second floor
Windows at the ends of corridors use natural daylight
to brighten the space.
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A NEW
GE N E R AT ION OF
w ho we are
CARING,
CONSISTENT
&
comforTABLE
with a touch of home.
470
OVER
LOCATIONS
O U R LO O K AND F EEL
contemporary
inviting
eclectic
O U R P L AN for gen 4
RENOVATE &
EXPAND
summary
Brand Values
• Be Our Guest philosophy
connection
authenticity
experience
• Outstanding guest satisfaction
Flexible
prototype fits both
urban & suburban markets
• Proven programs
• Amenities guests love
Hardworking
guests with a
love of family
and adventure.
designed
to attract
Business travelers,
Millennials &
Baby Boomers
An
Evolved
Visual Identity
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PANAMA
Delivering warm
welcomes in over
470 locations.
We’ve watched with pride as our Country Inns & Suites brand has grown from
its humble beginnings in the heartland of America. Today, it has expanded
to hundreds of U.S. locations, plus Canada, India and Central America.
But we haven’t forgotten where we came from. Our founding philosophy of
treating guests like family grew from our Midwestern beginnings. And that
promise remains the foundation of each of our locations. True hospitality
is a global language.
INDIA
COSTA RICA
locations
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9
18
25
amenities
amenities
Amenities
guests love
When guests stay with us, we want them to feel at home. So we provide amenities
Fitness Center
We help guests keep up with their exercise routines by offering access to convenient fitness facilities.
to make their stay as productive and comfortable as possible. We work to delight
our guests and inspire them to say, “I love this Country.”
Be Our Guest Service
Treating guests like family means making certain they experience a welcoming and relaxing stay.
To create an enjoyable guest experience, each team member learns these values in our Be Our
Guest Service Excellence Training Program.
Complimentary Be Our Guest Breakfast
Swimming Pools
Whether guests want to start their day with a splash, take a dip after a day of meetings or
spend time with their kids while on vacation, at most of our properties we provide
pools that create a refreshing place to have fun or unwind.
Our one-of-a-kind, free hot breakfast features a variety of options ranging from
Complimentary Cookies
wholesome classics li ke hot oatmea l a nd waff les to bu i ld-your- ow n options,
We welcome our guests with fresh chocolate chip goodness.
like omelets and yogurt parfaits. Our menu rotates daily so guests experience
new offerings throughout their stay. And for an elevated guest experience, we serve every
breakfast on classic plates w ith si lver wa re. Li ke home.
Read It & Return Lending Library
SM
We celebrate the love of reading with our signature Read It & Return Lending Library. We’ve recently
Free High-Speed Internet
partnered with Random House, increasing our selection of titles. zGuests can borrow
We understand how important it is for both business and leisure travelers to stay connected.
If they don’t finish it during their stay, they can simply take it with them and return it during their
That’s why every Country Inns & Suites offers high-speed Internet access, free every day.
a book or magazine and relax in the hotel lobby, or enjoy it zin the comfort of their rooms.
next visit to any Country Inns & Suites in North America.
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support
services
Support services to
help you along
the way.
Technical Services and Brand Design
Our team of architects, engineers and technicians assist hotel owners and developers to build
cost-effective, operationally efficient, well-designed and innovative hotels. The Brand Programs
& Design Services team focus on creating seamless interior design packages and executing iconic
Country Inns & Suites elements consistently throughout the hotel.
• Architectural plan review.
• Prototypical design implementation.
• Interior design packages and sourcing.
• Cost-effective brand touchpoints.
Country Inns & Suites—along with our owners and franchisees—
enjoys all the benefits of being part of the Carlson Rezidor
Hotel Group’s global network, with its breadth of experience,
knowledge, contacts and superior buying power.
Strategic Sourcing
Success depends largely on the quality of goods and services that guests receive. Tap into
a reliable network of quality suppliers with strong industry credibility.
• Over 150 systemwide suppliers.
• Negotiated discounts on brand-standard items and services.
• Quality, cost savings and convenience.
Training and Educational Development
Operations Support
Our corporate team is committed to helping you drive your business. We have proven
systems and processes that are designed to streamline start-up and ongoing operations
at the property level.
• Field-based District Directors are available as consultants and are partnered with our Hospitality
Services Support Center representatives to work directly with your hotel.
• Qua lit y assura nce progra ms a llow bra nd sta nda rds to be met consistently across
the system. • The Carlson Rezidor Hotel Group Business School provides hospitality and business training to
hotel employees to refine their skills to run a successful and profitable hotel.
• Online training and educational development materials available to help maintain high
guest-satisfaction ratings.
• Access to the American Hotel & Lodging Association’s (AH&LA) Educational Institute includes
access to leading industry-certification programs.
• Be Our Guest Service Excellence training is completed with every new team member hired,
within their first two weeks on the job. Team members are trained to go the extra mile,
delivering welcoming hospitality unmatched in the midscale segment.
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revenue
generation
Revenue
Generation
and LOYALTY
At Country Inns & Suites, we understand that in order
to keep growing, we must focus on helping our owners
and franchisees realize a return on their investments.
We offer proprietary, comprehensive and turn-key tools
designed to help hotels compete in the challenging uppermidscale segment.
Revenue Optimization tools include our industry-leading “Stay Night Automated Pricing” (SNAP)
rate optimization technology that takes the guesswork out of daily pricing. Our optional Revenue
Optimization Performance Enhancement Services (ROPES) provides customized, hotel-level support.
Hotels also benefit from a close partnership with Carlson Wagonlit Travel, the global leader in
hotel travel management, and Look To Book, our patented, market-leading global travel agent
incentive program.
Country Inns & Suites also receives specific focus from a Dedicated Midscale Brand Sales
Team focused on delivering opportunities to hotels from small and medium enterprise (SME)
accounts. Backed by our Global Sales team’s comprehensive segment coverage, our sales efforts
are positioned to drive hotel revenue.
Global distribution and channel management deliver continuous support through initiatives like
our Redirected Call Program (RCP) and Online Travel Agent (OTA) relationships.
Annual, brand-specific marketing plans are designed to capture awareness at the brand level
and drive revenue at the local hotel level through strategic deployment of key marketing tactics.
Continuous investment in countryinns.com and online channels allows us to keep pace with
today’s discerning guests.
Our Club CarlsonSM hotel rewards program is receiving industry accolades since its launch in 2011
and offers a faster way to a free night. It is among the fastest-growing loyalty programs in the industry.
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Carlson’s homegrown
hospitality
BRAND
Countr y Inns & Suites is the only brand within the Carlson Rezidor Hotel Group
created f rom t he grou nd up by t he Ca rlson fa m i ly. Inspi red by a trad itiona l
European bed and breakfast, we called the original property in Burnsville, Minn.,
the Country Hospitality Inn, because we believed true hospitality meant treating
guests like family. We welcomed our f irst guests with a batch of warm chocolate
ch ip cook ies. Today, t he bra nd ha s e volved to a more contempora r y v i sion,
yet still embodies the best parts of that founding philosophy, including the cookies.
portfolio
Restaurants
Hotels
Travel
> 920 restaurants
> 61 countries
& territories
> 1,300 hotels
open and under
development.
> 100 countries
& territories
> Global leader specializing in
business travel management
> 153 countries & territories
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17
manifesto
The spirit of the brand is
captured in our manifesto.
Join us and we’re sure
you’ll soon be saying
“I love this Country.”
We love the wide open spaces.
We love the cities, big and small.
And there’s nothing we love more than to be
welcomed all across it.
We love finding a friendly face wherever we go.
We love seeking adventure.
We love trying new things.
And discovering the comforts of home.
We love unique destinations.
And the consistency of a good night’s sleep.
We love complete relaxation.
And the coziness to be completely productive.
No one knows what we love better in our travels more
than Country Inns & Suites, the place that still goes
the extra mile to make us feel at home.
And makes us comfortable enough in every new city
or town we visit, that each one of us can proudly say
“I love this Country.”
Learn more about Country Inns & Suites.
Please call +1 (800) 336–3301, visit us online at countryinns.com
or email development@carlsonrezidor.com.
It’s a great time to become a part of this Country.
To learn more please call +1 (800) 336-3301,
visit us online at countryinns.com
or email us at development@carlsonrezidor.com
This Development Brochure contains information that is confidential and proprietary to, and trade secrets of, Country Inns & Suites By Carlson, Inc. The Development Brochure is provided for
informational purposes only and may not be used for any other purpose unless and until you enter into a license agreement with Country Inns & Suites By Carlson, Inc. to construct and operate a
Country Inn & Suites By Carlson® hotel. Country Inns & Suites By Carlson, Inc. and its parent and affiliate companies have no responsibility for, and make no representations, express or implied, with
respect to, the accuracy or completeness of any information in this Guide.
This Development Brochure is not an offering. It is for informational purposes only. If you are a resident of any jurisdiction that requires registration of a franchise prior to offer or sale, we will not offer
you a franchise unless and until we have registered the franchise (or obtained an applicable exemption) and delivered the disclosure document in compliance with applicable law. In New York (USA), an
offering can only be made by a prospectus filed first with the Department of Law of the State of New York. Such filing does not constitute approval by the Department of Law.
Country Inns & Suites By Carlson, Inc. makes no representations or guarantees concerning the success or profitability of licensees or hotel locations.
© 2013 Country Inns & Suites By CarlsonSM
, Inc. 03/2013. All Rights Reserved.