Ramada Brand Launches Second Phase Of Repositioning

Ramada president Keith Pierce, addressing franchisees at their conference held recently, announced the launch of Phase II in a systemwide repositioning that aims to establish the brand as the 'global leader in mid-market lodging.'

Phase II focuses primarily on enhancing the brand's bed and bath experience through new standards for mattresses, box springs, pillows and linen thread-count as well as heavier and larger bath towels, a modern shower head and curved shower bar with hookless curtain. Target for implementation is April 2006.

"My mission is to reposition the Ramada brand in the mid-market domestically, grow its international hotels and resorts and make it the global leader in mid-market lodging," Pierce said. The repositioning is based on research last year that showed most consumers consider the Ramada brand to be a strong, mid-market option.

The stage for the Ramada repositioning was set last year with the termination from the system of consistently substandard properties and the introduction of a new image and quality, service and amenity standards.

In a concurrent initiative to strengthen the core domestic system, a new 21-person field team dedicated to the Ramada brand was sent into the field to teach owners and managers how to better manage their rates and inventory so as to yield maximum potential revenue.

Phase I of the repositioning was introduced with new logos for Ramada Worldwide and the Ramada and the Ramada Plaza brand tiers.

The 'fresh and contemporary' logos are critical to the repositioning because they 'more clearly communicate the brand's position as a strong mid-market competitor', Pierce said.

Phase I also included mandates for high-speed Internet access, continental breakfast and upgraded bathroom amenities. It also brought attention to 'simple things' including ensuring the hotel staff's professional appearance and providing a daily newspaper.

Considered together, Phase I and Phase II of the repositioning will, "Over the course of the next 12 months, elevate Ramada to a product offering that is far more consistent with the desires of the mid-market guest than our current offering," Pierce said.