'Dream Well' with Microtel
MARCH 1, 2007. After evaluating and testing its bedding and bedding presentation standards, Microtel Inns & Suites, the all-newlyconstructed chain of economy/budget hotels, is rolling out a newcontemporary bedding initiative system wide known as "Dream Well." Guestswill be enjoying the comfort of the stylish bedding at all Microtel hotelsby July 31st.
Microtel's new bedding experience creates a fresh, white look withplush-top mattress pad and fitted bed skirt, high quality 200-thread countwhite and khaki-piped linens with triple sheeting, a down-like blanket,decorative top sheet and bed scarf, and additional high quality pillows.All mattress sleep sets are top-name brand quality.
"We are excited about our new bedding initiative and the opportunity tomeet the needs of our customers and positively influence overall guestsatisfaction," said Roy E. Flora, Chief Operating Officer of US FranchiseSystems, Inc. (USFS), parent company of the franchisor of the MicrotelInns & Suites hotel brand. "With its fresh, crisp look and feel, we areconfident that Dream Well will add substantially to the comfort andwell-being of our guests."
Flora pointed to findings in the J.D. Power and Associates 2006 NorthAmerica Hotel Guest Satisfaction Index StudySM as a major impetus forimplementing Microtel's new bedding initiative. Pillow top mattress bedsand a clean, fresh presentation were among the top three "must have"drivers of overall guestroom satisfaction. For an unprecedented fifthconsecutive year, Microtel was ranked highest in guest satisfaction amongeconomy/budget hotel chains in the J.D. Power and Associates Study.
Prior to implementing the new initiative, Microtel conducted extensiveresearch and beta tests to solicit both customer feedback and ownerfeedback relative to presentation and operational issues. Results fromboth groups were overwhelmingly positive and supportive. The bedding wastested at Microtel hotels in Zephyrhills,FL, Atlanta, GA, Bowling Green,KY, and Rock Hill, SC.
Respondents liked the stylish appearance and soft feeling, calling it"crisp, inviting and comfortable." For example, according to one guestfrom Shepherdville, KY, "The lighter color [bedding] made the roombrighter, look larger and with the white color - a clean feeling."Commented a guest from Mt. Sterling, KY, "It was appealing visually, andmore importantly, I felt confident it was clean and hygienic." Added aguest from Greenville, TX, "Not only is the new bedding nice and inviting,it is very clean looking. I was very happy when I saw the room."
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