IHGís extended stay brands, Staybridge Suites
and Candlewood Suites, have raised their owner certification program to a higher level
through a new masterís certification.
Designed to build upon what
is learned in the bachelorís class, the new program expands the
content to teach owners how to continually improve the performance
of their hotels.
Topics for discussion in the program include the
ownerís role in leading the sales effort, driving guest
satisfaction and quality, and leadership and organizational
ďThis proprietary program is an important
part of our strategy to encourage owner involvement and commitment
to the success of our brands,Ē said Robert Radomski, vice
president, Global Brand Management, Extended Stay Brands, IHG.
ďFor an owner to be profitable in the extended stay segment,
thereís a very specific business model thatís required, and our new masterís level certification covers that business model from a
The curriculum for the masterís
program is centered on fewer topics than whatís covered at the
bachelorís level, but these topics are covered from a deeper
perspective. The goal is to help owners grow market share, improve
guest satisfaction and gain a higher return on their investment.
A recent graduate of the program, David Wespiser is a
managing member at Hotel Development Services, a privately held national real estate development, construction and management
company with several IHG hotels in its portfolio, including five
Staybridge Suites hotels. Wespiser is also a member of the IHG
Owners Association, serving on the Staybridge Suites brand
committee and the Developer committee.
ďI feel like I can
always learn more about how to be a good hotel owner, especially
when it comes to the extended stay egment, and this program gives
me the chance to analyze the performance of my hotels and earn a
level of education that I canít get anywhere else,Ē said Wespiser.
ďIíve found what Iíve learned here to be very beneficial as Iíve
worked with my management companies and discussed how to improve
the performance of our hotels on an ongoing basis.Ē
masterís level classes have been held to date and sessions will
continue as more owners qualify. To attend, owners must have
previously attended a bachelorís level class and must have a
designated level of extended stay mix, guest satisfaction scores
above a pre-determined threshold, and a designated RevPAR index.
In 2008, IHG took major steps toward sustaining the
ongoing health and success of the Staybridge Suites and Candlewood Suites hotel portfolios through the launch of an in-depth
education program for owners of both new and existing hotels.
ďExtended Stay Owner CertificationĒ program is structured similar
to college education levels starting with a bachelorís degree, a
masterís degree and a Ph.D.
The bachelorís-level class focuses on
hiring the right team members, targeting the right guest, using
the extended stay operations model and working with the brandsí
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