with new opportunities.
Together we can
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
A contemporary 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.
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.
A walk through
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
Open and friendly, the living room serves as a flexible space with a welcoming
reception area, relaxing seating and cozy atmosphere.
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.
Our signature, complimentary hot breakfast is served in a modern setting that
invites guests to help themselves.
With a fresh, airy appearance and a contemporary palette of materials,
the bathroom is welcoming and warm. Vanities include deep, generous
basins and soft, plush towels. The showers provide an inviting place
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.
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 is a fresh interpretation of the iconic front porch of previous
generations, serving as a welcoming gathering space for guests.
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 Den A Country Bed Guest Service
The Servery A Country Bath Directory
Read It & Return
Lending Library SM
Notepads & Pens
Iconic Fireplace B Employee Uniforms Business Cards
3 Cs: Cookies,
Coffee & Candy
Swimming Pool B Bath Amenity Program Sales Kit Folders
Club Carlson SM
The Veranda B
Standard Interior Design
Package C (Prototypical
product & design
A. Area equivalent for conversions
B. Site-dependent for geographical zone and city-center markets
C. Some items within three-year PIP Phase for conversions
The essentials reflect a high-level summary of key brand touchpoints to describe Country Inns & Suites
By Carlson SM 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.
BREAK ROOM OFFICE WORK ROOM
1 BED SUITE STANDARD STANDARD
POOL EQUIP, MECH
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
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.
Windows at the ends of corridors use natural daylight
to brighten the space.
who we are
with a touch of home.
OUR LOOK AND FEEL
OUR PLAN for gen 4
• Be Our Guest philosophy
• Outstanding guest satisfaction
• Proven programs
• Amenities guests love
guests with a
love of family
prototype fits both
urban & suburban markets
welcomes in over
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.
When guests stay with us, we want them to feel at home. So we provide amenities
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.”
We help guests keep up with their exercise routines by offering access to convenient fitness facilities.
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.
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.
Complimentary Be Our Guest Breakfast
Our one-of-a-kind, free hot breakfast features a variety of options ranging from
wholesome classics like hot oatmeal and waffles to build-your-own options,
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 with silverware. Like home.
Free High-Speed Internet
We understand how important it is for both business and leisure travelers to stay connected.
That’s why every Country Inns & Suites offers high-speed Internet access, free every day.
We welcome our guests with fresh chocolate chip goodness.
Read It & Return Lending Library SM
We celebrate the love of reading with our signature Read It & Return Lending Library. We’ve recently
partnered with Random House, increasing our selection of titles. zGuests can borrow
a book or magazine and relax in the hotel lobby, or enjoy it zin the comfort of their rooms.
If they don’t finish it during their stay, they can simply take it with them and return it during their
next visit to any Country Inns & Suites in North America.
Support services to
help you along
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.
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.
• Quality assurance programs allow brand standards to be met consistently across
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.
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
• 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
• 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.
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
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
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 Carlson SM 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.
Country Inns & Suites is the only brand within the Carlson Rezidor Hotel Group
created from the ground up by the Carlson family. Inspired by a traditional
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 first guests with a batch of warm chocolate
chip cookies. Today, the brand has evolved to a more contemporary vision,
yet still embodies the best parts of that founding philosophy, including the cookies.
> 920 restaurants
> 61 countries
> 1,300 hotels
open and under
> 100 countries
> Global leader specializing in
business travel management
> 153 countries & territories
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 email@example.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 firstname.lastname@example.org
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 Carlson ȘM Inc. 03/2013. All Rights Reserved.