Development Brochure - Carlson

carlson.com

Development Brochure - Carlson

A newgeneration

with new opportunities.


and 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.

1


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.

3


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.

5


A walk through

THE HOTEL

7


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.

9


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.

11


the batHroom

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

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.

13


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.

15


Product Services Branding Branded OS&E

Brand

essentials.

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

Breakfast Room

Read It & Return

Lending Library SM

Notepads & Pens

Iconic Fireplace B Employee Uniforms Business Cards

Flat-Screen TVs

3 Cs: Cookies,

Coffee & Candy

Letterhead

Swimming Pool B Bath Amenity Program Sales Kit Folders

Fitness Center

Club Carlson SM

Business Center

The Veranda B

Standard Interior Design

Package C (Prototypical

product & design

specifications)

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.


Blueprints for

success.

VERANDA

RAISED

FIRE PIT

BREAKFAST

ROOM

LAUNDRY

ELEC

PANTRY

SERVERY

STAIRCASE

STORE

MECH

MECH

COFFEE

STATION

DEN

& BUS.

CENTER

T

CORRIDOR

RETAIL

ELEV

LOBBY

MALE

WC

FEMALE

WC

RECEPTION

LIVING

ROOM

ELEV

EQUIP

BREAK ROOM OFFICE WORK ROOM

CARTS

STORAGE

MEETING ROOM

VESTIBULE

ENTRANCE


POOL ROOM

FEMALE

WC

STANDARD

ROOM

1 BED SUITE STANDARD STANDARD

ROOM

ROOM

STANDARD

ROOM

FITNESS ROOM

MALE

WC

GUEST

LAUNDRY

POOL EQUIP, MECH

STAIRCASE

ELECOM

VENDING

CORRIDOR

1 BED

SUITE

1 BED

SUITE

STANDARD

ROOM

STANDARD

ROOM

STANDARD

ROOM

STANDARD

ROOM

STANDARD

ROOM

STANDARD

ROOM

STANDARD

ROOM

STANDARD

ROOM

first floor

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

As a combination live-work space, the Standard King provides

all the essentials for comfort, convenience and relaxation.

The Double

QUEEN

Two queen beds and a large bathroom comfortably accommodate

families, creating a relaxing space to unwind.

The king

suite

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.


A NEW

GENERATION OF

who we are

CARING,

CONSISTENT

&

comforTABLE

with a touch of home.

470

OVER

LOCATIONS

OUR LOOK AND FEEL

contemporary

inviting

eclectic

OUR PLAN for gen 4

RENOVATE &

EXPAND


summary

Brand Values

connection

authenticity

experience

• Be Our Guest philosophy

• Outstanding guest satisfaction

• Proven programs

• Amenities guests love

Hardworking

guests with a

love of family

and adventure.

Flexible

prototype fits both

urban & suburban markets

designed

to attract

Business travelers,

Millennials &

Baby Boomers

An Evolved

Visual Identity

23


PANAMA

COSTA RICA

Delivering warm

welcomes in over

470 locations.

INDIA

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.


locations

14

9

18

25


amenities


amenities

Amenities

guests love

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.”

Fitness Center

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.

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.

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.

Complimentary Cookies

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.

27


support

services

Support services to

help you along

the way.

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.

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.

• Quality assurance programs allow brand standards to be met consistently across

the system. 


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.

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

• 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.

29


evenue

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 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.

31


Carlson’s homegrown

hospitality

BRAND

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.


portfolio

Restaurants

> 920 restaurants

> 61 countries

& territories

Hotels

> 1,300 hotels

open and under

development.

> 100 countries

& territories

Travel

> Global leader specializing in

business travel management

> 153 countries & territories

33 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 Carlson ȘM Inc. 03/2013. All Rights Reserved.

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