HB ON THE SCENE:Choice’s Sleep Inn ‘Dream’ Concept Hits Milestone

LOS ANGELES—During its 59th annual convention being held here this week, Choice Hotels International said it passed a milestone for its Sleep Inn brand, reaching 100 “Designed to Dream” hotels.

The “Dream” program includes a new-build prototype and cost-effective renovation program for existing Sleep Inn hotels across the United States. Launched in May 2010, the Designed to Dream concept is driving increased customer satisfaction scores, new construction for Sleep Inn hotels and higher average performance, according to the company.

The milestone property is the Sleep Inn & Suites, Midland, TX, owned by David Burton, who also added 51 guestrooms to the hotel. Burton owns two other Sleep Inn hotels in Texas, the Sleep Inn & Suites Tyler and the Sleep Inn & Suites Round Rock outside Austin.

Sleep Inn currently leads new construction within the Choice Hotels family of 11 brands, according to company data. Last year, executed deals and new construction applications for Sleep Inn jumped 145% and 186%, respectively, compared to 2011.The growth is fueled in part by the refresh program, with renovated Designed to Dream hotels experiencing higher average performance over and above expected performance, according to the brand.

“We are finding guests really love the clean, modern look and feel of Designed to Dream hotels. In fact, recent in-depth research has determined that guests who stay at a Designed to Dream hotel are more likely to return to Sleep Inn hotels,” said Mike Varner, head of domestic brand management for Sleep Inn. “Developers also find the new prototype attractive. It was designed to offer lower construction and ongoing operating costs than other midscale brands providing the opportunity for a greater return on investment for our franchisees.”