Ramada Hotels has undertaken a multimillion-dollar revamp with upgrades to hotels and services, a new logo and signage, and financing incentives for new properties and remodeling jobs in gateway cities and major markets.
Parent Cendant Corp. is prepping the mid-market chain for international expansion. Cendant signed a letter of intent in September to buy Ramada International Hotels & Resorts from Marriott International, comprising 204 hotels in 26 countries. Cendant bought the Ramada trademark for the U.S. earlier this year, and is the master license holder for the brand in Canada. The Marriott deal will give Cendant the Ramada trademark worldwide; it has 881 properties in the U.S. and Canada.
Ramada has doubled its field support staff, realigned its regional marketing structure and launched a uniform program for hotel employees. Ramada will upgrade complimentary breakfasts, add an in-room, spa-inspired amenity package, mandate high-speed Internet access at every property and renovate hospitality areas.
Franchisees risk losing their franchise if rooms don’t meet Ramada’s standards. A new quality assurance program uses more stringent scoring; franchisees get real-time access to quality assurance reports. An online, interactive standards manual governs guest services and operations.
Cendant will fold Ramada Inns and some Ramada Limited properties into the Ramada name; Ramada Plaza continues as a secondary brand.
The new logo and signage begins appearing in December, with plans for conversion in all properties by October 2005.
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