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The Extended Stay Lodging Option, by Ron Callari
The demand for extended-stay lodging has existed since savvy travelers found the
time and the inclination to travel away from home for business or
leisure. The extended-stay concept dates back to 19th century England
when wayfarers arrived at inns and rooming houses in horse-drawn carriages,
and travel was a more leisurely affair than it is today.
The man credited with inventing the US extended stay product is Jack DeBoer, who started
Residence Inn (later sold to Marriott) and remains active with Candlewood
Suites.
Today, brands such as Homestead, Extended Stay America, and others have raised the
bar in terms of value offered to travelers. The traditional hotel
product is losing share to facilities that can provide guests with
a home away from home - at a good rate. It is a viable lodging alternative
for the business person or leisure travelers accustomed to more expensive
hotels and resorts.
The lexicon of extended stay in its many variations can be attributed in part to
its history of development. In the United States, extended-stay lodging
has been adopted by the hotel industry as an extension of what it
has to offer the traveling public. As such, the market is primarily
comprised of three extended-stay products: (1) all-suite hotels; (2)
limited-service hotels; and (3) serviced apartments, the corporate
housing market.
As lodging in general experiences a slow down in the economy, this segment of the
industry continues to attract high demand. Extended stay hotels, which
escalated in number and brand just a few years back are current industry
leaders in occupancy according to The Highland Group in Atlanta, a
consultancy firm that has been following trends in the extended stay
market
since the early 80s.
And there's good reason for their popularity. Guests like the built-in kitchen facilities
and the residential atmosphere. The services that often include grocery
outlets (Summerfield Suites by Wyndham includes a small convenience
store in the majority of their hotels) and lower daily rates are attractive
incentives.
Corporate apartments usually involve longer stays - often defined by a lease and a minimum-stay
of one month. Oakwood Corporate Housing, the longtime leader, now
has 20,000 apartments in 22 states. They boast full-size apartments
that include fully stocked kitchens, utilities and housekeeping services.
And, because they are Federal Emergency Management Association certified
locations, these facilities appeal to people who work for and are
reimbursed by the government.
One of the leaders in the field continues to be Residence Inn by Marriott - a pioneer
in the extended stay arena. Marriott also has other brands within
the market: TownePlace Suites and SpringHill Suites, mid-level extended
stay; ExecuStay by Marriott, corporate apartments in the US; and Executive
Apartments in Europe. Most of these Marriott brands adapted to the wired
business needs of the customer looking for extra phone lines and data
port outlets. The Residence Inn has installed extra hookups in business
meeting rooms as well, and Marriott International is in the process of installing
high-speed access in all its properties.
Homestead, designed specifically for the extended stay traveler, features studio rooms
with a fully equipped kitchen, plus a workspace with computer dataport,
free local phone calls and personalized voicemail. All at surprisingly
affordable rates.
At Homestead Suites the lobby is equipped with a pantry and a fireplace. Continental breakfast
is served daily and the services (similar to a traditional business
hotel) include a meeting room, FAX and copy center, an indoor pool
with whirlpool, fitness room and game room. The suites include a living
room with sofa sleeper, fireplace, cable TV, VCR, wet bar and deck. A
separate bedroom with a king-size bed includes an ensuite bathroom,
with a two-person whirlpool tub. Kitchens are equipped with sink,
refrigerator, microwave and coffee maker.
With 112 locations to date in key business markets across the United States, Homestead
provides a quality lodging experience for the growing ranks of travelers
staying four nights or more. The company targets large corporate customers
with multi-location extended stay needs and offers nightly, weekly
and monthly rates.
Hotels on the upper tier can perform many homelike services for you. At Homewood
Suites by Hilton, according to Jim Holthouser, senior vice president
of brand management, "We do things like free grocery shopping;
there's a sheet hanging on the refrigerator and you just check off
what you need."
In addition to Homewood Suites by Hilton at the high end, Residence Inns and the
Summerfield Suites by Wyndham are considered on equal par. In the
middle are Candlewood, Mainstay Suites (a Choice Hotels brand), Sierra
Suites, Staybridge Suites and TownePlace, and in the economy tier
are Extended Stay America, Homestead Village and Suburban Lodge. According
to the American Hotel & Lodging Association, the average length
of stay in 1999 was 33 nights at the budget level, 15 to 18 nights
in the mid-market and nine nights at the upscale end.
The current generation of extended-stay hotels, however, is dominated by properties that
are priced in the mid- to lower-end range. Like the upper end, these
moderate-price, extended-stay properties offer a residential-style
guest unit, albeit with more modest furnishings. However, unlike the
upper-end extended-stay hotels, the moderate-price properties are
designed to welcome the price-sensitive, extended-stay travelers.
At the high end and not often associated with the extended stay market, the Ritz Carlton
lures long-term business travelers who account for approximately 4
percent of its clientele. Ritz hotels offer high-speed connections
in each guest room, and every U.S. location boasts an on-site "technology
butler." Always available, this live tech wizard bails out guests
who run into technical glitches. A Ritz-Carlton business travel sales
manager consults with each customer to identify his or her needs and
will arrange anything from providing an in-room exercise bike to arranging
for daily pressing services.
The chain is converting three suites at its Atlanta property into extended-stay units by adding
full kitchens and larger parlors than usual. The Residential Suites
at the Ritz-Carlton Towers in Boston offers 63 extended-stay units.
Of course, one big reason to choose extended stay if you are on a long trip is the
availability of frequency points at extended stay brands run by the
likes of Marriott, Hilton and Six Continents. Don't forget to ask
to sign up for these programs.
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Other Extended Stay Accommodations
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Candlewood Suites is an all suite hotel where comfort makes itself at home. We are perfect for those travelers staying for an extended period of time, or just tired of the typical hotel room.
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With more space and lots of amenities you should have everything you need to settle in, whether you're here to work or relax.
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SpringHill Suites, Marriott's new moderately priced all suites brand, offers you more room
to stretch out and get comfortable. We'll get you started each day with
a complimentary deluxe continental breakfast.
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Extended StayAmerica was designed specifically for Road Warriors - the long-term, value-conscious
traveler. If you're a Road Warrior, you need more than a place to stay
when you're away from home.
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The all-American, all-suite hotels stand proud across the countryside, symbols of continued
growth and exceptional value. From coast to coast, AmeriSuites blends with
the natural beauty of its surrounding landscape.
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TownePlace Suites by Marriott are designed to make you feel at home for a day, a week,
a month or more. Our office suites give you thirty percent more space than
a traditional hotel room.
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