Baymont Inns & Suites Introduces New Marketing
Baymont Inns & Suites streamlined local advertising efforts for its more than 180 properties with the introduction of its Custom Ordering Interactive NetworkSM (COIN). Through a password-secure intranet site, general managers can create Baymont Inns & Suites marketing materials. Logos, print advertisements (from newspaper ads to billboards) and other collateral materials are housed on the site, which helps maintain consistency in Baymont's messaging. General managers can quickly and easily order additional customized property letterhead, business cards, coupons and other customer service collateral. COIN also benefits the sales staff by allowing them to adapt the latest sales materials for their specific needs.
COIN is a timely addition to the Baymont marketing program, as the company also recently entered into an exclusive partnership with Group Leaders of America (GLAMER), the nation's largest group travel organization. GLAMER collects detailed information about where tour group leaders are taking their groups over the next 18 months. Its members take 6.5 million people on tours every year, which equates to hundreds of thousands of room nights for hotels. Through this exclusive agreement, Baymont general managers and sales managers receive up-to-date information on the GLAMER members that are planning trips to markets where Baymont has a presence. Baymont can then target these organizations with customized marketing and sales programs.
"Baymont was the first hotelier that requested destination-specific leads for its individual hotels," said Liz Bittner, executive vice president of GLAMER. "They understand the hotel business and their expertise was instrumental in developing ‘Baymont Group Lead Delivery,' an exclusive Web site that provides Baymont hotels with qualified group leads in a user-friendly format." For example, with two simple clicks, the Chicago-area Baymont Inn & Suites can access the password-protected site, find out which group leaders are interested in coming to the area and download a qualified lead list.
"Baymont Inns & Suites is committed to leading the industry with innovative sales and marketing initiatives," said Craig Farrell, senior vice president of sales and marketing for Baymont Inns, Inc. "The COIN network enables individual properties to cost-effectively streamline their advertising efforts, and the GLAMER agreement provides our sales force with information they can use to reach the growing group travel industry on a national level. For the first time, hotel salespeople know what groups will be coming into their market and it allows them to actually fish where the fish are biting."
Headquartered in Milwaukee, Wis., Baymont Inns & Suites is a mid-priced lodging chain recognized for its high-quality amenities, excellent service and attractive rates. Baymont Inns & Suites operates or franchises 182 locations in 31 states nationwide.
Baymont Inns & Suites is a wholly owned subsidiary of The Marcus Corporation. Headquartered in Milwaukee, Wis., The Marcus Corporation is a leader in the lodging and entertainment industries.