Brand president outlines plan to repair chinks in Knights Inn armor

In the year since he took over as president and CEO of Knights Inn, Bruce Bloom has studied guest research and talked to franchisees to understand the challenges the system faces. Admitting the brand is lagging behind its budget competitors in ADR, RevPAR, occupancy and marketing expenditures, he outlined some ambitious goals to reinvigorate the budget brand at Knight's annual conference in Nashville this week.

Bloom expects the brand to show flat growth through 2001, but after that he's shooting for a 10% annual increase in the size of the system, which has about 235 properties and 19,000 rooms. Just as important, he said, "It's clear from our research that we need to raise the performance bar of this brand."

To meet those challenges, Bloom proposed a comprehensive point plan focusing on system and revenue growth, improved communications, a review of operating standards, training and more. He also promised a stepped-up corporate commitment to the "Every Knight, Just Right" philosophy.

To promote management excellence, Bloom also announced a partnership with the American Hotel & Motel Association's Educational Institute designed to help GMs and owners achieve the CHA designation. The agreement will give participants credit for existing hotel knowledge.

"We are going to be the Chevy among the lodging group," Bloom said, "but we're going to be the best damn Chevy out there."

This year's marketing plan for Knights will continue to focus on key segments, such as truckers, families and seniors. Print ads will show a member of one of the target audiences sleeping soundly under a Knights Inn blanket with the tagline, "When it comes to providing you with the right people, the right service and the right value, nobody covers you better."

Marilyn McHugh, vice president of marketing for the chain, also announced that Knights will cosponsor Toliver Racing's National Hot Rod Association Nitro Funny Cars in partnership with World Wrestling Federation Racing. The sponsorship will provide exposure to a popular activity that tends to draw groupies. "A high percentage of fans travel extensively, following their favorite drivers to the next race venue," McHugh says.

By Megan Rowe
Managing Editor, E-Hospitality.com
Mrowe@vertical.net