ABVI shares its successes with members

It’s been nine years since the launch of America’s Best Value Inn. And the brand definitely is not worse for wear.

This year brought a record number of applications to join the economy flag, with 100 approved and 75 turned down. Another 61 were eliminated from the system, which stood at 768 members in 2007, because they didn’t make the grade.

And in the end, despite the falling numbers we’ve all become used to when talking about the hospitality industry, ABVI executives were proud to announce one that went up.

“We actually had a good year,” said Patrick Mullinix, VP of development for ABVI, as he noted that the brand has now surpassed the 800-property mark and will begin 2009 with 809 members in its family.

The announcement was made last week during the brand’s 2008 International Educational Conference and Trade Show held at the Monte Carlo Resort & Casino in Las Vegas.

And if that number wasn’t high enough, leaders also discussed expansion of the Best Value Inn line of hotels in Canada and China as well as Value Inn Worldwide in North Africa and Dubai. “Every time we put a sign up outside this country, it’s to your benefit. Every sign that goes up is an advertisement for you,” said Bill Hanley, partner and managing director of international development.

Other achievements over the past year were also noted, including an overall increase in reservations by 18 percent and an overall revenue growth of 20 percent.

And because of the value ABVI offers guests as well as the unique membership it provides owners, Bernie Moyle, COO and CFO for ABVI, said it stands to see the same success in 2009 despite the dreary economy.

“Our business model works in good and in challenging times,” Moyle said.

That model also provides members the opportunity each year to meet at the conference and vote on the issues affecting them each day. Here is a rundown of those results:
1) Extending the expiration date for one of the brand's Internet marketing funds: Passed
2) Changing the quality assurance rating system scores for new and existing members: Passed
3) Requiring all employees to wear a logoed shirt and well-maintained clothing while on duty: Passed
4) Increasing the budget for Buddy dolls and other promotional materials: Failed
5) Instituting a policy for a percentage of smoke-free guestrooms: Failed

Check out the Feb. 2 issue of H&MM to read more conference highlights.