Lexington Collection leader offers glimpse at '09

Las Vegas–While playing host in December to the annual conference for Americas Best Value Inn, Vantage Hospitality also welcomed property owners for its emerging upscale brand, The Lexington Collection, which unveiled a new guest service program.

Known as Target 100, the program has a pretty lofty goal: “One hundred percent guest satisfaction,” said Steve Belmonte, Lexington president and CEO, during a press briefing at the 2nd Annual Lexington Collection Conference at the Monte Carlo Resort and Casino.

The first step in ensuring that result will be signs placed at each property’s front desk that tell guests, “Talk to us,” and directs them to inform the manager on duty or GM of any problems during their stay.

While encouraging guests to voice their opinions and complaints is the first step, Target 100 also directs employees to use guests’ names, ask how their stays were and immediately record any issue that is brought up so the guests recognize something is being done about it.

Any potential complaints also are ranked by level and are to be dealt with in corresponding manners that go as far as the GM stepping in, compensating the guest for the room and offering his or her service in the guest’s next return to the area.  

“It’s basically a whole process that’s given to the property,” Belmonte said, adding he realizes the brand will be more and more scrutinized as it continues to grow. “We have to be committed to customer service.”

On the topic of growing, Belmonte reported five new deals had recently been completed, while five more were expected by the close of 2008. And though the downturn has affected the industry across segments, he reminded that many of those transactions had long been in the works.

“A lot of these deals take me a year to work on,” he said.

However, Lexington, which will only accept three-, four-, or five-diamond hotels, is not a public company. So, Belmonte said he’s not feeling a stakeholder push to grow solely for growth’s sake.  

Belmonte said the coming year for Lexington will come with a renewed focus on generating revenue, improving brand performance and managing its marketing and Internet presence.

As of January, the brand reported holding 29 domestic and 11 international properties under its flag. With expansion on the horizon in both India and Russia, this year is expected to be one that bulks up Lexington’s international standing.

“That’s going to be a big push in 2009,” Belmonte said.

jkovacs@questex.com