Aggressive Growth Plan for Key West Inn Hotel Franchise

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Key West Inns aims to increase to 50 properties by 2008 by attracting hotel conversions to the brand through lower fees and increased franchisee support.

Key West Inns, a limited-service hotel chain with locations throughout the southeast U.S., recently announced plans to expand the chain by drastically modifying franchise agreements and royalty fees, adding support staff and lowering reservation fees. Highlights of the new plan include a new $1.00 per room per day flat royalty fee, a twelve-month license agreement, revenue management support and low conversion costs. Details on the hotel franchise opportunity are available at .

"We realized that in order to grow the chain, we needed to get innovative and aggressive. We added value to our services by increasing field staff and developing an aggressive revenue management program. With these mechanisms in place, not only are we able to provide additional real value benefits to our franchisees, but we can also beef up our ability to focus on our aggressive overall growth objectives," said Neal Jackson, President of Key West Inns, Inc.

Historically, the typical growth pattern for the chain of hotel and motel franchises has been through new construction. "We realized that for us to pick up our pace, we not only needed to provide a competitive and attractive franchise program, but we also needed to revisit our policy on accepting conversions. We now have a favorable program for conversions to the Key West Inns brand," said Neal Jackson. Low entry fees, flat on-going royalty fees, annual exit windows and a reasonable PIP (Property Improvement Plan) policy will allow for an easy and affordable Key West Inn conversion.

Along with the financial benefits of the new program, comes the addition of the Franchisee Success Coach. Brian Robinson, the FSC, visits each Key West Inn a minimum of every 45 days and provides proactive support on revenue management, capital improvement, marketing strategies, and brand-specific front desk and housekeeping training programs. Site visits are less about inspections, and more about ensuring that the property has every resource to sell more rooms and to continuously and consistently satisfy the customer. In short, Key West Inns will uniquely focus on the success of every valued franchisee.

Key West Inns also provides franchisees with a national reservation system which features seamless GDS connectivity, highly successful website promotions, annual conventions, standard architectural plans for new construction, operations manuals, human resource documents, and a "No Mandate" vendor policy.

Rick Patel, owner of the Tuscumbia, Alabama Key West Inn, was integral in shaping the revised program and welcomed the opportunity to give critical input. "The honesty and straightforwardness of the all the people at Key West Inn and the Jackson family makes this chain rare. I liked having a say in how the new fees were structured and how that structure accommodated the needs of all the owners. And ultimately, I liked how by listening to my input we will all make the chain better."

Key West Inns has built the brand with properties that offer unique architecture and high curb appeal, along with exclusive, themed interiors that create interest and excitement in smaller communities. Standards for quality of rooms, breakfast set up, décor and exterior appearance ensure the quality of the chain. Key West Inns currently has 14 properties across Alabama, Mississippi, Georgia, Tennessee and Florida.

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Mary Bowling
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