Retailing, Franchising, and Consumerism Business Intelligence in China

Soran Buys Hotel Master Licenses To Franchise In China

Martin Soran has grabbed the master license to franchise U.S.-based Vantage Hospitality's Chinas Best Value Inn and Lexington Hotel Company in mainland China.

"Hotel owners worldwide want more ROI and less interference from franchise headquarters," said Soran. "As one of the largest hotel companies in the world, Vantage provides the resources and support necessary to compete with other international brands, yet allows individual hotel owners to make their own decisions based on location and demographics."

Vantage Hospitality says it is the twelfth largest hotel company worldwide. In only seven years of operation, Vantage's economy to mid-level hotel brand, Americas Best Value Inn, has grown from two hotels to over 650 properties throughout North America.

Americas Best Value Inn's success is built on the Freestyle Lodging Membership Model, developed by Vantage's CEO and founder, Roger Bloss. Considered an "affordable alternative to franchising," this membership model offers hotel owners low, flat monthly fees based on number of rooms; no royalties, short-term contracts, no liquidated damages, choice of amenities and a voice and a vote in all major brand decisions. In 2005, the average overall system Return On Investment was 629%.

Building on the success of Americas Best Value Inn, Vantage introduced The Lexington Collection in the second quarter of 2006. Premiering as the only membership brand for three to four star hotels in the upper-mid to upscale segment, The Lexington Collection currently has 12 hotels open or under contract throughout the United States, including several properties in the hotel-condo segment.

"The timing couldn't be better to introduce Chinas Best Value Inn and The Lexington Collection," said Bloss. "With China's attention to superb customer service and our unique membership model that allows owners to tailor their individual hotels to the needs of their guests, Chinas Best Value Inn and The Lexington Collection will quickly become major competitors in China's hospitality arena."

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