| Journal: TWUK | Section: |
| Title: | Issue Date: 14/08/00 |
| Author: | Page Number: 24 |
| Copyright: Other |
Mid-market brand
Marriott to reveal new global brand for Ramada subsidiary
Report by LEEWINTER
MARRIOTT is to unveil the new global brand for its Ramada International subsidiary to the trade later this month.The mid-market brand, called Ramada Encore, will compete with products such as Ibis Express, Travelodge and Day’s Inn Hotels but will have a different look, with primary colours and hardwood flooring.
Rates will range from £64-£80 a night and the brand is being pitched at younger business and leisure travellers of all ages.
Each hotel will have between 80 and 150 rooms designed around a central hub that will include offices and a bar.
Members of the trade will be able to make up their own minds about the product at the Commonwealth Institute in London on August 24 when asample room will be on display.
Ramada International brand vice-president Reas Kondrachow will also be on hand to answer questions.
Kondrachow said:”Encore will ensure a quality guest experience at a fair price. It is based on lifestyle, with well designed guest rooms and ergonomic work space.”
At the trade launch, Kondrachow is expected to announce more sites for construction of the new hotel brands.
The first two Ramada Encore sites are in South Korea and Belfast and work is expected to commence later this year.
Kondrachow and his team have been visiting various sites in recent months, including regions in Latin America, Australia, Asia and Europe.
Kondrachow also wants to gain worldwide franchisees to develop the brand.