Clarion – Get Together

When you convert your hotel into a Clarion^® franchise property, you tap into a unique opportunity. As a midscale full-service hotel offering food & beverage and meeting space amenities, Clarion is a nationally recognized hotel franchise brand serving a need in the “gatherings” marketplace not filled by any other hotel brand today. The “gatherings” segment is potentially 70 to 90 million annual room nights room nights, driving an opportunity for return with a reasonable conversion investment.*

You can tap into full array of support, including in-depth training, local customized marketing, and our proprietary restaurant concept Bistro C, giving you the ability to streamline your operations to increase efficiency, With the focused and efficient “Food & Beverage-light” operational model, you have the flexibility to get the most out of your existing property configuration. The focused service program is designed to increase the potential for guest return and demand by catering to a wide range of business and leisure group occasions — from business meetings to weddings, reunions and weekend getaways.

In 2012, Clarion brand hotels received an average of 47.9% of gross room revenue through the Choice Hotels Central Reservations System (CRS) and other non-CRS marketing channels.**

Features

The Clarion brand offers a “focused service” operational model targeting the business and leisure gatherings market. The strategy is designed for conversion, a great fit for hotel franchise owners with midscale, full service assets. Our franchisees are supported by localized marketing tools in the form of eMenu programs and local sales collateral. Focused service means having the essential offerings to serve the small gatherings market, such as:

• Meeting space with catering
• Lounge with at least beer and wine
• Pick-up meal service
• Streamlined menu of a.m. and p.m. meals

This approach allows for flexibility in the food service concept, décor and execution at the local level while attaining a consistent basis of food service. We are meeting guests’ expectations and providing our owners with a program that is simpler, more efficient, and easier to deliver successfully.

Key Brand Standards/Identifiers

• Business center offering 24 hour service
• Meeting and banquet facilities with catering
• Streamlined F&B program offering menu of a.m. and p.m. meals
• Free high-speed Internet access
• Free newspaper on weekdays
• Swimming pool and/or exercise room

Distribution

Hotels Open as of December 31, 2012

Total Hotels: 320
In the U.S.: 191
International: 129
Total Rooms: 43,717
In the U.S.: 27,441
International: 16,276

Hotels Under Development as of December 31, 2012

Total Hotels: 27
In the U.S.: 13
International: 14
Total Rooms: 2,789
In the U.S.: 1,596
International: 1,193

*Source: Smith Travel Research 2007
**Source: See Clarion Franchise Disclosure Document dated April 1, 2013. For the 42 hotels that were included in the sample, 22 hotels or 52.4% met or exceeded the Total Choice Contribution presented. Actual results may vary.