Mr. Roger Bloss - CEO of Americas Best Value
|1) What are your plans to market the brand on the Internet?
“ABVI has an extensive Internet marketing strategy
in place that includes Search Engine Marketing,
optimization, local marketing, online marketing
campaigns, property website program, and a new
and enhanced property photo and virtual tour
|2) How important is Internet marketing to your
“Internet marketing campaigns constitute about
50 percent of our overall marketing budget.
ABVI’s integrated marketing plan includes offline
channels to further enhance online searches.
This media mix has resulted in continued progression
of reservations and revenue for our members.
In 2008, website visits increased by 50 percent
as compared to 2007, and overall reservations
on AmericasBestValueInn.com increased by 55
percent. In 2009, we have many additional strategies
that will be implemented to continue the positive
|3) What do you feel
about the contribution of Asian Indian hotel owners
towards the growth of your brand and the hospitality
industry in the U.S.?
“I have been a strong supporter of AAHOA since the organization’s
inception. Vantage Hospitality is also an AAHOA founding
sponsor. We have a large contingency of Asian American
owners in our brand and they have been a large factor
in our success, not only as members, but also many serve
on our Ad Council and Advisory Board. The growth of
this community, through many generations now, has made
a major impact on the hospitality industry.”
4) What are your three most important priorities
that will generate greater value for franchisees?
“Our objective has always been to allow our members
to be in business for themselves, not by themselves.
That’s why our most important priorities have focused
on offering a voice and a vote on all of the brand’s
policies and guidelines; providing low, flat fees versus
a royalty fee; and offering the highest level of resources
in the industry to our members, from reservations to
marketing and member service; plus, we offer an extensive
level of educational services so that our members have
the opportunity to greatly increase the operational
efficiency and marketing effectiveness at a local level.
It’s all a winning combination of philosophies and resources
that have contributed to the brand’s success.”
5) How can Asian Indian Hotel owners take greater
part in hotel policy formulation?
“For our brand, joining the Ad Council and Advisory
Board would allow for that. In other chains, join the
similar associations that most of the other good brands
6) What do you feel are the three most important
strengths of Asian Indian Hotel owners that make them
“First is work ethic. Second is immediate and extended
family, which is a way to parlay resources. Third is
their foundation for education.”
7) What do you feel about mobile Internet? Will
travelers start booking hotels through mobile by 2015?
“We recognize the changing dynamics of the Internet
and the processes travelers use to plan and book travel.
We’re expanding the programs that use Google Maps for
directions and local attractions; providing an optimized
experience for users of mobile devices such as PDAs
8) How important is it for hotel owners and
franchisors to study Traveler Generated Content and
reviews written on popular travel portals like TripAdvisor,
“Americas Best Value Inn already has a full-scale user-generated
tracking program in place at a brand level and educational
programs for our members at a property level. More than
85 percent of our hotels have a Trip Advisor rating.
It’s extremely important that these ratings are monitored
on a consistent basis by our brand and individual members
so that problems may be addressed immediately and action
taken. These programs will continue and be expanded
in 2009 as well.”
9) How can hotel owners take advantage of Social
Media and Web 2.0?
“Hotel owners need to monitor the social media sites
and use the information as a means to address concerns
by travelers. Social Networking is here to stay and
you must know how to use these sites to your advantage
in terms of improving your operations and properties."