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CEO Paul Kirwin addresses attendees at the AmericInn annual convention in Las Vegas.
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LAS VEGAS, Nev.—AmericInn’s
new leadership outlined its aggressive growth strategy during its
recent annual convention in Las Vegas, Nev., this week. “In 2010,
AmericInn is going big,” said Ron Burgett, vice president of
development, of the company’s aspirations.
Burgett along with CEO Paul Kirwin—who came onboard last May as COO,
and took over as CEO this past January—headlined the event and gave
some insights into how AmericInn plans to grow. At the centerpiece of
its strategy is a plan to go national with a targeted conversion
campaign. In the past, the company had been grown strictly through
new-build properties.
The company is investing in both capital and new personnel to add
properties to its portfolio. Traditionally, AmericInn has had a great
concentration of properties in the Upper-Midwest, particularly in
Wisconsin, Iowa, and its home state of Minnesota. However, the company
is looking to have a greater penetration of the mid-scale market
nationally, and has hired six new sales representatives to find
conversion opportunities. Burgett introduced the names of these
representatives and their regional territories.
These new representatives increase AmericInn’s sales force
dramatically, and in an interview, Burgett said he might even bring in
a few more representatives once they access their national coverage
needs. During the interview, Burgett said he would like to see many
more openings than in the past. “I would like to see 20 transactions in
2010,” he said. He also made it clear the company consulted with its
owners’ council before going forward with its growth strategy, and that
the feedback has been positive.
Within the last year, AmericInn’s parent company, Northcott
Hospitality, has brought in Kirwin and Burgett, two industry veterans,
to lead the company into new hotel development territory. This also
marks a dramatic departure from its previous plans to sell the company.
Kirwin spoke candidly about the company’s trustee ownership change of
heart. “There was more value in keeping the company for their children
and grandchildren.”
During the conference, several upper-management executives discussed
their visions and spoke of their individual departmental goals during
the morning session on the opening day of the conference.
While moving very quickly in its initiatives, AmericInn’s upper
management stressed the importance of patience. “It takes time to build
brand development, said Kirwin during his keynote presentation.
Nonetheless, he made it clear about its goals, saying, “I look forward
to growing this brand bigger and better.”
Kirwin also said the company was looking to grow its newly launched
loyalty rewards program as well as its hot AmericInn Perk breakfast.
The company is also seeking to increase its central reservation system
revenues from its existing 23 percent to 30 percent in the next few
years.
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