Four Points by Sheraton prototype in Cambridge

WHITE PLAINS, NY—Cambridge, Ontario will be the site of one of Four Points by Sheraton’s new-build prototype hotels, which will feature the brand’s contemporary look, complemented by classic and comfortable interior design elements refreshed for today’s self-sufficient traveller. Highlights include a state-of-the-art fitness center, swimming pool, an average of 1,100 square-feet of flexible meeting space, and premium food and beverage facilities, including a full breakfast and Seattle’s Best Coffee.
 
The Cambridge property is slated to open in the third or fourth quarter of this year.
In designing the prototype, Four Points by Sheraton articulated everything it takes to build a hotel in a full set of plans, already created and loaded, said Brian McGuinness, senior vice-president of specialty select brands for Starwood. This reduces the need for an architect/designer.  It also enables a developer to calculate the cost of production quickly, and break ground quickly—the goal being to open the hotel as fast as possible since that’s when hoteliers  start making money.

“It also provides consistency for the brand with the building of a set of plans.  The quality is higher, and from a brand perspective, we get exactly what we’re looking for,” McGuinness added.

Features of the prototype include Four Points’ signature two-storey lobby with lots of natural light.  There’s a flexible bar area adjacent to the lobby, which gives the hotel the opportunity to take the customer from wake up call with a cup of coffee, to last call with a bar area, said McGuinness.

Some of the prototype hotels will have a restaurant, and some a café, plus pools, exercise rooms, the signature breakfast, free WiFi, and free bottled water.  “Customers certainly like the notion of water, and certainly like that it is free,” McGuinness said.

“Of the nine Starwood brands, Four Points by Sheraton has the largest footprint in Canada with 18 hotels open and operating,” McGuinness pointed out.  In 2008, the chain opened the Victoria Gateway, and this year will see openings in Winnipeg South, Cambridge, Ontario, Saskatoon and Niagara Fallsview.  “There will be another seven to nine in the next couple of years,” he added.

In addition to the new prototype hotel, Four Points by Sheraton will also debut its flagship vacation resort property – Four Points by Sheraton Harbor Resort and Yacht Club in Punta Gorda, Florida — this month. The opening will mark the unveiling of the brand’s new Gateway Lifestyle design package. Reminiscent of a lake house or breezy beach cottage, the new design features crisp white and honey-coloured woods with blue and green accents and joins the brand’s existing City View and New Homestead interior design packages.
 
The resort will include all the amenities included in the regular prototype, along with outdoor spaces with swimming pools and outdoor cabanas.

Asked whether there will be a vacation resort using this prototype in Canada, McGuinness said, “let me know if someone is interested.”

Existing properties renewed

All this focus on prototypes doesn’t mean that existing properties have been neglected.  On the contrary, faced with a decision to sell the properties or rejuvenate them, Four Points chose to spruce up existing hotels to the tune of $1 billion over the last five years.

“We’re making a solid foray into the select service market,” said McGuinness. The chain identified hotels that didn’t fit their vision for the brand, and talked to the owner/developer about what they needed in terms of a PIP (property improvement plan). The owner/developers could then decide whether they would like to be deflagged or whether they wanted to spend money to make their spaces “on brand”.

“On brand” means a hotel that meets design standards, has appropriate beds and bedding including the Four Comfort bed—“essentially hotels with what travelling customers expect from a Starwood brand,” McGuinness said.

The result is a 70 percent turnover of the portfolio driven by major property renovations, conversions and new-build hotels, along with significant improvement in the brand’s overall scores on quality and loyalty.

Boasting the largest pipeline in its history, Four Points by Sheraton is poised to open its 100th hotel in North America while continuing to make a meaningful contribution to Starwood’s growth with plans to open more than 20 hotels in 2009. The brand’s uncomplicated comfort positioning and “No Nickel and Diming” platform have proven to be successful in both established and emerging markets all over the world.

“By actively reinventing the brand, we have dramatically improved quality and consistency, while continuing to serve as a major growth vehicle for Starwood both in North America and around the globe,” McGuinness noted.

“In today’s tough economic climate, our focus on doing the basics better is striking a chord with a growing number of travellers. As we start to see travellers returning to the road, we’re ready to give them just what they want and need – a comfortable bed, a fresh, clean style and popular extras – all at a good, honest value.”

Four Points by Sheraton, with 135 properties in 22 countries, offers the self-sufficient traveller style and comfort combined with a spirited “can-do” service – all at an honest value. The hotels are located in easy-to-reach areas – close to major airports, suburban centers, urban hot spots and resort and vacation destinations. Four Points’ Simple Pleasures program celebrates the little things in life that make a big difference in guests’ travel such as a great beer, a complimentary bottle of water, and a tasty treat at the end of a long day.