Candlewood Suites

Extended Stay Hotel

Date Submitted
November 10, 2014

Prepared By

Tracey M Jackson
BUS 360 SECTION 001

Rev 8/11

Candlewood Suites

Extended Stay Hotel

Table of Contents
COMPANY OFFERING PRODUCT/SERVICE...............................................................................................1
Company Description
Company Location(s)
Other Products Offered
Market Areas Sells To

1a
1b
1c
1d

PRODUCT/SERVICE BEING MARKETED.....................................................................................................2

Description of Product
Features and Capabilities
Product Life Cycle

2a
2b
2c

MARKET OF PRODUCT/SERVICE..................................................................................................................3
Customers for Product
Why Product Needed
How Product Used
When Product Bought

3a
3b
3c
3d

PRODUCT/SERVICE POSITION .....................................................................................................................4

Competitors Offering Products
Competing Products Features/Capabilities
How Competing Products Different
Competing Products Evaluations
All Products Market Share

4a
4b
4c
4d
4e

PRODUCT/SERVICE MARKETING CHANNELS ........................................................................................5

Current Product Marketing Channels
Competitor(s) Marketing Channels
Advantages/disadvantages of Current Channels
Possible Alternative Channels

5a
5b
5c
5d

PRODUCT/SERVICE MARKETING PROGRAM .........................................................................................6

Overall Marketing Program
Program Changes Made
Product Demand Generation Programs
Product/Service Branding
Product/Service Marketing Success
Recommendations

6a
6b
6c
6d
6e

INFORMATION SOURCES.............................................................................................................................7-8
Individuals
Web Sites
Other

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Candlewood Suites

Extended Stay Hotel

Company Offering Product/Service

Company Description
Candlewood Suites is an extended stay hotel designed for long term stays. It provides almost the
same amenities as an apartment complex.
Company Location(s)
Candlewood Suites is located in Raleigh, NC off Leadmine Rd. near Glenwood Ave.
Candlewood Suites also have various locations throughout the north and south east of the
country.
Other Products/Services Offered
The company offers a rewards program called IHG Rewards where a long term or frequent
customer can sign up and earn points on a daily basis. When a guest reaches a certain amount
they earn free nights.
Market Areas Sells To
Candlewood Suites market their services to traveling business clients, people relocating to the
area and people that are in transition from apartment to house or house to apartment.

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Candlewood Suites

Extended Stay Hotel

Product/Service Being Marketed

Description of Product/service
Candlewood Suites provides a service of comfort. When a person is away from home or
transitioning into a home Candlewood Suites tries to capture that comfort and convenience of a
home.
Features and Capabilities
Candlewood Suites Offers a variety of amenities such as a gym where guest can work out. They
provide laundry services such as a free onsite laundry facility. There is business center that
provides printer copier and fax services. Throughout the hotel free Wi-Fi is provided. Within the
business center there is a service called Lending Locker where guest can sign out different items
that are not in their room such as a juicer, tea pot, blenders, waffle irons, and mini grills. The
locker also provides recreational items such as playing cards, board games as well as office
supplies. Candlewood Suites has a snack and beverage area called the cupboard where different
items such as juice, soda, water chips, cookies, TV dinners and different items can be purchased
at a reasonable price. Inside a standard room guest have full size refrigerators with ice makers,
Flat screen TVs, DVD player, 2 burner stove, dishwasher, garbage disposal, pots and pans, a set
of silverware, queen size bed, desk, and a recliner. The suite provides the same amenities with a
pull out couch and a separate bedroom for the queen size bed. Outside the hotel is a gazebo area
with two gas grills where guest can grill out if they want or just enjoy being outside.

Product/Service Life Cycle

Candlewood was founded in 1995 by Jack DeBoer. With humble beginnings the company started
to grow in the late 1990s. They werent able to turn a profit until 1999. By 2001 Candlewood
had spread to over 30 states with close to 90 properties. The company had the most growth in the
early 2000s. The early room contained a small kitchen, complete with coffee maker, dishwasher,
microwave, and full-sized refrigerator. The living room/office space included a television with a
VCR, a desk, clock-radio, CD player, and two phone lines, all designed for the convenience of a
traveler spending at least five days. Today the company has definitely enhanced its look and
modernized its rooms. The company is still very much so in the growth stage with all the
changes being made to the brand and the image of Candlewood Suites.

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Candlewood Suites

Extended Stay Hotel

Market of Product/Service
Customers for Product/Service
The customers that come to the hotel are mainly your traveling customer. They travel very
frequently from place to place on business so they need a comfortable place to live while they
are temporarily in town. Another customer that loves to stay at the hotel is your transitioning
customer. This customer has recently moved to the area and has not decided on where they will
be living. They want a place they remind them of home and dont necessarily have that Im in a
hotel feel to it.
Why Product/Service Needed
This service is needed because it provides the comforts of a home without a huge commitment to
a lease. Customers dont have to worry about if they are not able to stay as long or if they must
stay longer. They can simply notify the hotel and the hotel makes the necessary adjustments.
How Product/Service Used
Throughout the entire year, customers come in from all around the country and world to stay.
Many customers book their stays through their companies online. The service can be purchased
online at the Candlewood Suites website. Customer also goes through third parties such as
Expedia, Booking.com, and Hotels.com.
When Product/Service Bought
The busiest times are during the week from Monday through Thursday. Many clients go home on
the weekends but work in Raleigh during the week. The service is also heavily purchased during
non-holiday seasons.

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Candlewood Suites

Extended Stay Hotel

Product/Service Position
Competitors Offering Products/Services
One of Candlewood Suites biggest competitors is Hampton Inn & Suites. Other competitors
include Residence Inn, Homewood Suites, La Quinta Inn, Courtyard by Marriot, and Ramada
Inn.
Competing Products/Services Features/Capabilities
Hampton Inn & suites as well as other competitors offer similar amenities. The Hampton Inn
offers free complimentary breakfast, pool, cribs and high chairs for small children and they offer
audio visual equipment rentals. They also have rooms with king size beds as well as rooms with
two double queens size beds. They offer executive suites on each floor.
How Competing Products/Services Different
Hampton Inn & Suites branding has switched their image to more of a luxury hotel. They
compete to get a more upscale clientele. They offer executive suites as well as meeting spaces for
businesses. Instead of a lobby they offer a lounge with flat screen TVs at every station.
Competing Products/Services Evaluations
Candlewood Suites have always been reasonably priced. Candlewood focuses on getting to know
the customer and accommodating any specific need that they may have. Since Candlewood
Suites has repeat and long term customers, they can hone in on what their customers want from
them to better serve them.
All Products/Services Market Share
Candlewood Suites and Hampton Inn & Suites both offer snack rooms, laundry service, free
parking, housekeeping service, business centers, speedy check out and rewards programs.

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Candlewood Suites

Extended Stay Hotel

Product/Service Marketing Channels

Current Product/Service Marketing Channels
Candlewood Suites main marketing channel is through social media and the internet. Craigslist is
one of the main channels used informing potential customers of deals and discounts offered
throughout the year. Candlewood also uses feedback sites such as trip advisor to get customers
feedback about the hotel. Customers get reviews from trip advisor and decide to try the hotel out
for themselves.
Competitor(s) Marketing Channels
The competing markets use TV commercials, internet ads, social media as well as craigslist.
Recently the company has been doing TV commercials saying how great the breakfast is and
how comfortable the beds are.
Advantages/Disadvantages of Current Channels
Using Craigslist and other internet sites, customers can see what the hotel offers, read the
reviews, and quickly and easily make a decision on if they want to stay. Although Candlewood
offers discounts and deals throughout internet sites they dont reach the clientele that they need
to reach through those channels only. Everyone does not feel the Trip advisor is a trustworthy
site as in a hotel rating. Customers may also prefer the hotels website to look for deals and book
a room instead of going to craigslist.

Possible Alternative Channels

Candlewood Suites may consider doing TV commercials to get the brand more recognition.
Doing this causes the brand get more exposure to different market that may not know about the
Candlewood brand or what it offers. The brand also considers other social media websites such
as twitter.

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Candlewood Suites

Extended Stay Hotel

Product/Service Marketing Program

Overall Marketing Program
The hotel currently markets toward working class people by providing low prices to everyday
customers as well as getting involved in service projects. Habitat for Humanity and Candlewood
cares are two major programs that reminds customer that Candlewood is not only just a hotel but
it also serves the needs of the community. The program also focuses on service and quality of
service. The customer is valuable and the hotel gives them their undivided attention. No matter
what the request is or when, the guest should always be accommodated
Program Changes Made
The program was centered on amenities and what was offered to the guest. Recently the focus
has changed to the guest traveling on business and needing a better quality of service. The launch
for service has resulted in a change in titles of local hotel staff. The brand is recreating itself to
cater to more professional clients. Since these clients will expect more, the brand has recently
gone through a series of upgrades and renovations to accommodate the modern customer.
Product/Service Demand Generation Programs (including Social Media)
The hotel uses a lot of social media to advertise the brand. Candlewood Suites actually hires
sales/marketing director to go around to attend social functions to get corporate accounts. They
also obtain list of companies in the area to set up appointments to meet them and ask for business
Product/Service Branding
There are several brands that IHG offers. The main brands are Holiday Inn and Candlewood
Suites. The brand is well known in the extended stay category and is often ranked high in that
category. When people think of this brand the words long term comes to mind. People know with
this brand they will have a similar experience as if they we still in the comforts of home.
Product/Service Marketing Success
Candlewood Suites have been fairly successful in expanding their brand and altering their target
market. They are able to reach different types of customers such as your traveling customer on
business or your truck driver or construction worker. They are changing they are changing the
way people think when it comes to extended stay hotels.
Recommendations
Although they have been somewhat successful with the brand and how people look at it, they
still need to put more money into advertising the brand on TV. According to the marketing
division, they would reach even a larger audience that can get to know the brand.

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Candlewood Suites

Extended Stay Hotel

Information Sources
Individuals
Name Darren Sheehan
Title General Manager
Organization Candlewood Suites
Address 4433 Leadmine Rd
City, State, Zip Raleigh NC 27612
Web Site Candlewoodsuites.com
E-mail address and Phone number dsheehan@GenerationCompanies.com (919) 7894840
ext.7803
Name Shelly Turner Paramore
Title Regional Sales Director
Organization Candlewood Suites
Address 4433 Leadmine Rd
City, State, Zip Raleigh NC 27612
Web Site CandlwwoodSuites.com
E-mail address and Phone number Shelly@GenerationComapnies.com (919) 7894840 ext. 7851
Name Mary Noser
Title Director of Sales
Organization Hampton Inn & Suites
Address 3920 Arrow Drive
City, State, Zip Raleigh NC 27612
Web Site raleighcrabtreevalleysuites.hamptoninn.com
E-mail address and Phone number mary.noser@hilton.com (919) 8817080
Web Sites
Organization Candlewood Suites
Web Site Address CandlewoodSuites.com
Information Obtained: amenities, prices, room descriptions, special offers
Organization IHG
Web Site Address www.ihg.com
Information Obtained information about the brand, rewards program, company vision
Organization Hampton Inn & Suites
Web Site Address raleighcrabtreevalleysuites.hamptoninn.com
Information Obtained rates, room layouts, special offers, amenities

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Candlewood Suites

Extended Stay Hotel

Other Sources
Name of Source: Ana Maria Godoy
How Obtained: Assistant General Manager of Candlewood Suites
Information Obtained: experience in Candlewood Sales and Promotion
Name of Source: Jasa Lewis
How Obtained: Sales Coordinator at Candlewood Suites
Information Obtained: experience in marketing extended stay hotels
Name of Source
How Obtained
Information Obtained

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