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Hospitality is a relationship enterprise, and some of the important relationships to the business is between franchisor and franchisee. House owners evaluating their potential or present franchise partnerships do nicely to watch the relationship-building practices of main franchisors, equivalent to valuing proprietor enter and providing sturdy franchisee help. The inspiration of the connection, nevertheless, is belief, and main franchisors like BWH Motels and Alternative Motels Worldwide perceive what it takes to develop it.
“We construct belief by means of genuine engagement from the beginning with clear communication and well timed follow-up,” stated Larry Cuculic, president and CEO, BWH Motels. “Our method emphasizes transparency round model expectations and the revenue-driving and cost-saving help we offer. Moderately than counting on hardline gross sales techniques, we interact in consultative conversations and share actual success tales from present hoteliers for example the power of our partnership.”
Transparency can also be a trust-builder for Alternative Motels, whose improvement group ensures potential franchisees “have a transparent image of what it means to be a part of the Alternative Motels household,” stated Chief Growth Officer David Pepper. “We offer detailed efficiency information from our franchise disclosure doc, join them with current franchisees, and stroll them by means of our help methods to allow them to make an knowledgeable resolution.”
Multi-Channel Communication
This finest observe helps guarantee all franchisees obtain model updates and different important data in a medium that’s most impactful and handy to them. “We use a wide range of communication channels to maintain franchisees knowledgeable and engaged, together with weekly newsletters tailor-made to every proprietor or operator with dynamic content material, updates, motion objects, and sensible ideas designed to spice up income and scale back prices,” Pepper defined. “These are complemented by common electronic mail updates from Alternative Motels leaders, month-to-month newsletters, regional conferences, webinars, and extra. We additionally leverage a custom-built on-line portal and proactive outreach—equivalent to cellphone calls from our space administrators—to make sure well timed, customized help. Simply as vital, we prioritize listening by means of advisory councils and direct suggestions loops to make sure we’re addressing franchisee wants in actual time.”
Battle Decision
In any enterprise relationship, disagreements can come up; for instance, homeowners can have a problem with a brand new model normal. The most effective franchisors have practices that decrease the probabilities of battle, in addition to procedures to assist resolve them. “We perceive that every of our resorts is independently owned and operated, so we keep away from making use of overly inflexible, one-way approaches,” stated Cuculic. “As a substitute, we interact in open discussions round requirements and particular efficiency expectations. Our aim is to resolve challenges by means of proactive communication, clear documentation of expectations and duties, and a dedication to listening with a view to perceive and keep away from misunderstandings within the first occasion.”
Setting Up Franchisees for Success
Franchise firms can drive proprietor success in numerous methods, equivalent to providing training on operational finest practices and traits. Helping franchisees in assembly model requirements whereas on the identical time selling innovation on the native stage can also be key to optimizing lodge efficiency, which not directly strengthens the connection.
- Compliance Assist | BWH Motels facilitates compliance with model requirements by “conducting ongoing training by means of our Studying Administration System, model webinars, workshops, property/digital visits, and training from a devoted model administration group,” stated Cuculic. “We additionally present complete onboarding and coaching applications.” BWH Motels franchisee Tanna Zywina, proprietor of Greatest Western Lodge at River’s Edge, Orofino, Idaho, noticed that “Assembly model world requirements requires the precise instruments, sources, and accountability to transcend ‘simply acceptable.’ My regional service supervisor and district supervisor are all the time only a name away with solutions or options. It’s reassuring as an proprietor that this type of help is barely a cellphone name away.”
A key stage of requirements compliance is the bodily construct, and Alternative Motels’ help is exemplary on this space. “We provide complete model and design immersions that clearly information homeowners by means of planning, design, development, and the procurement of furnishings, fixtures, and tools,” Pepper famous. House owners admire this type of steerage. BWH Motels’ Design Crew, for instance, has been “an unlimited asset and time saver as we transform totally different areas of the property,” stated Zywina. “Their steerage helps us meet model requirements and create a regionally related visitor expertise that stands out in our aggressive market. That type of skilled help and collaboration is invaluable in serving to us succeed.” - Encouraging Innovation | Whereas manufacturers want to make sure their requirements are met, a tradition the place innovation is valued additionally helps franchisees and the model itself thrive. “Lots of our handiest applications have been formed by franchisee concepts and field-tested initiatives,” stated Pepper. “For instance, the Consolation Suites Your Suite Success Market program was developed in response to franchisee suggestions about restricted foyer area and the necessity for versatile retail choices. This system permits resorts to create compact, branded snack and beverage shows utilizing a modular cupboard system—enhancing visitor comfort and driving incremental income with out requiring a full market buildout. Franchisee enter has additionally influenced meals and beverage design parts, such because the structure of rooftop terraces and bar entry in Cambria properties, making certain that public areas are each operationally environment friendly and regionally interesting. This method displays our perception that franchisees should not simply operators, however entrepreneurs whose native insights assist drive systemwide progress.”
- Studying Assets | A 3rd method that franchisors can arrange homeowners for achievement is by way of sturdy instructional sources, equivalent to BWH Motels’ Studying Administration System for on-demand coaching, Member/Lodge Portal for instruments and updates, and workshops led by model groups which are delivered on-property, regionally, or just about. “We additionally supply platforms like BW Join the place hoteliers can submit questions on myriad points and obtain recommendation from their fellow hoteliers and company employees,” Cuculic famous. Zywina affirmed that “The training sources BWH Motels provides are vital for onboarding productive staff and ongoing employees coaching,” including that “related business programs masking the newest in carbon monoxide security, trafficking, and sanitation empower my group with confidence.”
Incomes 5 main awards in 2025, Alternative College can also be a extremely subtle studying platform that strengthens franchisee efficiency—and finally their relationship with Alternative Motels. “In 2024, practically two million programs have been accomplished, and resorts utilizing ChoiceU noticed LTR scores 1.4 factors greater than people who didn’t,” Pepper noticed. “To fulfill homeowners the place they’re of their journey, we provide {custom} studying tracks for brand spanking new and skilled hoteliers.”
Recognition and Celebration
Appreciating franchisees and their accomplishments bolsters engagement with the model, and the most effective franchisors go the additional mile on this space. Whereas awards, equivalent to BWH Motels’ M.Okay. Guertin Award and numerous “Champions” of the 12 months, are the standard method, manufacturers can actually go additional and have fun franchisees in numerous methods, equivalent to BWH Motels’ model communications that highlight excellent homeowners and resorts and customized recognition from senior management and the model group.
Recognition not solely helps relationships with franchisees but in addition conjures up their efficiency. “We consider recognition is a robust motivator,” stated Pepper. “From our annual awards at conference to highlight options in inner communications and social media, we have fun franchisees who go above and past. We additionally spotlight success tales in our supplies to encourage others throughout the system.”
Pepper additionally cited the corporate’s “Proprietor Spotlights” sequence on Voice of Alternative, Alternative Motels’ inner storytelling platform that connects franchisees throughout the corporate. “These options spotlight Better of Alternative winners by means of private Q&As, pictures, and behind-the-scenes insights—serving to groups perceive the folks behind the properties and have fun their achievements in a significant method. Externally, we amplify franchisee tales by means of earned media, improvement supplies, and govt social channels—positioning homeowners as model ambassadors and galvanizing others throughout the system,” he concluded.
A Voice for Franchisees
Tanna Zywina, proprietor of Greatest Western Lodge at River’s Edge, exemplifies the constructive affect of a model’s engagement with franchisee concepts and suggestions. “When our headquarter workplace listens and implements suggestions from frontline homeowners like myself, it builds respect and confidence,” she maintained. “That mutual respect creates an actual sense of partnership. I’ve skilled this fairly a bit whereas working with the BWH Motels Design Crew on ongoing renovations and visitor expertise upgrades over the final couple of years.”
BWH Motels additionally has a “tremendously sturdy organizational construction that ensures hotelier collaboration relating to operational methods,” in line with President and CEO Larry Cuculic. That features a board of administrators comprised of member hoteliers, advisory councils, model committees, regional providers manager-led roundtables, and regional advertising co-ops. “Serving as a governor and on committees like High quality Assurance and Advertising and marketing/Promoting has been extremely fulfilling,” stated Zywina. “I stepped outdoors my consolation zone to contribute my perspective on advertising and have had the prospect to work hand-in-hand with BWH Motels’ CMO Joelle Park, who has taken our world model promoting to the subsequent stage. Connecting with friends, giving suggestions, and seeing actual modifications occur makes me really feel valued and a part of one thing larger.”
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