Choice Hotels Canada Employs LRA Worldwide for Mystery Shopping Brand Assurance Program

TORONTO, Ontario/HORSHAM, Pennsylvania; February 6, 2006 – Choice Hotels Canada Inc., the largest lodging franchisor in Canada, has engaged LRA Worldwide, Inc., to conduct a Mystery Shopping Brand Assurance program for the more than 270 properties in its system. LRA, based in suburban Philadelphia, is a leading consultant in the area of Customer Experience Management (CEM); its Quality Assurance/Mystery Shopping practice conducts more than 4,000 hotel, resort, casino, golf, airport, stadium/arena and retail inspections in a given year.

Seven brands are represented in the Canadian franchises – Comfort, Comfort Suites, Quality, Sleep Inn, Clarion, Econo Lodge and Rodeway Inn. Likewise, the properties span the entire country, touching 10 provinces, from Newfoundland to British Columbia. LRA will employ multiple full-time hospitality consultants to criss-cross the country visiting properties in order to uphold the twin pillars of every Choice brand – comfort and value.

“Every enterprise of our size and reach is mindful of brand assurance and consistency, whether we’re talking about a lodging experience or any other consumer interaction,” explained Mike Jackson, President for Choice Hotels Canada. “Our promise to Choice customers is a clean, attractive room, good service, friendly staff and great rates. We are confident that LRA is the right partner to help us continue to deliver on that promise at each and every one of our Canadian properties.”

LRA has conducted similar programs with many of the most well-known names in the lodging industry, across all service categories. From Holiday Inn Express to the St. Regis, LRA’s programs are designed to measure to the exact specifications and needs of the particular brand.

“Regardless of the number of stars attached to a property, a brand assurance program is about one thing – trust,” said John Roberto, LRA’s Executive Vice President leading the project. “The guests at a Quality Inn are placing their trust in Choice that the experience is going to be as promised, just as the guests at a Four Seasons are doing. We’re committed to working with the entire Choice Canada team and each franchisee to ensure that the guest’s trust is well-placed.”

Indeed, the program that Choice and LRA have developed is more “carrot,” less “stick,” as the inspection is designed to provide on-the-spot coaching and property-development guidance.

“It has always been our goal to serve all of our customers,” continued Jackson. “This program helps us do that by providing franchisees with a pathway towards a more profitable property and guests with the quality and value that they have a right to expect from a Choice brand.”