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Case from journal
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Reference no. NAC2023
Authors: John W O'Neill
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 2000
Length: 39 pages
Data source: Field research

Abstract

In 1998, Steve Bodi, of the Claremont Companies of Massachusetts, was analyzing the feasibility of purchasing for $1.2 million a 36,506-square-foot real estate parcel in the Boston, Massachusetts, suburb of Revere and developing a Residence Inn by Marriott hotel franchise. Claremont was an opportunistic, entrepreneurial organization that developed, operated, or owned real estate throughout Massachusetts and across the east coast of the United States. The Residence Inn concept originated in Wichita, Kansas, in 1975 by Jack DeBoer, an entrepreneur who founded the chain. In 1987, Marriott acquired Residence Inns, renaming the brand ''Residence Inn by Marriott''. Marriott operated the chain primarily as a franchise organization, with Marriott providing for franchisees'' advertising, quality control, and a toll-free reservation system that generated substantial guest business. Through Marriott''s marketing muscle targeted at the hotel development community, coupled with its force of commissioned regional franchise sales representatives who continually called on potential hotel developers, Marriott grew the Residence Inn brand substantially. By 1999, there were approximately 300 Residence Inns with over 30,000 guest suites located throughout North America.

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Abstract

In 1998, Steve Bodi, of the Claremont Companies of Massachusetts, was analyzing the feasibility of purchasing for $1.2 million a 36,506-square-foot real estate parcel in the Boston, Massachusetts, suburb of Revere and developing a Residence Inn by Marriott hotel franchise. Claremont was an opportunistic, entrepreneurial organization that developed, operated, or owned real estate throughout Massachusetts and across the east coast of the United States. The Residence Inn concept originated in Wichita, Kansas, in 1975 by Jack DeBoer, an entrepreneur who founded the chain. In 1987, Marriott acquired Residence Inns, renaming the brand ''Residence Inn by Marriott''. Marriott operated the chain primarily as a franchise organization, with Marriott providing for franchisees'' advertising, quality control, and a toll-free reservation system that generated substantial guest business. Through Marriott''s marketing muscle targeted at the hotel development community, coupled with its force of commissioned regional franchise sales representatives who continually called on potential hotel developers, Marriott grew the Residence Inn brand substantially. By 1999, there were approximately 300 Residence Inns with over 30,000 guest suites located throughout North America.

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