p profiles ASURE Accommodation Group:
ASURE Colonial Lodge Motel, Napier
Genuine ASURE hospitality IN TRUE KIWI SPIRIT, THE ASURE ACCOMMODATION GROUP WAS SET UP WITH SOLID VALUES BY PASSIONATE PEOPLE TO ENSURE ALL VISITORS TO THIS INCREDIBLE COUNTRY FULLY EXPERIENCE ITS FANTASTIC HOSPITALITY. From the day these helpful and friendly hosts of independently owned and operated accommodation properties joined forces in 2007, they have ‘ASUREd’ guest comfort with absolute confidence. Today, the ASURE Accommodation Group is a collection of over 40 properties nationwide and visitors to New Zealand are offered a selection of quality and affordable motels, motor inns, motor lodges and apartments. Doug Robinson is the managing director of ASURE, the New Zealand owned and operated accommodation group. He told us: “We got together to investigate how we could enhance our own properties collectively and explore if any of the existing groups would suit our requirements. We also all had concerns over costs that were being driven into the New Zealand market-place from international booking sites and the impact this was having on New Zealand consumers.” Together, this collective of accommodation providers realised that they had many years of industry experience, along with varied business and valuable hospitality marketing ideas and knowledge. They believed that by working collaboratively and pooling their skills, they had a prime opportunity to add real value to their properties. Doug revealed: “We chose the name ‘ASURE’, and from that the brand and its identity was created, now the logo is easily recognised and represents a high standard of service. Signage forms an important promotional ingredient for ASURE and experience clearly suggests that professional, high quality and reliable signage is critical to our company’s success.” As a new group with enthusiastic and innovative members, it has confidently evolved over the past 11 years since the brand was launched. With valuable contributions from members, the group has been able to implement business and marketing strategies leading to ASURE’s growth and expanding its share of the market - now having 46 properties nationwide. ASURE’s quality system has been developed and endorsed by the members, the public, travel agents, wholesalers, and government departments - all adding real value to the ASURE brand. Doug stated: “ASURE’s quality assessment framework ensures the same consistency is achieved and guests can be confident when they stay with an ASURE property that they will receive quality, friendly service and value ASURE Albert Park Motor Lodge, Te Awamutu
throughout their stay. All properties must meet ASURE’s three-star-plus to four-star-plus quality. “While these annual assessments are vitally important for maintaining a high consistent standard year on year, the ASURE brand is continually assessed daily and nationally by our guests on what they experience and of course by our operators.” ASURE holds an annual and mid-year meeting in both the North and South Island and, according to Doug, members are given the opportunity to sit around a table and openly discuss current and future prospects... face to face! This is an inclusive occasion where everyone can share ideas and plan the direction for the group and Doug feels this is “unique to the ASURE Group”. ASURE prints its own directories annually, with the ASURE loyalty programme on the back and they are available to every guest at all the ASURE properties. In addition, ASURE offers a ‘corporate card’ which is used mainly by their representative travellers. Doug said: “Our ASURE loyalty programme is simple and user-friendly, obligation-free, and requires no formal application or joining fee – stay at three or more ASURE properties and receive $100 off your tenth stay. This is our way of saying ‘thank you’ to our ASURE guests.” Furthermore, booking has never been easier because ASURE has its own online booking portal with no booking fees - ASURESTAY.com - it is a ‘book now, pay when you stay’ online portal. ASUREdirect.com is ASURE’s own online travel agents, wholesalers, and corporate company’s portal. Of course, ASURE also offers instant bookings by phone and its mobile app. “ASURE is always open to discuss membership with new properties, motels, apartments or hotels wishing to join the ASURE Accommodation Group. It is not a franchise or a chain but a marketing referral group, whereby marketing fees go back into advertising” Doug clarified. In summary, in the overcrowded world of accommodation marketing, the key ingredient is an instantly recognised symbol and brand. However a logo and a name is simply not enough to satisfy customers. Doug said: “A successful brand knows what its customers need and expect. It delivers a strong message which confirms the credibility and reliability of all aspects of the property while encouraging customer loyalty and building an emotional attachment to guests and potential guests. ASURE is that brand.” ASURE offers a way that you can you get ahead of your competition in your town and offers its members the following benefits: • • • • • • •
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ACCOM MANAGEMENT GUIDE
Property-to-property vibrant referral network. Up-to-date member ASURE directory and corporate referral card. ASURE products decided by membership. Group marketing to areas property cannot afford. Generic promotional material available. Brand promises, and values which are equally applicable to our guests and our properties. Belong to a group that values its members.