What are some hallmarks of successful concepts, such as Holiday Inn Express breakfast program?
Morgan: I think any successful concept evolves, and we always have to be sensitive and responsive to what the consumer is expecting, and where they want the menu to go. Much of Holiday Inn Express’ breakfast program’s success, for example, is due to the fact it very effectively addresses the guests’ needs and demands, and that it is well executed and consistent. I think it hits guests’ demands, and as guests’ demand evolve, so will that program. HOTELS: What are your immediate and longer-term goals? Morgan: Right now my goal is to listen and to learn in order to fully understand the business, the brands and the consumer expectations. I’m a big believer in collaboration. In a nutshell, I’m interested in crafting the strategies and providing the programs and resources to serve more guests, more frequently and more profitably. Direct comments to: kstrauss@reedbusiness.
