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Wilson has been finding so many of them lately that he seems to have a patent on the golden goose. On the average, a new Holiday Inn is opened every three days-or one new room every 36 minutes. Already Wilson has 1,405 inns in 50 states and 20 foreign countries or territories. The inns are a catalyst and a reflection of the age of mass travel; last year alone they served 72 million guests. The Holiday Inn sign, a 43-ft.-tall tower in screaming green, orange and yellow, is almost inescapable on American highways...
Spreading round the world, Holiday Inns have opened in places as varied as Greece and Swaziland, Switzerland and Hong Kong, Morocco and Nassau. Last month the company opened an eleven-story inn in Monte Carlo. On his Brazil trip, Wilson closed deals to build six inns, with local investors putting up most of the capital in return for Holiday Inns' name and know-how. Over the next five years, Holiday Inns will build seven outlets in Israel alone, some of them in kibbutzim...
Gifts for Brides. Holiday Inns' canny management is matched by its aggressive marketing. For example, it uses its Holidex reservation system to find out which areas produce the most bookings, then directs its heaviest advertising to them. Each motel manager is expected to make at least five sales calls a week, visiting local civic and fraternal clubs to hymn the benefits of using his inn for meetings. Some managers cull newspapers for engagement announcements, and send bracelets and other gifts to prospective brides, along with a pitch to honeymoon at Holiday Inns...
Indeed, few corporations dominate their industries the way that Holiday Inns dominates the fast-growing business of lodging. Its success has lured a host of imitators into the motor-inn field: Howard Johnson's, ITT Sheraton, Marriott. Despite this competition, Holiday Inns has more than four times as many rooms as its closest rival in the hotel or motel field, Ramada Inns (see chart, page 81). Right now Wilson's company counts 208,939 rooms, with a total of more than 300,000 double beds...
...Holiday Inns has ridden out front by offering a host of new services that Wilson devised to lure more and more travelers. Wilson's company was the first national chain to put up children at no cost when they share a room with parents, the first to offer free cribs for babies, as well as free TV sets and telephones in every room, a swimming pool at every motel and a kennel for traveling dogs. It was also the first to place ice machines and soft-drink machines in hallways, thus sparing the traveler the cost of room service...