Press Releases

New Day Rising at Days Inn

A fresh service promise and a new look

NEW YORK Sept. 27, 2007 — Days Inn is rolling out a new identity to 1800 properties worldwide. The first change in 37 years, the new logo is just the most visible part of revitalizing the entire guest experience. The new logo retains the sun and silhouette, supplementing them with vibrant colors, intricate forms and softer typography. It signals a new day rising — where exceptional customer service is key to the guest experience. Verse Group helped Days Inn refresh this iconic brand.

“We focused the Days Inn story around their guests’ needs,” said Michael Thibodeau, Managing Partner of Verse Group. “Our Narrative Branding® methodology allowed us to identify key points along the guest journey and select the most effective tactics for delivering excellence at each of these points.” The Days Inn service promise, service training, communications programs and operational materials (from menus to staff uniforms) are anchored by the guest experience model. Days Inn has created crossfunctional teams to focus on delivering the ideal guest experience.

The roll-out began last week with the launch of the revamped Days Inn Web site. Over a third of Days Inn properties will have new signage this year. All will be using new materials by year end.

“Though we are in the early stages, we already see results,” said Christopher Trick, Vice President of Marketing for Days Inn Worldwide, Inc. “Among guests and our operators, the new image is 300% more appealing, seen as “warm” and “inviting”. We have had tremendous response from our franchisees and their staffs. As our “hosts”, they play a key role in delivering the Days Inn promise.”

“This new branding program will help Days Inn retain leadership long into the 21st century.” said Randy Ringer, Managing Partner of Verse Group. “They are poised for a brilliant future where their brand of sunny customer service creates a truly distinct guest experience.”