Exceptional Facilities and Service: Microtel

by Joan Leotta

You've just traveled for miles to begin a family vacation. When you check into your hotel you expect that, even if you're not quite as comfortable as in your own home, at least your basic needs will be met. But, even after the Americans with Disabilities Act mandated certain hotel adaptations, travelers with disabilities often find that basic accessibility is the exception, and the comforts of home a pipe dream.

Recognizing that accommodating travelers with disabilities made business sense, Microtel Inns set out to change all that. "I want Microtel to be the preferred hotel chain for travelers with disabilities," says Mike Leven, President and Chief Executive Officer of U.S. Franchise Systems, franchiser of Microtel Inn & Suites. "The financial advantages—providing adequate hotel accommodations to millions of travelers with disabilities—make this an obvious market."

The Microtel Difference

Already a well-regarded business, Microtel and its affiliates run 1,218 properties in 49 U.S. states and throughout South and Central America. With an average room cost of $43 to $45 a night, Microtel was recently voted the top budget hotel chain by Entrepreneur magazine.

An advantage in tackling the ADA stumbling block other hotels often face in performing building retrofits to accommodate for wheelchair users, is Microtel's program of building each property as a new structure. Leven, a 38-year veteran of the hospitality industry, notes, "I believe that we are in a unique position to be on the ground floor to truly serve the needs of these travelers." Atlanta-based U.S. Franchise Systems, Inc. acquired the franchising rights for Microtel, an all new-construction, interior corridor budget hotels in the mid-1990's.

Meeting Physical Needs

From the beginning, Microtel has taken pride in going beyond some of the ADA's requirements. Leven highlights the accommodations made for deaf travelers. "Our hotels have TTY's and hearing aid kits with telephone alerts. Rooms have door knock alerts, vibrator alarm clock systems, and telephone amplifiers." The smoke alarms for the visually impaired, the decibels are ten times greater than other rooms. Also, a flashing strobe light for hearing impaired goes off. Alarm horns must be at least 85 decibels.

Microtel goes beyond the letter of the law in other ways. Reception counters are situated lower than in other hotels to accommodate wheelchair users, and all public areas have accessible restrooms. The number of adapted rooms at each property is based on the total number of rooms in that hotel, but all Microtel's, regardless of size, have at least one room available with a roll-in shower.

To ensure availability for travelers with disabilities, Microtel hotels avoid booking ADA rooms to non-disabled guests unless no other rooms are available. Leven says, "We don't have any statistics available on ADA-room occupancy rates [but] they are guaranteed available if booked in advance."

Opening Doors

Construction changes and adaptive devices can help a hotel stay within ADA requirements, but how to ensure that staff attitudes are appropriate? Leven's dedication permeates every aspect of guest experiences, from first contact through checkout.

Recognizing the crucial role customer service plays in consumer loyalty, Microtel replaced it own disability sensitivity training with the Opening Doors program. Developed by Bill and Cheryl Duke, of W.C. Duke Associates, Inc., Opening Doors trains hotel employees to develop an "attitude of accessibility." Through the Opening Doors program, hotel staff learn practical skills ranging from dealing with service dogs to communicating effectively with guest with speech impairments. Training sessions, which last two to three hours, take place at every hotel opening and as part of every general manager training class for all on-site employees. Classes include a video and role play as well as general instruction.

Leven credits the program for giving Microtel employees "a new attitude toward persons with disabilities." Now, he says, his hotel staff "have the knowledge and confidence they need to handle most situations."

"We met the Duke's at a Council of Hotel and Restaurant Trainers Conference," he notes. "We [use] their Opening Doors program because it is specific to our industry." In addition to its special training for hotel staff, the firm offers training for restaurants, banks, groceries, and other retail and service industries. Founded in 1991, W.C. Duke Associates is an international leader in training businesses how to comply with the human side of ADA.

Tapping the Market

Making the public aware that adapted rooms are available is another part of the hotel chain's commitment to service. "We want to be the preferred hotel chain for travelers with disabilities," says Leven. "We have a limited ad budget, but have promoted Microtel's accessibility in USA Today and regularly advertise on the web on MapQuest and other sites." In addition, Leven speaks frequently and takes an active role on panels at conferences that attract attendees with disabilities.

Just as all Microtel employees—from reservation clerk to manager—are trained to be sensitive to guests with disabilities, so too is its "virtual" employee, the Microtel Web site. Features include links to the Opening Doors page, tips for travelers with disabilities, and a panoramic view of a typical ADA Microtel room.

Feedback received through the Web site helps Microtel make the kinds of accommodations that travelers want most. Results of recent survey posted on the site let Microtel know that respondents most want accessible showers, large bathrooms, accurate information when calling ahead, and staff that is helpful and sensitive to the needs of the disabled.

Taking Action

One survey respondent stressed the need for more information on room features. In response, Microtel plans to launch an online and print directory including special icons noting the features available in specific accessible rooms. This Accessible Room Description brochure will include information such as room dimensions, types of alert systems, and parking availability.

Thanks to these and other special touches, families that include people with disabilities are finding that, if they stay at Microtel's, they'll be able to relax and enjoy the comforts of home.