Howard Johnson is revealing early details and designs around its reinvigoration project for the brand.
“Howard Johnson is a brand that for millions of travelers conjures fond memories of ice cream cones and family vacations,” says Eric Danziger, Wyndham Hotel Group president and CEO. “It’s a name that carries with it incredible equity. Reinvigoration is about growing the brand and restoring it to its rightful place within the industry by inspiring that same type of brand loyalty and affinity from a new generation of consumers.”
As part of the unveiling, the brand shared conceptual interior and exterior designs that will begin appearing at test locations throughout the U.S. as early as the end of next year. Described as clean, fresh, fun, and timeless, the designs showcase a new Howard Johnson that offers a playful but modern appeal.
Once tested and refined, the brand expects U.S. franchisees to have the opportunity to join the new Howard Johnson as early as 2015provided a property has completed the necessary improvements. A new construction prototype is also expected to be available in the coming years.
Costs to join the new Howard Johnson are anticipated to be available prior to rollout, with the expectation that they will be competitive with other brands in the lower end of the midscale segment. The transition of the brand’s full portfolio to the new Howard Johnson-which will see the phasing out of the brands tiers, including Howard Johnson Inn, Howard Johnson Express Inn, and Howard Johnson Plaza, among other changes-is expected to be a multiyear process.
