Bella Vista Motel Group
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Managing director for Bella Vista Motel Management, Ian Little, says: "This marketing partnership will provide a greater level of exposure internationally to the 'one stop shop' ethos of Bella Vista. It's a unique approach that will allow guests to confidently enjoy New Zealand, safe in the knowledge that their accommodation expectations and requirements have been met for their entire itinerary."
The business partnership involves the appointment of a sales and marketing manager, development of corporate and international travel trade business, expansion of online capability and the installation of new reservations software.
The Bella Vista Motel Group features 27 strategically located properties throughout New Zealand, 18 in the South Island and nine in the North Island. Consistent standards of comfort and convenience are achieved through the use of a standard design. Standard colours are also used, meaning the properties can be easily recognised. All are 4 star Qualmark rated. It is the largest single collection of consistent motel properties in New Zealand and the only nationally recognised branded motel network.
The network was designed to better meet the changing needs of today's traveller.
"We recognise that the majority of those who travel today are constantly on the move and require convenience, comfort and good locations," said Mr Little. "Industry statistics show that, whether international or domestic, travel itineraries tend to include more locations with less time spent in each. Bella Vista's recognition factor, convenience and availability throughout New Zealand put the network at the forefront of motelling nationally."
Mutual support
Bella Vista Motel Group is a 100 per cent New Zealand owned and operated company, created by Ian Little. "It's a network designed to recognise the advantages of uniformity of standards, design and convenience for motel guests," he said.
L-R: Ian Little, Roger Buller & Anton WilkeAs an operator, one of the big advantages of belonging to the group is the support available from other network members. This includes asking for help with the booking system, computer or just general motel business, as they all run the same systems.
Other advantages include the benefits of bulk buying and group advertising.
The social side is also important with the owners getting together at up to two meetings a year, including an AGM which is usually overseas. Bill Langley and Jill Barnett of Bella Vista Fox Glacier say many long term friendships have been formed in this way. "We have an enviable lifestyle as we are not tied to the business and can enjoy as much time off as we'd like, with experienced motel minders in former Bella Vista moteliers," said Jill.
Former operators Jeff and Louise Puddle share those sentiments. Said Jeff: "Even though we worked hard, we thoroughly enjoyed the lifestyle of motel life and found that we were able to take time out to do the things we enjoyed and could afford to take regular breaks away.
Louise said they chose to purchase a Bella Vista motel as the group had: "a good name, good support system and is still growing in size."
Some of the points they found to be good in the Bella Vista group compared to a stand-alone motel were:
• Support from the Bella Vista management when needed
• Good, friendly support from fellow moteliers
• Group buying power
• Group advertising
• Group meetings where everyone has a say on what the group will be doing in the future
• An executive made up of fellow moteliers and Bella Vista management, and any motelier can go on the executive
• Wide awareness of the brand
• Loyalty card for regular guests and a national corporate rate for corporate clients with support for other loyalty schemes like AA and Super Gold card.
"We found guests made a conscious decision to stay at Bella Vista motel because they knew that they were getting the same standard of accommodation, friendly service and cleanliness throughout the country," said Louise.
Mark and Denise Snowdon of Bella Vista New Plymouth say that before they even opened their motel, they were able to contact other Bella Vista (BV) operators to gain some idea of how their individual businesses were run. "In fact we were able to stay with several to learn their operating systems," said Denise. "It was a huge advantage to be able to have a hands-on experience in an almost duplicate motel."
Mark says that when they opened their own motel, the support from the rest of the group was invaluable. "As we were new to motelling we initially were very stressed in trying to cope with a number of things, including the computer booking system (G4), invoicing through G4, telephone systems plus the day to day running of the motel. It was reassuring to know we could call any number of other BV operators at any time to get help and advice."
Mark and Denise say it soon became clear that belonging to the BV chain was going to have some significant benefits, including:
• Referrals from other BVs
• A common website and booking system
• A common 0800 number
• A loyalty programme that is universal to all the BVs
• The power of group advertising
• The benefits of everyone using the same branded items such as stationery, toiletries, pens etc.
Bella Vista Ashburton"The latest BV initiative has been the corporate rate for all BVs , which means that once a company has been accepted for a corporate rate they will stay with the chain all over the country – definitely another big plus for owning a BV motel," Denise said.
Aaron and Tracey Porteous of the Bella Vista Motel Taupo had their first experience with Bella Vista Motels as guests. After staying at a number of the properties and meeting the operators, an idea formed in their minds that this could be something they would both enjoy doing in the future.
"The future came upon us quicker than expected when an operator advised us that the Bella Vista in Taupo was nearing completion and was still not sold," Aaron said.
"This provided us with an opportunity to escape the Auckland rat race and settle in a more laid back location."
Tracey says the benefits of being part of the group, whilst still retaining flexibility and not being tied into a rigid franchise system appealed to them both. "This meant we could then put our own individual style into the way we run our business. Once the decision was made, we packed up house and began our new life. The support from other operators was invaluable in those early months when you wonder what you have gotten into."
They have formed friendships with others in the group and find the referral system and cash rewards programme work extremely well – just two examples of how being part of the group helps generate business.
