Hihotels’ franchisee advisory council marks two years

How Hihotels Franchisee Advisory Council Drives Growth in 2025?

HIHOTELS BY HOSPITALITY International, a franchiser of conversion and new-build economy hotels, marked the second anniversary of its franchisee advisory council, which supports policy development, new initiatives, and brand operations. The council includes five franchisee hotel owners, one vendor and hihotels President and CEO Chris Guimbellot.

The council also helps prioritize and refine strategies to ensure franchisees use existing services fully before new programs are introduced, hihotels said in a statement.

“The advisory council is an incredible opportunity to exchange ideas, implement strategies, and create real change that benefits hihotels, our brands, and fellow franchisees,” said Amit Patel, co-owner of the Red Carpet Inn in Rochester, Minnesota.

The council advised on industry events and networking strategies to support franchise development, the statement said. It helped shape changes to hifranchise.com, resulting in a 31 percent year-over-year increase in page views. Members also contributed to the update and relaunch of the loyalty program, which has seen average annual membership growth of 25 percent, offering instant rewards to consumers at no cost to franchisees.

Guimbellot said each advisory council member brings commitment, knowledge and ideas that support hihotels’ progress.

“Their commitment and innovative ideas have helped increase efficiency and expand resources throughout the system, and we are all very grateful for their contributions,” he said.

The council provided direction for the development of “hihub,” a portal for education, operations, CRS and marketing resources, with engagement increasing over time, hihotels said. It also guided the creation of Best of the Best, a rewards-based program focused on increasing revenue through guest experience improvements.

In January, Hihotels launched “Best of the Best”, a rewards-based recognition program for top-performing inns, hotels, and suites across its system. Participating properties received incentives, revenue tools, and cost-saving opportunities.

The council also streamlined messaging and incorporated franchisee input in emails, leading to a 9 percent increase in open rates and a 20 percent rise in program participation over the past several years, the company said. It introduced WhatsApp groups for real-time discussions on promotions, operations, vendor products and CRS questions.

Hihotels held its Southeast Regional Convention in Spring, Texas, in November as part of a series of regional gatherings that brought together franchisees from Texas and nearby areas. Led by Guimbellot and his team, the event focused on core strategies—communication, education, participation, and differentiation—to guide the brand and its franchisees.