CNBC Web Exclusive Video

Nearly 11 years ago, the partners of the Vantage Hospitality Group realized it was time for a change in the lodging industry. And today, its first hotel brand, Americas Best Value Inn, has become the 9th largest limited service hotel chain in the country and Vantage is now the 10th largest hotel company in the world.

"When we started this business, many people tried to discourage us; told us a new national membership brand would never work," said Roger Bloss, Founder, CEO & President of Vantage Hospitality, parent company of Americas Best Value Inn. "However, we didn't listen, and we certainly didn't get to where we are today by following the rules."

History is obviously made by leaders with innovative ideas, who aren't afraid to break the rules. The old rules of the lodging industry used to be:

  • Don't start a business with your close friends
  • Don't introduce a product into a well-established market
  • Don't expect exceptional growth within the first 10 years
  • Don't let hotel owners run the brand

Bloss and his partners ignored the critics and made Americas Best Value Inn the exception to the rule. Ever since, there's been "a whole lot of shaking going on" in the lodging industry.

The growth of Vantage Hospitality can be attributed to Bloss' development of The Freestyle Brand Affiliation Model - which is an affordable brand alternative to the typical franchise model. In other words, Americas Best Value Inn is a hotel company run by hotel owners.

Hotel owners or "members" are charged low, flat fees, based on number of rooms - not a percentage of revenue; no long term contracts; and members have a voice and a vote in the brand's direction. In fact, Americas Best Value Inn is lead by a member Advisory Board and Advertising Council and any changes to the brand's direction, including fees, must be voted upon and approved by two-thirds of the membership.

In just 11 short years, Bloss has grown Vantage Hospitality, the parent company of Americas Best Value Inn, to become:

  • The 10th largest hotel company in the world.
  • The only hotel company to be ranked five consecutive years on the Inc. 500/5000 List of Fastest Growing Private Companies.
  • Grew Americas Best Value Inn from two hotels to over 950 in 11 years of operation.
  • Americas Best Value Inn has been recognized as one of The Fastest Growing Hotel Chain in the last decade.
  • Expansion of the brand into China and Canada with Chinas Best Value Inn and Canadas Best Value Inn.
  • Added The Lexington Collection - a hotel brand available in the upper-mid and upscale lodging segments. This brand has grown to over 20 strategically placed properties throughout the U.S. and China in just three years.

Americas Best Value Inn has always walked to the beat of a different drummer, competing with over 80 well-established national hotel chains in the market. The brand's commitment to technology and multitude of national resources offers its members the opportunity to immediately get their revenue off and running and quickly increase their ROI.

We encourage you to view the three minute CNBC website exclusive for yourself and to share the link with your colleagues, family, and friends. We think you'll agree that the video speaks for itself and is an excellent representation of Vantage Hospitality.

Also take a listen to a radio podcast conducted by Glenn Haussman, editor-in-chief of Hotel Interactive, with Roger Bloss. As always, Glenn is very entertaining as he and Roger discuss hotel industry trends and technology.