Atlanta-based Hospitality Lodging Systems (HLS) is launching a new soft brand called "Haven Hotel" early in 2015.

Atlanta-based Hospitality Lodging Systems (HLS), which assumed sole world-wide franchising and management of the Budgetel brand on November 1, is launching a new soft brand called "Haven Hotel" early in 2015.

"As part of a very strong response to the renewed Budgetel brand, we have had considerable interest from owners in the United States plus also in China and India who are looking for a support network that offers more flexibility than existing franchise options," explained Doug Collins, Chairman and CEO of HLS.

"With the Haven brand, we can provide an alternative affiliation and identity for properties, especially independent hotels, who want to plug into the established resources of HLS, notably our revenue and reservation management systems."

Properties will be able to either use the Haven name alone or retain their existing name and add a tagline that describes it as "a Haven Hotel."

"Our standards are not as restrictive or punitive as those of many other brands," adds Collins. "We appeal to hoteliers who want to operate their property in their own way, but who know that they need some administrative and marketing help to enhance their profitability."

About Hospitality Lodging Systems (HLS)

HLS, which currently manages a system of 19 Budgetel properties, expects to double its portfolio within six months. The brand features one of the industry's most owner-friendly contracts and fee schedules, which is based largely on AAHOA's "12 points of fair franchising" and includes an annual exit opportunity.