Brand Platform. Upper midscale, limited-service hotels; located primarily in suburban/rural markets, with limited airport and urban locations.

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1 Brand Guide 2018

2 Brand Platform Positioning Essence Audience Value Proposition Brand Pillars Selling Line Upper midscale, limited-service hotels; located primarily in suburban/rural markets, with limited airport and urban locations. Modern Country Warmth. Leisure and business travelers that are grounded in the values of family and home, and appreciate life s real moments. Country Inn & Suites delivers a heartfelt experience through inviting design, products and services so that all guests feel like they are welcome and that they matter. Naturally Grounded; Community Centered; Selfless Service. I love this Country SM

3 Brand Pillar: Naturally Grounded We provide warmth that s authentic and naturally comfortable.

4 Brand Pillar: Community Centered We believe we are all connected as a community that matters to each other.

5 Brand Pillar: Selfless Service We serve with respect, gratitude and our whole hearts.

6 Experiences to deliver by area

7 Key Spaces Our key spaces cover each of the main guest-accessible areas common to hotels across the Country Inn & Suites portfolio. Our five categories Social Spaces, Food & Drink, Guest Rooms, Meetings and Wellness each play a different, yet equally important, role in the guest journey. 1. Social Spaces Living room Den Veranda 2. Food & Drink Servery Breakfast room 4. Meetings Meeting room 5. Wellness Swimming pool Fitness center 3. Guest Rooms Guest rooms and suites Bathrooms within guest rooms Corridors

8 Experience to deliver Social Spaces Food & Drink Guest Rooms Meetings Wellness Open and friendly spaces that invite the guest to relax and work in comfort. Start the morning right with our signature, hot breakfast. Bright and welcoming rooms provide an inviting place to unwind. Stay productive and work in comfort. Pool and fitness facilities to relax and refresh. Inviting fireplaces serve as lobby focal points and a place to gather Comfortable seating with soft textiles create a casual feeling of home Surfaces and finishes such as stone and wood add warmth, interest and depth Multi-use breakfast space reflects the welcoming hub of a home Modern setting with communal tables that create a sense of togetherness Warm and inviting decor and color palette Color, pattern and furnishings add character and visual interest Suites offer an abundance of space with separate sleeping and living areas Light, airy bathroom touches with contemporary materials Flexible meeting rooms to accommodate small groups Personal touches such as vases, lamps and framed artwork create interesting focal points Business center space to stay productive Modern, spa-like materials and finishes Loungers, tables and chairs for gathering and resting Fitness equipment and weights in the fitness center that overlooks the pool area Artwork and decorative elements create interesting focal points Natural daylight in the corridors creates an open feel

9 Key Brand Experiences

10 Key Brand Experiences Country Inn & Suites delivers a warm and welcoming experience through every guest touchpoint. Sleep Experience (mattress, bedding) Inviting Spaces (indoor/outdoor fireplaces, pool) Stay Connected (free WiFi, device streaming) Feel at Ease Experience the Locale Offering a choice of experiences to help guests feel at ease. Offerings that are true to a locale. Read It & Return Lending Library SM Welcome Corner (24/7 cookies, coffee & tea) Enjoy Memorable Moments Feel welcome and at home with warm service and thoughtful gestures. Brilliant Basics Consistently delivering the essentials. Complimentary, Hot Breakfast (on real dining ware)

11 Sleep Experience A comfortable and welcoming bed serves as the focal point of the room. Comfortable mattress Two pillows per guest (firm and soft) Duvet with soft, crisp white linen Additional blanket and pillow available within closet Signature headboard adds visual interest

12 Complimentary, Hot Breakfast Make a good morning great with our signature, free hot breakfast. Served on classic dining ware with real silverware to make guests feel even more at home Our menu changes daily so guests can always enjoy a variety of options Tasty choices range from wholesome classics to build-your-own options Guests are greeted each morning and assisted by a Breakfast Host

13 Welcome Corner Experience a welcome as warm as our cookies. The delicious smell of freshly-baked cookies lead guests to our welcome corner for a tempting cookie (or two!) Coffee and an assortment of tea is available for guests to enjoy in a common space or take back to their guest room Available all-day, every day

14 Read It & Return Lending Library SM A favorite of kids and adults, our lending library celebrates the love of reading. Our partnership with Penguin Random House provides a wide selection of current book titles Guests can borrow a book and relax in the living room or enjoy it in the comfort of their guest room If they don t finish it during their stay, they can take it with them and return it during their next visit Opportunity to add board games and other entertainment

15 Stay Connected We understand how important it is for both business and leisure travelers to stay connected to what matters the most. Every Country Inn & Suites offers Free WiFi access in all guest rooms and common spaces Casual work space with communal table, computer and printer for guest convenience Guest room connectivity for device/ entertainment streaming (ie. Apple TV)

16 Inviting Spaces As our guest, you don't just stay at our hotels, you live in them for a little while. We invite you to feel at home. Gather around with friends or colleagues at one of our indoor fireplaces Enjoy s'mores on the veranda at our outdoor firepit Take a refreshing dip in our pool or splash around with your kids on a family vacation

17 Experience Value Proposition At Country Inn & Suites, we have one goal to make you feel at home. Guest experience attribute Pre-Stay Stay Post-Stay Feel at Ease Free Wifi Personalized confirmation s Military 1st recognition and benefits delivery Alternative pillow and blanket option Did You Forget? Program Weekday Newspapers Grab and Go Breakfast Loyalty Program Experience the Locale Blog content Shuttle Service (optional) Order Inn Local restaurant delivery (optional) Welcome corner Enjoy Memorable Moments Service Program 24/7 complimentary cookies, beverages Hot breakfast on real dining ware Read It & Return Lending Library Online express check-out Blog with Share Your Story feature Brilliant Basics Express Checkout Online Reviews Pre-arrival with estandby Upgrade Sleep Experience Casual Work Area Fitness Center Swimming Pool Bath amenities Shower Hair dryer USB Ports Social Media Customer Survey s

18 Brand Expressions

19 Brand Signaling In-house items Key Card & Folder Front Desk Signage Bathroom amenities Stationery Treats Welcome Mat

20 Signage and Wayfinding

21 2018 Country Inn & Suites by Radisson. 701 Carlson Parkway, Suite 200, MS 8254, Minneapolis, MN All Rights Reserved. This offering is made by prospectus only. Minnesota Franchise Registration Number F-1559.