Jill Atfield

Case Study - Atfield top


As hihotels franchisees for more than 35 years, Jill Atfield and her family previously owned four Red Carpet Inns and a Scottish Inns hotel. In 2009, Jill jumped at the chance to purchase an independent property in North Carolina’s Blue Ridge Mountains called the Highland Hills Motel & Cabins. When looking to brand the hotel, she knew hihotels’ Master Hosts Resorts brand was the perfect fit since its properties are in destination locations and are encouraged to preserve their own identities.

The hihotels Difference

Having a niche property like this, Jill has always valued hihotels’ unique franchising model that offers less restrictions and more independence to operate the way she wants. She particularly enjoys the sensible brand standards and flexibility that allow her to maintain the individuality of her hotel. In addition, hihotels’ Central Reservation System powered by Sabre makes it easy for Jill to change or manage rates on her own, while keeping her property at the competitive forefront.


Unlike thousands of hotels throughout the country, Jill’s Master Hosts Resort – Highland Hills Motel & Cabins enjoyed success during the pandemic with a 75–80% occupancy rate. This was due to:

• Her ability to quickly implement precautionary practices while other brands were slow to adapt.
• hihotels’ powerful CRS that helped fill rooms during weekdays and downtimes.
• The ongoing support she received from her Assurance & Marketing Program director