The Phoenix Inn Suites in downtown Bend is scheduled to become a DoubleTree by Hilton this month, making it the second hotel in the area to join Hilton brand, with one more on the way.

While the name will change, the ownership remains the same, said Greg Clay, chief investment officer for JMI Realty, the owner of 10 Phoenix Inns and DoubleTrees in Washington and Oregon.

“We just had an opportunity to convert the hotel to a national brand, a larger recognized brand, so we are choosing to do that,” Clay said.

He said the hotel has made improvements, adding higher-quality furnishings in guest rooms, and adding a restaurant and bar.

Clay said the company made the decision to improve the hotel at 300 N.W. Franklin Ave.in February and decided in June to convert it to DoubleTree.

The downtown Bend hotel is being converted along with a Phoenix Inn Suites in Olympia, Wash., Clay said. And last year, JMI converted the Phoenix Inns in Beaverton and north Salem to DoubleTrees.

“The brand hopefully brings more customers,” Clay said. “There’s a group of travelers that would see Phoenix Inn and not know what it is. But they would see a DoubleTree by Hilton, a more recognizable brand, and have more confidence in staying there.”

Clay said customers who frequently stay at Hilton hotels gain points through the Hilton HHonors program — the equivalent to a frequent-flier program for the hotel industry. So, certain travelers will look specifically for Hilton Hotels when they are traveling, he said.

Alana Hughson, CEO and president of Central Oregon Visitor’s Association, agreed.

The traveling public has become more value conscious since the recession, she said. The ability to gain points though loyalty programs has been on the rise, which has created some very brand-loyal customers.

Last year, AmeriTel rebranded its hotel on Southwest Bluff Drive as the Hilton Garden Inn. And construction is underway on 114-room Hampton Inn and Suites, another Hilton brand, just south of the Les Schwab Amphitheater.

“From an overall tourism perspective, we certainly understand when an independent hotel decides to affiliate with a national brand,” Hughson said. “It comes with the benefit of the national marketing efforts, a reservations system and brand loyalty.”