Journey's End Corporation (founded 1978 in Belleville, Ontario) built two-story hotel buildings with no on-site amenities to compete directly in price with existing motels. Rooms were comparable to a good hotel but there was no pool, restaurant, health club, or conference center. There was no room service and generic architectural designs varied little between cities. The chain targeted "budget-minded business travelers looking for something between the full-service luxury hotels and the clean-but-plain roadside inns", but largely drew individual travelers from small towns who traditionally supported small roadside motels.