Choice Hotels Unveils Fresh Looks for Comfort and Country Inns

New Looks for Comfort, Country Inns

Choice Hotels International is launching new, cost-effective prototypes for Comfort and Country Inn & Suites by Radisson. These designs will generate additional revenue for owners while maintaining the same footprint, and they aim to reduce construction costs by 10 to 15 percent. Furthermore, the brand identities for both Comfort and Country Inn & Suites have been refined to enhance their distinction in the marketplace, strengthening Choice Hotels' position in the upper midscale segment. Over the coming year, Choice Hotels plans to test and introduce a range of updated brand features, including a revamped breakfast selection, new furniture, fixtures, and equipment (FF&E) packages, among others, as part of its ongoing commitment to brand investment and long-term growth.

"Choice Hotels is committed to growing and strengthening both Comfort and Country Inn & Suites by Radisson by ensuring we are providing incredible value and return for both owners and guests," said Judd Wadholm, Senior Vice President and General Manager of Choice Hotels' Core Brands, which include upper midscale, midscale and economy brands. "With an average 90 percent brand recognition for both brands, deep expertise in the upper midscale segment, and newly refined brand identities—combined with the power of Choice Hotels' franchisee support system—we're creating an environment to help drive hotel performance."

To inform these updates, Choice Hotels solicited extensive feedback from owners, undertook a thorough analysis of customer preferences in hotel experiences, and utilized its comprehensive insights about the upper midscale guest to uncover untapped opportunities within the competitive landscape. The result was a set of revamped brand positioning and prototypes aimed at delivering the value guests seek while maintaining an operating cost that is advantageous for owners wishing to enter or expand in this segment.