With an eye toward distinction and owner
profitability, these enhancements, are designed to help increase
revenue, optimize costs, and fortify Choice's industry-leading
upper midscale brands
NORTH
BETHESDA, Md., March 18,
2025 /PRNewswire/ -- Choice Hotels International,
Inc. (NYSE: CHH), one of the world's largest hotel franchisors, is
introducing new, value-engineered prototypes for Comfort and
Country Inn & Suites by Radisson that will provide more revenue
driving spaces for owners within the same footprint and achieve a
10 to 15 percent reduction in construction costs. In addition, the
brand identities for both Comfort and Country Inn & Suites have
been sharpened to create even more distinction within the
marketplace for travelers, fortifying Choice Hotels'
industry-leading upper midscale brands. Throughout the year, Choice
Hotels plans on testing and rolling out a series of new and evolved
brand hallmarks, including an updated breakfast offering,
furniture, fixtures, and equipment (FF&E) packages and more as
the franchisor continues to invest in its brands, driving growth
and long-term brand success.
"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 shape these updates, Choice Hotels sought extensive owner
feedback, conducted an in-depth study of what customers care about
most in a hotel experience and leveraged its extensive knowledge of
the upper midscale guest, identifying unmet opportunities within
the competitive landscape. What emerged were refreshed brand
positionings and prototypes designed to provide guests with the
value they are looking for at an operating cost favorable for
owners looking to expand or get into this category.
Comfort: Where the joy happens
One of the most
well-known hotel brands in the U.S. with more than 2,100 locations
and 122 in the pipeline, Comfort provides its guests with a sense
of belonging that enables them to unlock the joy of travel whether
they are staying for business or with their family. An open lobby
allows for clear line of sight to its breakfast area and lounge
seating space, so that guests immediately feel familiar with their
location, easing them into a relaxed stay. With a hallmark Comfort
Way of service, guests experience delightful touches throughout
their stay, including a warm greeting from staff and signature
localized postcards, making them feel welcome so they can let joy
in and focus on their travel occasion.
In the updated prototype, the hotel lobby, breakfast and flex
room areas have been adapted to incorporate a more intuitive design
that features refined furniture finishes, and a cheerful,
energizing space for guests to work, play and enjoy breakfast.
Bright and elevated colors feature in the guest rooms and public
spaces, putting guests in a positive frame of mind.
Key prototype details:
- Increased revenue-generating spaces: The
prototype adds three keys within the existing property
footprint.
- Shortened timeframe to open a hotel: An estimated
30 percent reduction in the number of stock-keeping units (SKU) in
the FF&E package makes it easier and quicker to order and ship
materials, and thus faster to open new or conversion hotels.
- Optimization of successful Rise & Shine prototype at
enhanced value: The new prototype enhances the Rise &
Shine prototype, which was introduced in 2023 with fresh and
contemporary design that resonates with guests of all ages. Adopted
in more than 140 properties, including in Nashville, Huntsville, and Fort Myers, the protypes
increased guest satisfaction scores compared to previous designs.
The updates to the Rise & Shine FF&E design package result
in an ability to provide a cost optimization of 16 percent on
average, achieved through smart, innovative design, detailing, and
partnerships.
Country Inn & Suites: Generosity you can
feel
The enhanced brand identity for Country Inn &
Suites by Radisson draws from a philosophy of generous hospitality,
appealing to sophisticated guests who deeply value a comfortable,
relaxed environment with a residential ambience so they can feel at
home in their travels. From the moment they walk through the doors,
guests are received with a friendly welcome as the staff greet them
with a warm smile and a signature freshly baked chocolate chip
cookie. The public space invites the guest into a well scaled
single-story connected lobby and dining space, which draws guests
to relax, meet, and enjoy the lobby and hearth. Guests are drawn in
to unwind in a cozy chair by the fireplace or to enjoy a free
homestyle breakfast or a curated snack in a modern country
kitchenette and dining area.
Key prototype details:
- Increased revenue-generating spaces: Through an
optimization of the public space and back of house layouts, the
prototype gained 18 keys while reducing the minimum land footprint
required to develop.
- Reduced FF&E implementation costs: The design
evolution maintains the rich legacy of Country Inn & Suites,
while offering solutions that build upon the experiences that
Country guests expect and love – at lower implementation costs for
owners.
- Live display to franchisee: Choice Hotels
will showcase Country Inn & Suites' public space design
evolution, finish selections, and approach to implementing the
design solution to franchisees at its annual convention, held in
April in Las Vegas, Nevada.
"Comfort and Country Inn & Suites by Radisson share an
inimitable legacy of hospitality and value done right and these
updates position each brand for even greater success in today's
evolving business landscape," said Jenny
Aboudou, Head of Upper Midscale at Choice Hotels
International. "Choice Hotels has given its brands an edge because
we prioritize the voices of our franchisees and are obsessed with
studying the dynamic preferences of today's travelers. These
insights have been crucial in shaping our next steps for our upper
midscale brands so they can remain the ones customer favor and
return to for many years to come."
Strong Performance
Choice Hotels has maintained a strong track record of success
for its brands, including Country Inn & Suites, which it gained
through the acquisition of Radisson Hotels Americas in 2022. This
year, the company announced that Country Inn & Suites achieved
a 19-point increase in RevPAR Index, a 20% rise in direct online
contribution, and an increase in revenue from group and business
travelers year-over-year. Choice last year also accomplished strong
development growth in its upper midscale segment with two brands
openings a combined 107 hotels last year.
Owners also benefit from Choice Hotels' franchisee success
system which focuses on helping drive revenue, lowering costs and
providing state-of-the-art tools designed to streamline owners'
hotel operations and help maximize their financial gains. These
tools include the award-winning ChoiceMAX, an advanced,
mobile-first revenue management solution that adapts hotel rates to
changes in the market using real-time data, and ChoiceConnect, a
mobile-friendly portal that allows franchisees to seamlessly manage
their properties remotely.
Owners also gain from Choice's popular direct
channels, ChoiceHotels.com and the Choice Hotels mobile app,
which have achieved a year-over-year increase in booking conversion
rates following a relaunch of the website and the app customer
experience.
Country Inn & Suites and Comfort also participate in Choice
Privileges, the award-winning rewards program that enables more
than 69 million members to access over 7,100 hotels in 46 countries
and territories.
Subscribe to receive Choice Hotels news updates via
email here.
About Choice Hotels®
Choice Hotels International, Inc. (NYSE: CHH) is one of the
largest lodging franchisors in the world, with over 7,500 hotels,
representing more than 650,000 rooms, in 46 countries and
territories. A wide-ranging portfolio of 22 brands, from
full-service upper upscale properties to midscale, extended stay,
and economy enables Choice® to meet travelers' needs in more places
and for more occasions while driving more value for franchise
owners and shareholders. The award-winning Choice Privileges®
rewards program and co-brand credit card options provide members
with a fast and easy way to earn reward nights and personalized
perks. For more information, visit www.choicehotels.com.
About Comfort®
The Comfort brand has been trusted by
travelers and hotel owners for over 40 years. With more than 2,100
hotels open worldwide, Comfort Inn®, Comfort Inn & Suites®, and
Comfort Suites® properties offer guests a sense of belonging
so they can unlock the joy of travel. The largest 100%
smoke-free hotel brand in North America, Comfort hotels offer
spacious rooms, complimentary amenities including a hot, hearty,
and healthy breakfast, free Wi-Fi, a business center, and a fitness
center and/or swimming pool. For more information,
visit www.choicehotels.com/comfort-hotels.
About Country Inn & Suites®
Country Inn & Suites by Radisson is a leading upper
midscale brand designed to give guests an experience of generous
hospitality through inviting service and products. Franchised or
owned and managed in the Americas by Choice Hotels International,
Country Inn & Suites hotels feature complimentary hot
breakfast, a signature freshly baked cookie, and welcoming social
spaces that include an indoor fireplace to make guests feel at
home. For more information,
visit https://www.choicehotels.com/country-inn-suites.
Forward-looking Statements
This communication includes "forward-looking statements" about
future events, including anticipated development, hotel openings
and performance. Such statements are subject to numerous risks and
uncertainties, including construction delays, availability and cost
of financing, and the other "Risk Factors" described in our Annual
Report on Form 10-K and our Quarterly Reports on Form 10-Q, any of
which could cause actual results to be materially different from
our expectations.
Addendum
This is not an offering. No offer or sale of a franchise will be
made except by a Franchise Disclosure Document first filed and
registered with applicable state authorities. A copy of the
Franchise Disclosure Document can be obtained through contacting
Choice Hotels International at 915 Meeting Street, Suite 600,
North Bethesda, MD 20852, or by
email at development@choicehotels.com.
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SOURCE Choice Hotels International, Inc.
