US expansion comes to final phase

Franchised by Choice Hotels International, the Comfort hotel brand continues to expand in the US with seven properties already opening this year.

From coast-to-coast, the seven new hotels will showcase the new Comfort logo, unveiled last May as a capstone to the brand’s multi-year transformation. More than 700 properties already feature the new branding — 170 hotels have installed new signs, while over 450 hotels are in the process of obtaining new signage.

“The final phase”

“The renewed Comfort brand appeals to developers and a wide range of guests across the US,” said Anne Smith, vice president, brand management, design and compliance, Choice Hotels. “As the transformation moves into the final phase, the investment is paying off as hotels that completed their renovations are on average experiencing a significant RevPAR lift within two quarters after refreshing.”

Major investment in major markets

To support the brand transformation, Choice and its franchisees are investing USD 2.5 billion. More than 60 Comfort hotels are expected to open this year in major markets, such as Brooklyn, NY; Nashville, Tenn.; Pittsburgh; San Antonio; and San Diego. In addition, there are nearly 300 hotels in the pipeline, 80% of which are new construction.

“Cultivating relationships”

“Cultivating relationships with our franchisees is paramount and one of our key differentiators at Choice,” said Brian Quinn, head of development, new construction brands, Choice Hotels. “We are deeply thankful for their collaboration, which has been critical to the success of the Comfort transformation as evidenced by these key openings.”