Choice introduces new brand identities and brand prototypes for Comfort and Country Inn & Suites by Radisson

The enhancements will provide more revenue driving spaces for owners within the same footprint, and achieve a 10 to 15 per cent reduction in construction costs. In addition, the brand identities for both Comfort and Country Inn & Suites have been updated to create more distinction within the marketplace for travelers.

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, 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," says Judd Wadholm, senior vice president and general manager, Core Brands, Choice Hotels. "With an average 90 per cent 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 favourable for owners looking to expand or get into this category.

Comfort Inn has more than 2,100 locations and 122 in the pipeline. 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–-with bright colours featured in the guest rooms and public spaces.

Comfort Inn:

Key prototype details:

• Increased revenue-generating spaces: The prototype adds three keys within the existing property footprint.
• Shortened time frame to open a hotel: An estimated 30 per cent 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 prototypes 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 per cent on average–-achieved through smart, innovative design, detailing, and partnerships.