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Refreshed design for Country Inn & Suites by Radisson public space and exterior – Image Credit Choice Hotels
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Comfort Rise & Shine public space and breakfast area prototype in Gatlinburg, Tennessee – Image Credit Choice Hotels
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Comfort Rise & Shine public space and breakfast area prototype in Gatlinburg, Tennessee – Image Credit Choice Hotels
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Refreshed design for Country Inn & Suites by Radisson public space and exterior – Image Credit Choice Hotels
Choice Hotels International is introducing refreshed prototypes and sharpened brand identities for Comfort and Country Inn & Suites by Radisson, aimed at increasing revenue, reducing construction costs, and reinforcing its upper midscale brands.
Choice Hotels International, Inc. has announced new prototypes for Comfort and Country Inn & Suites by Radisson. These prototypes, designed with a value-engineered approach, aim to provide more revenue-generating spaces for owners within the existing hotel footprint and achieve a 10%-15% reduction in construction costs.
The company has also refreshed the brand identities of both Comfort and Country Inn & Suites to create more distinction within the competitive marketplace for travelers. This move is part of Choice Hotels’ strategy to strengthen its position as a leader in the upper midscale hotel segment. Throughout the year, the franchisor plans to test and implement a series of new and evolved brand hallmarks, including updated breakfast offerings, furniture, fixtures, and equipment (FF&E) packages.
These initiatives represent a continued investment in Choice Hotels’ brands, aimed at driving growth and long-term success. The company has sought extensive owner feedback, conducted in-depth studies of customer preferences, and utilized its comprehensive knowledge of the upper midscale guest segment in shaping these updates.
The refreshed brand prototypes and identities are designed to offer guests the value they seek while providing owners with cost-effective opportunities for expansion. Comfort, one of the most well-known hotel brands in the U.S., boasts more than 2,100 locations and 122 in the pipeline. The brand aims to give guests a sense of belonging, enabling them to enjoy their travel experiences.
The updated prototype for Comfort includes a more intuitive design for the hotel lobby, breakfast, and flex room areas. It features refined furniture finishes and a vibrant, energizing space for guests to work, relax, and enjoy breakfast. The guest rooms and public spaces feature bright and uplifting colors, promoting a positive mindset among guests.
On the other hand, Country Inn & Suites by Radisson has enhanced its brand identity to embody a philosophy of generous hospitality. The brand aims to appeal to sophisticated guests who value a comfortable, relaxed environment with a residential ambiance. The updated prototype optimizes public space and back-of-house layouts, enabling the addition of 18 keys while reducing the minimum land area required for development.
Choice Hotels has a track record of strong brand performance, including Country Inn & Suites, which it acquired through the purchase of Radisson Hotels Americas in 2022. The company recently announced that Country Inn & Suites achieved a 19-point increase in RevPAR Index, a 20% rise in direct online contribution, and a boost in revenue from group and business travelers year over year.
Owners can also benefit from Choice Hotels’ franchisee success system, which focuses on driving revenue, reducing costs, and providing innovative tools to streamline hotel operations and maximize financial gains. These tools include ChoiceMAX, a mobile-first revenue management solution, and ChoiceConnect, a mobile-friendly portal for managing properties remotely.
Comfort and Country Inn & Suites participate in Choice Privileges, Choice Hotels’ rewards program. This program enables over 69 million members to access over 7,100 hotels in 46 countries and territories.
