Tuesday, March 18, 2025
In a bold move to refine its upper midscale portfolio, Choice Hotels International is unveiling refreshed brand prototypes for its Comfort and Country Inn & Suites by Radisson brands. The new designs aim to maximize revenue-generating opportunities for hotel owners while reducing construction costs by up to 15%. Additionally, the updated brand identities will help these popular hotel chains stand out even more in a competitive marketplace, reinforcing Choice Hotels’ commitment to growth and long-term brand success.
A Strategic Move to Improve Profitability
As one of the world’s largest hotel franchisors, Choice Hotels is dedicated to enhancing its offerings for both guests and owners. The updated prototypes for Comfort and Country Inn & Suites are designed to provide increased revenue potential within the same footprint, with the added benefit of construction cost reductions. By refining the guest experience and optimizing operational costs, Choice Hotels is setting the stage for continued 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.”
Comfort Brand: Where Joy Happens
Known for its welcoming atmosphere, Comfort Hotels is emphasizing the joy of travel with a refreshed design that enhances the guest experience. The new prototype introduces more intuitive, guest-friendly spaces such as an open lobby layout and a functional breakfast area that encourages interaction and relaxation. Bright colors and refined furniture finishes create a positive, energizing atmosphere for guests whether they are on business or enjoying a family stay.
The updated prototype offers significant space optimization, adding three keys within the same building footprint. Additionally, the redesigned lobby, breakfast, and flex room areas improve the functionality of public spaces, enhancing the overall guest experience while reducing construction time.
“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.”
Key Updates for Comfort Include:
- Increased revenue-driving spaces with the addition of three guest rooms.
- A more efficient and reduced FF&E package, making the hotel opening process quicker and more cost-effective.
- Enhanced Rise & Shine prototype, which improves the overall guest experience, driving a 16% cost optimization.
Country Inn & Suites: Generosity You Can Feel
At Country Inn & Suites, the focus remains on providing a generous and hospitable environment that feels like home. Guests are greeted with a warm welcome, including the signature chocolate chip cookie, and can unwind in cozy public spaces designed with a residential ambiance. The updated design will offer more revenue-generating opportunities for owners, adding 18 guest rooms while reducing the required land footprint for development.
Key Updates for Country Inn & Suites Include:
- 18 additional keys through optimized layout adjustments.
- Reduced FF&E implementation costs, maintaining the brand’s legacy while ensuring affordability for owners.
- New design elements showcased to franchisees at the upcoming annual convention.
Driving Success and Growth
Both Comfort and Country Inn & Suites are enjoying strong performance in the market. Country Inn & Suites, for example, recently reported a significant 19-point increase in RevPAR Index, demonstrating the brand’s resilience and ability to attract business and group travelers. This success, paired with Choice Hotels’ ongoing efforts to support its franchisees, positions the brand for continued growth in the competitive upper midscale sector.
The company also boasts a powerful suite of tools for franchisees, such as ChoiceMAX, a mobile-first revenue management system, and ChoiceConnect, a portal that allows hotel owners to manage their properties remotely. Additionally, Choice Hotels’ direct booking platforms, including ChoiceHotels.com and the mobile app, continue to drive increased conversion rates, contributing to higher revenue for its franchisees.
Choice Privileges: Enhancing Guest Loyalty
Both Comfort and Country Inn & Suites participate in the Choice Privileges loyalty program, which grants more than 69 million members access to over 7,100 hotels in 46 countries. This strong loyalty base helps drive repeat business and further enhances the profitability of franchisees.
With these new prototypes and brand enhancements, Choice Hotels is reinforcing its commitment to delivering value for both owners and guests, ensuring a bright future for its upper midscale brands.
Looking Ahead
Throughout the year, Choice Hotels plans to continue testing and rolling out new brand hallmarks, including updated breakfast offerings, new FF&E packages, and more, as the company looks to further enhance the guest experience while optimizing operational costs for franchisees.
Choice Hotels is poised to lead the way in the upper midscale segment with these exciting updates, offering a blueprint for success that owners can rely on for sustained growth in an ever-evolving market.
