Choice Hotels has brought its Sleep Inn brand to the EMEA region.
The design-led lifestyle brand is already well-established in other regions. Franchisees can customise Sleep hotels to suit their asset, business model and guest profile.
The Choice Hotels EMEA brand offering now features Clarion, Quality, Comfort, Sleep, and the Ascend Hotel Collection, plans of which will be revealed soon.
Every Sleep hotel will offer a number of key elements, including a specialised bed and menus.
What they said
Choice Hotels EMEA CEO Jonathan Mills said: “The launch of Sleep in EMEA is a landmark moment for Choice Hotels in the region as we complete another chapter of our ambitious brand refresh strategy, focused on offering relevant brands that deliver value both to guests and franchisees.
“Industry and guest needs are evolving fast, accelerated by a recalibration of priorities following the pandemic, and we recognise the need to be fit for the future, evolving our portfolio of brands so they are more tuned in to franchisee and customer needs than ever before.
“Following our Comfort, Clarion and Quality refreshes announced earlier this year, the launch of the Sleep brand concept in EMEA enables us to reach an even wider audience, appealing to travellers that above all, are looking to maintain a balanced lifestyle while on the road.