Choice Hotels unveils new Comfort brand prototype

Choice Hotels, Comfort

Choice Hotels International has unveiled a new design prototype for its 40-year-old Comfort brand.

Dubbed “Rise & Shine”, the first properties using the new construction are expected to open in 2023.

Choice has only just finished its $2.5 billion rebranding of Comfort, which resulted in upgraded guest rooms and public spaces, as well as a new logo and signage.

“Over the last 40 years, our strong franchisee collaboration and guest loyalty has built one of the industry's leading brands in the upper midscale segment — a brand that has time and again shown its strength and resiliency through dynamic economic climates,” Pat Pacious, president and chief executive officer at Choice Hotels, said.

“Now that the Comfort refresh is complete, we are introducing the next milestone for our flagship brand: an exciting, new prototype that is designed to maximize return on investment."  

Features of the new design include: outdoor patios with an indoor/outdoor fireplace and upgraded fixtures and furniture in guestrooms.

Comfort has more than 1,600 hotels coast to coast in the U.S. and a pipeline of nearly 300 properties, about 80% of which are new construction.