The story of Comfort hotel’s $2.5 billion rebranding across United States [Infographic]

by | Feb 11, 2019 | Chains

How the $2.5 billion rebranding and modernisation of Choice Hotels’ Comfort brand picked up steam in 2018

Choice Hotels International is following through on the rebranding and upgrading of its 2018 franchise signing with the Comfort brand. Significant progress has been made with updating numerous properties and rolling out the rebranding strategy. We find out more.

Roll out across the United States

After awarding approximately 120 franchise agreements to Comfort hotels in 2018, Choice Hotels had big plans to bring the brand into the 21st century with significant upgrades to many properties, and a new look and feel for the brand’s identity.

In the months since the signing, Comfort is well on its way to becoming a more contemporary brand, with great progress being made on introducing new signage to some properties, while others have undergone extensive renovation works.

The scale of the rebranding and refurbishment rollout has been immense, with over 700 hotels getting the “Move to Modern” stamp of approval, a further 450 properties about to be fitted with new signage and 170 hotels already benefiting from new signage and branding that has been installed.

Return on investment

All of this upgrading comes with a price tag, and the rebranding rollout is part of a $2.5 billion investment plan.

This investment has seen new lobby areas, refreshed guest rooms, new signage and branding and a move to 100% smoke-free rooms, and hotels which have undergone renovations are already beginning to see results.

Anne Smith, vice president, brand management, design and compliance, Choice Hotels, said, “We have been working tirelessly to enhance the guest experience at all of our Comfort hotels, and the response from travelers and franchisees has been incredible. Comfort hotels that have completed renovations are already outperforming the rest of the brand.”

“We couldn’t be more excited with the brand’s transformation and the new logo, especially as the new signs start to appear at hotels across the country,” she added.

The new and improved signage is already being seen in key US destination cities, such as Seattle, Austin and Charlotte, with more to come in 2019.

There are also plans for the opening of a further 300 properties in the US, with one per week planned to open in 2019.

Here is a TOPHOTELCONSTRUCTION infographic on the current hotel pipeline across the United States.

Let’s take a look at a few other projects currently underway by Choice Hotels International:

Clarion Hotel Oslo 

Quality Hotel Lakeside Bendigo

Comfort Hotel Copenhagen Airport 


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