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Choice Hotels EMEA refreshes its brand portfolio

In order to keep pace with the changing needs and expectations of its customers, Choice Hotels EMEA has decided to inject a breath of fresh air into several of its brands.

The decision follows an analysis of research into post-pandemic travel requirements in key markets. Choice Hotels EMEA is now refreshing its Comfort, Clarion and Quality brands. The brand refresh comes as Choice Hotels EMEA celebrates the 50th anniversary of the opening of its first hotel in Europe.

All Comfort hotels will be refurbished with the ambition to meet the current expectations of the 'mid-range traveller' - standardised rooms but with comfort and modern design. Each hotel will host a Comfort Hub, a multi-purpose area that will be the first space guests will discover upon arrival. This is where check-in and check-out will take place, but also where guests can have a drink or work.

Design concepts are being finalised and franchisees will be able to enjoy flexibility within the framework. Local cultural influences will be highlighted as local inspiration will be an integral part of the new Comfort brand identity. Franchisees are being supported throughout the transition by Choice Hotels with updated toolkits, training development and new dedicated support.

Choice Hotels EMEA has been carrying out extensive work on various aspects of its Comfort brand, namely the brand image, F&B offering and hotel interiors. The Clarion and Quality brands will also undergo a refresh during 2022. And the Sleep brand, popular in other parts of the world, will be introduced to the EMEA market at the same time. 

As the gravitation towards established brands such as Choice Hotels continued, the changing demands of franchisees and customers were evident and, in light of this, we engaged with existing and potential customers in our key European markets to better understand their evolving needs. [...] These results have given us the opportunity to renew the Choice Hotels EMEA brand customer experience, implement clearer differentiation between our brands and better meet the evolving needs of our franchisees and guests.

Jonathan Mills, CEO of Choice Hotels EMEA

It's a strategy that makes sense as Choice Hotels EMEA has recently highlighted the importance of the franchise industry. Indeed, more and more hotel operators are joining franchises to run their businesses. A number of them are even turning to this model for the first time.

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