The midscale brand franchised by Choice Hotels has proved to be quite successful among both developers and guests throughout the American market. Today, the brand's portfolio already present in core states like Texas and New York, is extending to other major cities in Kentucky, Georgia and Utah.
Clarion Pointe was conceived as a brand extension of the Clarion brand in late 2018 to offer guests an affordable experience combined with premium elements. This brand would also meet hotel owners' strong demand for a new select-service opportunity that was a differentiator in the midscale segment.
Today, more than a year after its launching, Choice Hotels claims to have awarded an average of one franchise agreement per week between both brands in 2019. Most recent signature deals include hotels openings in Greensboro, North Carolina; Erie, Pennsylvania and Charleston, South Carolina. So far, the brand has surpassed 50 hotels openings or in the pipeline. As for 2020, eight properties have opened in flagship cities like Sulphur Springs, Texas; Medford, Oregon; and Rochester, New York and two dozen more are on track to open.
Hotels signed Clarion Pointe allow guests to optimize their travel experience with "focal pointes" such as contemporary design touches, curated food and beverage options, on-demand connectivity and fitness essentials.
Megan Brumagim, vice president, brand management, design and compliance, Choice Hotels, elaborates on the differentiator elements of the brand:
No one knows midscale better than Choice Hotels, and Clarion Pointe hotels serve as the perfect option in destinations travelers want to visit. Given the brand's strong guest satisfaction scores since inception, travelers are definitely noticing that Clarion Pointe is creating an experience that's truly 'on pointe'.
In 2019, Choice Hotels had a portfolio of 7,021 hotels or 569,108 rooms, placing it 7th in the top 10 hotel groups in the world and 13th in the top 20 groups in Europe in 2020 with a portfolio of 342 hotels or 40,580 rooms (Hospitality ON data).
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