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Choice Hotels announces the launch of the midscale brand Clarion Pointe

Choice Hotels International's twelfth brand aims to increase the group's mid-range offer

The new Clarion Pointe brand found its inspiration among the group's franchisees who were looking for a new brand to market for their properties. Choice Hotels thus intends to give them the opportunity to give their properties a boost without any major investment. "Contemporary design touches" will be added to the hotels and The Coffee Bean & Tea Leaf drinks will be offered to guests.

Patrick Pacious, CEO of Choice Hotels, said in a press release: "As customer expectations continue to evolve, we know that guests desire high-quality and affordable lodging options when they travel."

Choice Hotels International states that it has already signed more than 50 franchise agreements for Clarion Pointe, and that the first hotel is expected to open this year in Florence, Mississippi.

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