Choice Hotels Group revealed at its annual convention the new identity of Comfort hotels.
The undertaking to redesign the brand was introduced in 2012 through the "Move to Modern" initiative which led, in North America, to the exit of more than 100 properties that no longer met the brand's standards and to the renovation of several hundred hotels. The group set itself the goal to complete renovations of the entire Comfort Park on US soil by 2020.
"This redesigned logo serves as a beacon for the new Comfort. It's more than a symbol change, it's a symbol of change," said Anne Smith, Vice President, Brand Management and Design, Choice Hotels. "From new lobbies to upgraded guest rooms, Comfort hotels are being renovated across the country [United States NDR] to offer guests a more consistent and up-to-date guest experience. With our owners, we will have invested $2.5 billion in the Comfort brand by the end of 2019."
As of January 1, 2018, Choice Hotels International was ranked 7th worldwide with a total of 6,627 hotels or more than 525,000 keys according to Hospitality ON data.
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