As announced by Jonathan Mills, CEO of Choice Hotels for EMEA, to Hospitality ON last June, Choice Hotels EMEA unveils Quality brand restyling. Guest and service are becoming the core values of the brand design developed by the franchisor for the EMEA market.

More than design, it is about transforming customer relationship to create Quality Moments, personal and local contacts and Quality Time based on a curated F&B offer. All these elements coordinated by Quality Hosts trained by the Q service Style Program to help them enhance a feel like home mood within the properties.

These updates have been designed following a global study made by the company about customers ‘needs and expectations following the Covid 19 pandemic.

Guidelines have been developed to help franchisees adapt to the new style of the brand. Training is available for the hotel owners for them to absorb the changes.

Jonathan Mills, CEO of Choice Hotels EMEA, said: "With the redesign of Quality underway, we mark another key step in our strategy to reinvigorate the existing brand portfolio for the EMEA region. Announced earlier this year, this new brand direction has already seen the successful re-launch of Comfort, followed by Clarion in Q2 2022.

"Our goal is clear: to build a portfolio of preferred brands that are not only relevant to today's traveller, but also to tomorrow's traveller. By addressing the travel and lifestyle needs of mid-market customers, we are positioning our brands as the preferred accommodation option for everyone."

"While this concept is customer-centric, redefining hotel spaces and enhancing the traveller experience, it is also franchisee-centric. Indeed, this new concept increases asset value and supplies revenue opportunities by becoming more relevant in the marketplace."

"Quality's restructuring in EMEA also provides our franchisees with a framework focused on customisation, allowing them to tailor their property to its size, segment mix and place to stand out in the mid-market. They can put their own spin on it, incorporating local references that customers appreciate, whether it's design elements, fresh produce, or even in terms of locally recruited staff."

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