Sleep’s launch is an important part of Choice Hotels EMEA’s brand re-energisation strategy, offering relevant brands that deliver value to guests and generate revenue for its franchisees.
This announce follows the 2022 relaunch of Comfort in April, Clarion in May and Quality in October, with refresh plans for Ascend Hotel Collection to be revealed soon.
The design-led lifestyle brand features the brand promise Stay balanced in style, incorporating Sleep’s inspired by nature design narrative and its focus on helping guests eat and sleep well during their stay. Franchisees can customise Sleep hotels to suit their asset, business model and guest profile.
The brand’s ethos and regional launch reflects the results of research into the preferences of travellers in the EMEA region, plus scientific evidence on optimal nutrition. Sleep guests are adventurous, eco-conscious and love to discover new places.
Meeting the needs of these conscious discoverers, Sleep hotels provide curated sleep experience, which includes the Design to Dream bed, as well as planned Sleep Balanced Menu, which features dishes designed to balance energy levels using ingredients that are seasonal, organic and locally sourced where possible.
Additionality to these two key elements, Sleep Inn brand also introduce “Our Favorite”, which reflects how Sleep team members are promoters of the brand’s concept, trained to share recommendations to enhance the guest experience and support their sense of balance and energy.
The launch of Sleep in EMEA is a landmark moment for Choice Hotels in the region as we complete another chapter of our ambitious brand refresh strategy, focused on offering relevant brands that deliver value both to guests and franchisees. Industry and guest needs are evolving fast, accelerated by a recalibration of priorities following the pandemic, and we recognise the need to be fit for the future, evolving our portfolio of brands so they are more tuned in to franchisee and customer needs than ever before. […] Sleep’s launch fuels our passion for supporting the franchisees of today and tomorrow, helping them to achieve their business ambitions and cementing our position as a preferred franchisee hotel partner. With Sleep, we take another giant leap forward in our ambition to transform hospitality franchising, shifting from cookie-cutter models to innovative and agile propositions that deliver for every type of franchisee.
Jonathan Mills, CEO, Choice Hotels EMEA
