Choice Hotels International is introducing new value-engineered prototypes for its Comfort and Country Inn & Suites by Radisson brands that aim to provide more revenue driving spaces for owners within the same footprint and achieve a 10 to 15 percent reduction in construction costs.
The brand identities for both Comfort and Country Inn & Suites have been sharpened to create more distinction within the marketplace for travelers. Throughout the year, Choice Hotels plans on testing and rolling out a series of new and evolved brand hallmarks, including an updated breakfast offering, furniture, fixtures, and equipment packages and more as the franchisor continues to invest in its brands, driving growth and long-term brand success.
“Choice Hotels is committed to growing and strengthening both Comfort and Country Inn & Suites by Radisson by ensuring we are providing incredible value and return for both owners and guests,” Judd Wadholm, senior vice president and general manager of Choice Hotels’ Core Brands, which include upper midscale, midscale and economy brands, said in a statement. “With an average 90 percent brand recognition for both brands, deep expertise in the upper midscale segment, and newly refined brand identities—combined with the power of Choice Hotels’ franchisee support system—we’re creating an environment to help drive hotel performance.”
To shape these updates, Choice Hotels sought owner feedback, conducted an in-depth study of what customers care about most in a hotel experience and leveraged its extensive knowledge of the upper midscale guest, identifying unmet opportunities within the competitive landscape. What emerged were refreshed brand positionings and prototypes designed to provide guests with the value they are looking for at an operating cost favorable for owners looking to expand or get into this category.
Comfort
Comfort has more than 2,100 locations and 122 in the pipeline in the U.S. An open lobby allows for clear line of sight to its breakfast area and lounge seating space. In the updated prototype, the hotel lobby, breakfast and flex room areas have been adapted to incorporate a more intuitive design with updated furniture finishes and an energizing space. Guestrooms and public spaces have bright and elevated colors.
Key prototype details are:
- Increased revenue-generating spaces: The prototype adds three keys within the existing property footprint.
- Shortened timeframe to open a hotel: An estimated 30 percent reduction in the number of stock-keeping units in the furniture, fixtures and equipment package makes it easier and quicker to order and ship materials, and faster to open new or conversion hotels.
- Optimization of successful Rise & Shine prototype at enhanced value: The new prototype enhances the Rise & Shine prototype, which was introduced in 2023 with fresh and contemporary design that resonates with guests of all ages. Adopted in more than 140 properties, including in Nashville, Huntsville (Ala.), and Fort Myers (Fla.), the protypes increased guest satisfaction scores compared to previous designs. The updates to the Rise & Shine FF&E design package result in an ability to provide a cost optimization of 16 percent on average, achieved through smart, innovative design, detailing and partnerships.
Country Inn & Suites
The enhanced brand identity for Country Inn & Suites by Radisson draws from a philosophy of generous hospitality, appealing to sophisticated guests who deeply value a comfortable, relaxed environment with a residential ambience so they can feel at home in their travels. Guests are are greeted with a signature freshly-baked chocolate chip cookie. The public space invites the guest into a well scaled single-story connected lobby and dining space.
Key prototype details:
- Increased revenue-generating spaces: Through an optimization of the public space and back of house layouts, the prototype gained 18 keys while reducing the minimum land footprint required to develop.
- Reduced FF&E implementation costs: The design evolution maintains the rich legacy of Country Inn & Suites, while offering solutions that build upon the experiences that Country guests expect and love – at lower implementation costs for owners.
- Live display to franchisee: Choice Hotels will showcase Country Inn & Suites’ public space design evolution, finish selections, and approach to implementing the design solution to franchisees at its annual convention, held in April in Las Vegas.
"Comfort and Country Inn & Suites by Radisson share an inimitable legacy of hospitality and value done right and these updates position each brand for even greater success in today’s evolving business landscape,” said Jenny Aboudou, head of upper midscale at Choice Hotels International. “Choice Hotels has given its brands an edge because we prioritize the voices of our franchisees and are obsessed with studying the dynamic preferences of today’s travelers. These insights have been crucial in shaping our next steps for our upper midscale brands so they can remain the ones customer favor and return to for many years to come.”
Choice Hotels acquired the Country Inn & Suites through the 2022 purchase of Radisson Hotels Americas. This year, the company announced that Country Inn & Suites achieved a 19-point increase in revenue per available room index, a 20 percent rise in direct online contribution and an increase in revenue from group and business travelers year over year. Choice last year also accomplished strong development growth in its upper midscale segment with the two brands openings a combined 107 hotels last year.