The Comfort hotels brand, franchised by Choice Hotels International, Inc., continues its United States expansion with seven hotels already opening this year from coast to coast. These hotels are the latest to showcase the new Comfort logo, unveiled last May as a capstone to the brand’s multi-year transformation. More than 700 Comfort hotels already feature the elevated look and feel. In addition, more than 170 hotels have installed new signs, while over 450 hotels are in the process of obtaining new signage.
“The renewed Comfort brand appeals to developers and a wide range of guests across the U.S.,” said Anne Smith, vice president, brand management, design and compliance, Choice Hotels. “As the transformation moves into the final phase, the investment is paying off as hotels that completed their renovations are on average experiencing a significant RevPAR lift within two quarters after refreshing.”
The Comforts that opened this year are:
- Comfort Inn & Suites in Findley Lake, N.Y.
- Comfort Inn & Suites in Slidell, La.
- Comfort Inn & Suites in Wildwood, Fla.
- Comfort Inn & Suites in Michigan City, Ind.
- Comfort Suites in Burlington, Wash.
- Comfort Suites in Eufaula, Ala.
- Comfort Suites in Humble, Texas
Choice and its franchisees are investing $2.5 billion in the Comfort brand transformation to deliver a more consistent, up-to-date guest experience. More than 60 Comfort hotels are expected to open this year in major markets, such as Brooklyn, N.Y.; Nashville, Tenn.; Pittsburgh; San Antonio; and San Diego. In addition, there are nearly 300 hotels in the pipeline, 80 percent of which are new construction.
“Cultivating relationships with our franchisees is paramount and one of our key differentiators at Choice,” said Brian Quinn, head of development, new construction brands, Choice Hotels. “We are deeply thankful for their collaboration, which has been critical to the success of the Comfort transformation as evidenced by these key openings.”
