NORTH BETHESDA, Md. — Choice Hotels International, Inc. is introducing new, value engineering prototypes for Comfort and Country Inn & Suites by Radisson that will provide more revenue driving spaces for owners within the same footprint and achieve a 10 to 15-per-cent reduction in construction costs.
Additionally, the brand identities for both Comfort and Country Inn & Suites have been sharpened to create even more distinction with the marketplace for travellers. 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 (FF&E) packages and more.
“Choice Hotels is committed to growing and strengthening both Comfort and Country Inn & Suites by Radisson by ensuring we’re providing incredible value and return for both owners and guests,” says Judd Wadholm, senior VP and general manager of Choice Hotels’ Core Brands, which include upper midscale, midscale and economy brands. “With an average 90 per cent 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.”
In the updated prototype for Comfort, the hotel lobby, breakfast and flex room areas have been adapted to incorporate a more intuitive design that features refined furniture finishes, as well as bright and elevated colours in the guestrooms and public spaces.
Key prototype details include:
- Adding three keys within the existing property framework.
- An estimated 30-per-cent reduction in the number of stock-keeping units (SKU) in the FF&E package makes it easier and quicker to order and ship materials, and thus faster to open new or conversion hotels.
- Enhancing the Rise & Shine prototype, which was introduced in 2023 and has increased guest satisfaction scores compared to previous designs. The updates result in an ability to provide a cost optimization of 16 per cent on average.
In the updated Country Inn & Suites, the public spaces invites guests into a well-scaled single-storey connected lobby and dining space.
Key prototype details include:
- 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.
- Live display to franchisee 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,” says 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 travellers. These insights have been crucial in shaping our next steps for our upper midscale brands so they can remain the ones customer favour and return to for many years to come.”
This year, the company revealed that Country Inn & Suites achieved a 19-per-cent increase in RevPAR Index, a 20-per-cent rise in direct online contribution, and an increase in revenue from group and business travellers year-over-year. Last year, Choice also accomplished strong development growth in its upper midscale segment with two brands openings a combined 107 hotels last year.
