LOS ANGELES — Choice Hotels is investing $40 million in a national refresh strategy of more than 1,900 Comfort Inn and Comfort Suites hotels in the U.S.
“Comfort is the engine of Choice Hotels and an iconic brand. More than 72-million people stayed at a Comfort-branded hotel in the United States last year, and the brand continues to be a favourite among travellers,” said Stephen P. Joyce, president and CEO, Choice Hotels International. “Today, we are putting our own balance sheet behind the brand in a monumental way. Hotel renovations improve guest satisfaction, and through this investment, we will accelerate improvement of the brand’s product quality and consistency, guest satisfaction and brand performance.”
To participate in the refresh, all qualified Comfort branded properties in the U.S. can apply for a piece of the $40 million, which will be awarded through a forgivable promissory note with the incentive-eligible work to be completed on or before Sept. 30, 2014.
The announcement is part of Comfort Re-Imagined strategy launched in 2012, which focuses on increasing guest satisfaction with new designs, updated carpet, furniture and mattresses, new flat-panel TVs, new pillows and more breakfast offerings.