ROCKVILLE, Md. — Choice Hotels International, Inc. has unveiled Clarion Pointe, a mid-scale select-service brand extension of Clarion that combines premium elements and affordability.

“As customer expectations continue to evolve, we know guests desire high-quality and affordable lodging options when they travel,” says Patrick Pacious, president and CEO, Choice Hotels. “Clarion Pointe demonstrates our commitment to innovating in the mid-scale segment and builds on our decades of expertise.”

Key features of the brand include locally inspired murals in the guestrooms and lobby, curated food-and-beverage offerings, casting capabilities on guestroom TVs and a modern fitness space.

“We’ve leveraged Choice’s insights into experiential travel within the mid-scale segment and developed a brand experience that is ‘on pointe’ with guests’ expectations for amenities and price point,” says Anne Smith, vice-president, Brand Management and Design, Choice Hotels. “As expectations for more affordable premiums continue to grow, the Clarion Pointe brand is ready to deliver for travellers seeking the essentials, elevated to a new level.”

The company has already signed more than 50 franchise agreements for Clarion Pointe, with the first hotel set to open later this year in Florence, Miss.


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