ROCKVILLE, Md. — Choice Hotels International, Inc. has unveiled a new prototype for its Comfort brand, as the brand marks its 40th anniversary this year. The first new-construction hotels to feature the new ‘Rise & Shine’ prototype are expected to open in 2023.

“At Choice, we’re always building, innovating and evolving, with guest satisfaction and owner return at the forefront of what we do,” says Pat Pacious, president and CEO, Choice Hotels. “After finishing Comfort’s multi-year, $2.5-billion transformative journey, which resulted in upgraded guestrooms and public spaces, as well as a new logo and signage, the ongoing success of the brand is proof positive that we invest for the long term. Over the last 40 years, our strong franchisee collaboration and guest loyalty has built one of the industry’s leading brands in the upper-midscale segment — a brand that has time and again shown its strength and resiliency through dynamic economic climates. Now that the Comfort refresh is complete, we are introducing the next milestone for our flagship brand: an exciting, new prototype that is designed to maximize return on investment.”

The Comfort Rise & Shine prototype boasts an efficient footprint, innovative functionality and a flexible, fresh design. Key features include an outdoor porch and a new flex room that easily transforms from additional breakfast space to meeting and event space. Public spaces are designed to be open, airy and active, with high ceilings and floor-to-ceiling windows, and guestrooms will offer upgraded fixtures and furniture, including semi-open closets and new ‘on-the-go’ stations at the door.

“As the name ‘Rise & Shine’ suggests, light is integral to the new design, inspired in part by our refreshed brand identity and new signage serving as a beacon for the brand,” says Megan Brumagim, vice-president, Brand Management, Design and Compliance, Choice Hotels. “The prototype combines the features, design and amenities that guests want, with the efficiency, functionality and flexibility that developers expect. It offers spaces that can transform from day to night and serve a broad range of guest stays, whether business or leisure.”

The design package was created using extensive consumer research and developer feedback and comes in three colour schemes, allowing developers to customize properties to fit the local market. These three themes are:

  • City — bold, yet approachable, featuring rich wood tones and an energized colour palette
  • Sea — calm and soothing with muted colours and light wood tones
  • Sun — vibrant and cheerful for a relaxed, yet optimistic, feel

“More than ever, developers and guests are gravitating towards established brands they know and trust — brands like Comfort,” adds David Pepper, Chief Development Officer, Choice Hotels. “Whether looking to build new construction or convert existing businesses, the Comfort Rise & Shine prototype was flexibly designed to accommodate a broad spectrum of investment opportunities, coupled with access to Choice’s industry-leading resources and technology. As owners look to build for tomorrow, they will be well served by building Comfort.”


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