LAS VEGAS — During its 60th Annual Choice Hotels International Convention in Las Vegas this week, executives announced that the company has invested $250 million into the refresh and expansion of its Comfort brand.
Execs shared news about the availability of a new development incentive that reduces fees totalling three years of royalty value on approved Comfort Inn and Comfort Suites (new construction). “We are experiencing a unique window of opportunity for developers to become part of the next chapter in the Comfort story,” said David Pepper, SVP of Global Development for Choice Hotels International. “The new construction incentive has already generated interest and great conversations with seasoned developers across the country. We’re strengthening the new construction pipeline, focusing on strategic markets and elevating the overall Comfort portfolio.”
The brand is also receiving a refresh of its 1,900 U.S. properties, which will add new amenities to properties such as upgraded complimentary hot breakfast, flat-panel TVs and bedding.
Currently, the Comfort brand has 23 new hotels under construction in the U.S., and 300 hotels under refresh as well as 95 hotels in the pipeline in more than 15 countries and territories.