Lodging franchisor Choice Hotels has announced the opening of the 70th Clarion Pointe hotel in Milwaukee, Wisconsin, US, marking an expansion of its midscale portfolio.
The brand has plans for 43 additional hotels, with 27 expected to open this year in various cities, including Galveston, Texas; and Gettysburg, Pennsylvania.
Go deeper with GlobalData
Launched in 2018, Clarion Pointe is an extension of the Clarion brand that offers a “flexible and low-cost” conversion approach to hotel owners.
Clarion Pointe hotels feature contemporary design elements and curated food and beverage options, which include premium coffee and tea, health-conscious breakfast items, and a marketplace offering elevated drinks and light snacks.
Additionally, guests can enjoy modern fitness amenities and on-demand TV casting.
Clarion Pointe is part of the Choice Privileges rewards programme, which comprises more than 68 million members.
Travellers can also benefit from the Choice Privileges Mastercard, offering 40,000 bonus points after spending $1,000 in the first three months.
Choice Hotels brand strategy vice president Cathy Hartman said: “The remarkable growth of Clarion Pointe underscores its strong appeal and distinctiveness to both travellers and hotel owners in the highly competitive midscale segment.”
“With an ever-expanding pipeline and an increasing number of openings in key markets, Clarion Pointe has proven to be a smart and cost-effective choice for owners looking for a brand that puts a finer point on an affordable travel experience—something travellers are increasingly seeking.”
Choice Hotels also supports franchise owners with tools such as the choiceEDGE guest reservation platform and the choiceADVANTAGE property management system.
These tools assist owners in managing room rates, distribution channels, and inventory to optimise returns on investment.
To further facilitate the growth of its franchise network, Choice Hotels has partnered with the Bridge digital platform, which offers new and existing hotel owners access to financing solutions.
Choice Hotels recently unveiled refreshed brand prototypes for its Comfort and Country Inn & Suites by Radisson brands to strengthen its upper-midscale offerings.
