Choice Hotels International has unveiled refreshed brand prototypes for its Comfort and Country Inn & Suites by Radisson to strengthen its upper midscale brands.
These prototypes are designed to maximise revenue-generating spaces for owners within the same footprint, achieving a reduction of up to 15% in construction costs.
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Choice Hotels Core Brands senior vice president and general manager Judd Wadholm said: “Choice Hotels is committed to growing and strengthening both Comfort and Country Inn & Suites by Radisson by ensuring we are providing incredible value and return for both owners and guests.
“With an average 90% brand recognition for both brands, deep expertise in the upper midscale segment, and newly refined brand identities—combined with the power of Choice Hotels’ franchisee support system—we’re creating an environment to help drive hotel performance.”
Offering more than 2,100 locations with 122 in development, Comfort is introducing an updated prototype that optimises the hotel lobby, breakfast, and flex room areas.
The design features refined furniture finishes and versatile spaces for guests to work, relax, and dine.
The prototype also aims to expedite the hotel opening process by reducing the number of stock-keeping units (SKUs) in the furniture, fixtures, and equipment (FF&E) package by an estimated 30%.
The new Comfort prototype enhances the Rise & Shine prototype, launched in 2023. It also adds three additional keys to the existing property footprint and resonates with guests of all ages.
For Country Inn & Suites by Radisson, the prototype focuses on optimising public space and back-of-house layouts, resulting in 18 additional keys and a reduced land footprint for development.
The design evolution maintains the brand’s legacy while offering cost-effective solutions for franchisees.
Choice Hotels International Upper Midscale head Jenny Aboudou said: “Comfort and Country Inn & Suites by Radisson share an inimitable legacy of hospitality and value done right and these updates position each brand for even greater success in today’s evolving business landscape.
“Choice Hotels has given its brands an edge because we prioritise the voices of our franchisees and are obsessed with studying the dynamic preferences of today’s travellers. These insights have been crucial in shaping our next steps for our upper midscale brands so they can remain the ones customers favour and return to for many years to come.”
In 2022, Choice Hotels acquired Country Inn & Suites as part of its acquisition of Radisson Hotels Americas.
Both Comfort and Country Inn & Suites participate in the Choice Privileges programme, enabling more than 69 million members to access a global network of over 7,100 hotels.
In April 2023, Choice Hotels International also launched a new next-generation prototype for its Sleep Inn brand.
