In addition, the brand identities for both brands have been sharpened to create more distinction within the marketplace for travelers. Throughout the year, Choice plans on testing and rolling out a series of new and evolved brand hallmarks, including an updated breakfast offering, FF&E packages and more as the franchisor continues to invest in its brands.
“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,” said Judd Wadholm, SVP/GM of Choice Hotels’ Core Brands, which include upper-midscale, midscale and economy brands. “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.”
To shape these updates, Choice sought extensive owner feedback, conducted an in-depth study of what customers care about most in a hotel experience and leveraged its extensive knowledge of the upper midscale guest, identifying unmet opportunities within the competitive landscape.
Comfort refresh
In the updated Comfort prototype, the hotel lobby, breakfast and flex room areas have been adapted to incorporate a more intuitive design that features refined furniture finishes and a cheerful, energizing space for guests to work, play and enjoy breakfast, according to the company. Bright and elevated colors feature in the guestrooms and public spaces.
Key prototype details:
- Increased revenue-generating spaces: The prototype adds three keys within the existing property footprint.
- Shortened timeframe to open a hotel: An estimated 30% reduction in the number of stock-keeping units (SKU) in the FF&E package makes it easier and quicker to order and ship materials, and thus faster to open new or conversion hotels.
- Optimization of Rise & Shine prototype at enhanced value: The new prototype enhances the Rise & Shine prototype, which was introduced in 2023 with a fresh and contemporary design
Adopted in more than 140 properties, including in Nashville; Huntsville, AL; and Fort Myers, FL, the prototype increased guest satisfaction scores compared to previous designs, the company reports. The updates to the Rise & Shine FF&E design package result in an ability to provide a cost optimization of 16% on average, achieved through smart, innovative design, detailing and partnerships.
 |
| The refreshed design for Country Inn & Suites’ public space and exterior |
Country Inn & Suites redesign
The enhanced brand identity for Country Inn & Suites by Radisson draws from a philosophy of generous hospitality, appealing to sophisticated guests who deeply value a comfortable, relaxed environment with a residential ambiance so they can feel at home in their travels, according to the company.
Key prototype details:
- Increased revenue-generating spaces: Through an optimization of the public space and back-of-house layouts, the prototype gained 18 keys while reducing the minimum land footprint required to develop.
- Reduced FF&E implementation costs: The design evolution maintains the legacy of Country Inn & Suites while offering solutions that build upon the experiences that Country guests expect and love—at lower implementation costs for owners.
- Live display to franchisee: Choice will showcase Country Inn & Suites’ public space design evolution, finish selections and approach to implementing the design solution to franchisees at its annual convention, held in April in Las Vegas, Nevada.
“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,” said Jenny Aboudou, head, upper-midscale, Choice Hotels International. “Choice Hotels has given its brands an edge because we prioritize the voices of our franchisees and are obsessed with studying the dynamic preferences of today’s travelers. These insights have been crucial in shaping our next steps for our upper-midscale brands so they can remain the ones customer favor and return to for many years to come.”
Solid performance
Choice has maintained a strong track record of success for its brands, including Country Inn & Suites, which it gained through the acquisition of Radisson Hotels Americas in 2022. This year, the company said that the brand achieved a 19-point increase in RevPAR Index, a 20% rise in direct online contribution and an increase in revenue from group and business travelers year-over-year. The company last year also accomplished strong development growth in its upper-midscale segment with the two brands opening a combined 107 hotels.
Tags: Jenny Aboudou, Judd Wadholm, Choice Hotels International Inc., Comfort, Country Inn and Suites by Radisson
