Choice Hotels is rolling out a new strategy for its Comfort brand, which comprises 2,000 Comfort Inn and Comfort Suites hotels throughout the U.S. The chain has unveiled new hotel prototypes called “Truly Yours,” designed using feedback from more than 1,500 guests, in addition to in-depth interviews with developers. “We designed the new Comfort prototypes with the idea that our guests and developers are the true architects,” says Alexandra Jaritz, senior vice president of brand strategy and marketing for Choice Hotels. “Through extensive consumer testing, we identified the amenities and design elements that appeal most to them. The result is a warm, inviting hotel design that not only resonates with our guests, but also appeals to experienced developers seeking a hotel that is highly cost-effective to build and operate.”
The franchisor also plans to remove underperforming hotels that don’t meet newly established guest satisfaction thresholds.
