After unveiling a new logo for Choice Hotels International flagship Comfort brand in May, the brand’s look is continuing to evolve. More than 450 hotels in the U.S. Comfort brand portfolio are in the process of obtaining new brand signage and completing renovations to guestrooms and common areas.
"We have focused on the guest from day one of this journey, and we are working diligently to bring a modern and lasting guest experience to all of our Comfort hotels," Anne Smith, VP of brand management and design at Choice Hotels, said in a statement.
The transformation began in 2012 and incorporated the Move to Modern initiative, which includes systemwide upgrades. All U.S. Comfort hotels are required to meet the Move to Modern standards by the end of 2019 and guests can expect to see the new signage by the end of 2020.
In total, Choice Hotels and its franchisees will have spent $2.5 billion for the upgrades, which include refreshed lobbies and public spaces; updated guestrooms with new pillows, mattresses and bedding; and 100-percent smoke-free properties, making Comfort the largest smoke-free hotel brand in North America.
The Comfort brands' growth continues to accelerate with recent openings in primary markets, such as Asheville, N.C.; Dallas; and Austin, Texas. The pipeline has nearly 300 hotels, 80 percent of which are new construction, and Choice has recently secured franchise agreements in Brooklyn, N.Y.; Charlotte, N.C.; and Phoenix.