Choice Hotels is not resting on its Sleep Inn brand.
Instead, it is evolving the midscale brand, building upon the current Designed to Dream prototype, which it rolled out in 2010. Changes will introduce "simply stylish" exterior updates; the brand’s signature Sleep Inn tower has modernized; and additional drivers of cost effectiveness include a slimmed down porte cochere, a warm gray exterior, LED accent lighting in the signature Sleep Inn brand color, and nature-inspired door appliques.
There are currently 75 Sleep Inn projects in the pipeline, which Choice says equates to more than 20 percent of the midscale segment pipeline.
“The simplicity of the Sleep Inn brand’s prototype is attractive to both guests and owners in a marketplace where other brands are pursuing polarizing and fast-to-fade designs that are more impractical than simple,” said Anne Smith, VP of brand strategy for Choice Hotels. “In our research, travelers consistently tell us that they love what we’ve done with Sleep Inn. This prototype evolution equips us even more to appeal to customers who are making snap decisions based on first impressions.”
According to consumer insights obtained by Choice, guests are seeking places to work and gather outside the guestroom. In turn, Sleep's interior evolution will feature upgraded public areas with versatile seating, including a communal table with built in charging capabilities.
Customized artwork highlighting the local area will complement the brand’s accent wall and nature-inspired black and white photography.
Guestrooms now offer slimmed-down furnishings, partial open closets and beds with white triple-sheeting.