Choice Hotels' Sleep Inn brand enhances prototype

Sleep Room

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.

Sleep Inn Exterior
Sleep Inn’s new simply stylish updates include a sleek, modernized tower and slimmed porte cochere.

“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.


Like this story? Subscribe to Hotel Design!

Hospitality professionals turn to Hotel Design as their go-to news source for the latest products, projects, and trends for hotel interior designers and architects. Sign up today to get news and updates delivered to your inbox and read on the go.

Guestrooms now offer slimmed-down furnishings, partial open closets and beds with white triple-sheeting.

Suggested Articles

The company promoted Randy Taormina, former area managing director of the Dream hotels in New York City.

Celebrating the hotel company’s 45th year and his 80th on the planet, the owner/operator—and philanthropist—embodies a "hospitality heart."

The Hyatt Centric Reykjavík will not only be the first Hyatt-branded hotel in Iceland, but will be the company's debut the Nordic region as a whole.