Choice launches midscale select-service brand Clarion Pointe

Clarion Pointe rendering. Photo credit: Choice Hotels International

Choice Hotels International has unveiled Clarion Pointe, a midscale select-service brand extension of Clarion.

The entry is meant to combine affordability with “premium elements” from the core brand, said Choice, while it meets hotel owners' demands for a new select-service opportunity that is a differentiator in the midscale segment.

Choice Hotels already has more than 50 Clarion Pointe franchise agreements in the development pipeline in locations that include: Medford, Ore.: Gatlinburg, Tenn.: and Florence, Miss. The latter will be the first hotel to open later this year.

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“When developers expressed a need for a premium, midscale conversion brand to maximize RevPAR, we listened,” stated Tom Nee, VP of franchise development at Choice Hotels. “Clarion Pointe…is ideal for owners who want to reposition their limited-service property into a select-service opportunity from a company that's proven itself in this space.” 

As a brand extension, Clarion Pointe offers what the company calls “focal pointes”:

  • Contemporary design touches, including signature murals in guestrooms and the lobby that reflect local points of interest.
  • Curated food and beverage, such as free premium coffee and tea from The Coffee Bean & Tea Leaf, as well as free breakfast. Craft beer and select wines, juices and smoothies, and small bites will be available for purchase in the hotel's marketplace.
  • On-demand connectivity that lets guests stream content from their mobile devices onto 49-inch TVs with casting capabilities and free streaming-strength Wi-Fi.
  • Fitness space with cardio equipment, a strength-training station, plus casting-capable TVs that enable guests to stream workouts on demand.

“We've leveraged Choice's insights into experiential travel within the midscale segment and developed a brand experience that is 'on pointe' with guests' expectations for amenities and price point,” said Anne Smith, VP of brand management and design at Choice Hotels. “As expectations for more affordable premiums continue to grow, the Clarion Pointe brand is ready to deliver for travelers seeking the essentials, elevated to a new level.”