Choice Hotels is refreshing its European brands to meet post-Covid guest expectations - starting with its Comfort properties.
The move comes as Choice celebrates the 50th anniversary of the opening of its first hotel in Europe and looks to grow in the EMEA region.
The revamp of Comfort hotels will include the creation of Comfort Hub, which will be a “multi-purpose” area featuring check-in services, food and drink, as well as social and working spaces.
The hub will be staffed by the Comfort Crew who will be on hand to help guests, including using a tablet to check them in.
Jonathan Mills, Choice Hotels’ EMEA CEO, said: “We look forward to seeing the evolved Comfort guest experience as hotel owners begin transitioning to the refreshed brand and its hallmarks over the next two years.
“Comfort customers are looking for genuine hospitality that delivers personal service with the conveniences of a home set-up, in addition to embracing and supporting local provenance.
“Our guests highlighted the importance of feeling relaxed, comfortable and connected but with a focus on convenience and a caring service, all in a clean environment.”
Choice’s other hotel brands include Clarion and Quality and it plans to introduce Choice Hotels Sleep into the EMEA region for the first time.
“EMEA remains an important growth market for us and more than ever, franchisees are looking for us to anticipate future challenges and opportunities,” added Mills.
“Clarion and Quality will also embark on a refresh during the course of this year, our Sleep brand, which is well established in other regions, will be introduced here in EMEA and we will also revisit our plans for the Ascend Hotel Collection.”