Choice Hotels EMEA Successfully Refreshes its Brand with Clearer Differentiation and Guests’ Evolving Needs

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Choice Hotels EMEA, which encompasses Clarion, Quality, Comfort, and Ascend Hotel Collection brands, has embarked on a refresh of its portfolio in line with feedback from guests and franchisees. The Comfort brand, for example, will be renovated to attract midscale travelers who want the basics done well. At the same time, each Clarion hotel will have a unique signature item and a strong visual feature as guests enter. Sleep Inn, already established in other regions, is being launched in EMEA to appeal to travelers who seek eco-conscious, socially responsible hotel brands with efficient service, quality food, and design.

Choice Hotels EMEA is a highly successful brand representing Clarion, Quality, Comfort, and Ascend Hotel Collection. The company recently undertook a brand refresh for its EMEA properties to implement clearer differentiation between its brands and meet the evolving needs of its franchisees and guests.

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Comfort, Clarion, and Quality have all been refreshed, while the Sleep brand, which is well-established in other regions, was introduced in EMEA towards the end of 2022. The refresh of the Ascend Hotel Collection will begin this year.

Comfort is designed for value-driven mid-scale travelers who want the basics done brilliantly with exceptional convenience. The refreshed hotels feature modern designs, energizing casual spaces for socializing, relaxing, sleeping, and working, and a Comfort Hub – a multi-purpose space where guests check in and out and enjoy everything from morning coffee to an evening drink. Franchisees have flexibility within a framework for design choices and are encouraged to showcase and embrace local cultural influences.

Each Clarion hotel will have a unique signature item, a focal point Clarion Café, and one identifiable design element that makes a strong visual first impression as guests enter the property. Each Clarion hotel has its own unique personality, including food, art, design, local produce, lighting, and music.

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Sleep Inn, a design-led lifestyle brand, appeals to the growing number of travelers looking for a hotel that will allow them to escape the hectic urban environment to relax, recharge, and reset. Sleep Inn meets the needs of conscious travelers by providing a refreshing change of environment to uplift their energy throughout the day. The meticulously planned Sleep Balanced Menu features dishes that balance energy levels using seasonal, organic and locally sourced ingredients.

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The brand refresh for Choice Hotels EMEA has been a great success, catering to the evolving needs of franchisees and guests, with each brand offering unique features and catering to specific customer needs.


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