ROCKVILLE, MD — One hotel every week for one whole year. That’s the rate of growth Choice Hotels International is anticipating for its Comfort brand of hotels.
According to the hotel company, the Comfort brand plans to again open more than one hotel per week in 2018 with a pipeline of nearly 300 properties, 80% of which are new construction.
From 2013 through 2019, Choice, along with its franchisees, will have invested US$2.5 billion in its flagship brand driven by the ‘Move to Modern’ initiative, a system-wide update to public spaces and guestrooms.
“The Comfort brand has undergone a renaissance,” said Anne Smith, vice president, brand management and design, Choice Hotels. “With over 1,800 properties across North America, we’re everywhere guests want to travel, whether on leisure or business, and we look forward to bringing the brand to even more major markets in 2018. Our decision to commit to improving the Comfort brand was the right one as the transformation has fortified the brand’s position in the upper midscale segment and led to one of the largest pipelines in its history.”
Choice plans to bring the comfort brand to several primary markets in 2018, including: Austin, Texas; Asheville, NC; Columbus, Ohio; Dallas; Denver; Nashville; New York; Oklahoma City; Philadelphia; and San Diego. The recent Comfort hotel openings are located across the country, and include a mix of new construction and conversion projects:
- Comfort Inn & Suites in Oklahoma City, Okla. (87 guestrooms)
- Comfort Inn & Suites in Humble, Texas (61 guestrooms)
- Comfort Inn & Suites in Niagara Falls, N.Y. (82 guestrooms)
- Comfort Inn in College Park, GA (127 guestrooms)
- Comfort Inn in Raleigh, N.C. (128 guestrooms)
