Choice Hotels is bringing the Clarion brand name back into the fore with Thursday announced launch of a midscale select-service conversion brand, Clarion Pointe.
As a brand extension of the 300-hotel global full-service Clarion brand, Choice said Clarion Pointe already has more than 50 Clarion Pointe franchise agreements in the development pipeline, from Medford, Oregon, and Gatlinburg, Tennessee, to Florence, Mississippi. The first hotel is expected to open later this year.
Clarion Pointe is coming to the market with the following amenities:
- Signature murals in guest rooms and the lobby that reflect local points of interest.
- 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 are 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 featuring cardio equipment, a strength-training station, plus casting-capable TVs that enable guests to stream workouts on demand.
“When developers expressed a need for a premium midscale conversion brand to maximize RevPAR, we listened,” said Tom Nee, vice president, franchise development, Choice Hotels. “Clarion Pointe is ideal for owners who want to reposition their limited-service property into a select-service opportunity.”