Choice Hotels has opened the first new-construction Comfort-branded hotel under the company’s Rise & Shine prototype, which was introduced two years ago.
The 56-room hotel is located near the Mark Twain National Forest, in Mountain Grove, Mo., and was developed by Thompson Lodging LLC.
Designed to meet the changing needs of travelers and aimed at multigenerational guests, the new Rise & Shine prototype features a contemporary design that appeals to people of all ages. Hotels will have areas to unwind, work, sleep and get ready for their day.
Guests can expect the following features at Comfort Inn & Suites properties:
- Outdoor patio with an indoor/outdoor fireplace.
- Open and spacious public spaces with high ceilings and floor-to-ceiling windows to ensure the areas are filled with maximum natural light.
- A multi-purpose flex room which can be used as per guests’ needs.
- Improved furniture and fixtures in guestrooms, including semi-open closets and new “on the go” stations near the door.
- Functional lighting, including the front desk welcome wall, public space millwork shelving along with exclusive up-lighting on the prototype exteriors, the headboard wall inside rooms and a media panel.
“Comfort Hotels is thrilled to introduce the Rise & Shine prototype with the opening of the Comfort Inn & Suites in Mountain Grove,” said Cathy Hartman, vice president, brand strategy, Choice Hotels. “It’s a reflection of our ongoing commitment to enhancing guest experiences and ensuring that families and travelers of all ages can create cherished memories at Comfort Hotels.”
Choice revealed the Rise & Shine prototype in March 2021. After completing Comfort’s multi-year, $2.5 billion transformation, which saw enhanced rooms and public spaces along with a new logo and signage, the Rise & Shine prototype was Choice’s next milestone for the flagship brand as the upper midscale brand entered into its 40th year.
The prototype builds on some of Comfort’s current features that are preferred among developers:
- Efficient footprint: Rise & Shine offers reduced square footage and elevated fit and finish while maintaining Comfort’s cost-effective operating model.
- Functionality: Some spaces, such as the outdoor porch or new flex room, can make rooms multi-functional and create additional revenue opportunities.
- Flexible design: Rise & Shine has three design packages—City (rich wood tones and energized color palette), Sea (soothing, muted colors with light wood tone) and Sun (vibrant color palette with a relaxed feel).
Choice Hotels has more than half a dozen upper midscale and midscale brands in its portfolio, especially after integrating Radisson Hotels Americas’ collection of brands.
Currently, there are more than 2,000 hotels open globally under the Comfort brand.