Choice offers incentives for Comfort brands

Choice Hotels International on Tuesday publicly announced development incentives for approved new construction Comfort Inn and Comfort Suites hotel projects that reduces fees totaling three years of royalty value.

This announcement comes as Comfort Inn celebrated the recent grand openings of newly constructed properties featuring a new look and feel. The development incentive, coupled with the unveiling of these next generation hotels, are the next phase in the Comfort brand’s system-wide refresh of its nearly 1,900 domestic Comfort Inn and Comfort Suites hotels.

“We are elevating the entire portfolio by bringing in the right new construction projects and partnering with top developers and believe this incentive will further the progress that’s already been made,” said David Pepper, senior vice president of global development for Choice Hotels International.

In fact, more than 300 existing Comfort properties are under major transformation, accounting for roughly 20% of the Comfort system, driven in great part, according to Choice, by a US$40 million property improvement incentive, the largest such investment Choice has made in a single brand improvement.

Choice said it has also implemented stricter standards to drive overall quality and consistency, which has resulted in another 300 Comfort branded hotels transitioning out of the system in the past three years.