ROCKVILLE, MD--The Comfort brand is opening its first two hotels with the new logo, following the unveiling of the new brand image at the Choice Hotels annual convention in May. The Comfort Inn & Suites in Boise, Idaho, and the Comfort Suites in Wooster, Ohio, are the first new construction hotels to feature the logo, exemplifying the brand's refreshed look and feel.
"Seven years ago, we started a $2.5-billion journey to transform the guest experience by modernizing Comfort brand hotels while remaining true to the brand's track record of trusted reliability," said Anne Smith, vice president, brand management and design at Choice Hotels. "The new logo on the outside of these properties signals to guests that something's new on the inside."
The new brand image is the capstone of the Comfort brand's multi-year transformation and comes on the heels of the brand's Move to Modern initiative, which is driving renovations across the system, including:
•Refreshed lobbies for relaxing, working and gathering.
•Updated guest rooms with premium pillows, bedding, and bath amenities.
•Now 100 percent smoke-free, making Comfort the largest smoke-free hotel brand in North America.
Only after a hotel completes Move to Modern can it use the new logo on its building and across digital channels. Guests can expect all Comfort properties across the United States to have completed their renovations and updated their signage by the end of 2020.
"There's never been a better time to build a Comfort hotel," said Brian Quinn, head of development, new construction brands, Choice Hotels. "Our substantial investment in the future of the brand, coupled with the brand's proven performance in the upper midscale segment, has fueled developer interest and led to one of the largest pipelines in our history."
The Comfort brand plans to open more than one hotel per week in 2018 for the second year in a row, with a pipeline of nearly 300 properties, 80 percent of which are new construction