SILVER SPRING, MD HOTEL BUSINESS. has learned that Choice Hotels International has temporarily put plans for a new brand aside for now.
Choice for some time has been considering creating a new, upscale brand for developers of other Choice products that want to move to a higher level of product, but who do not want to develop a Clarion Hotel, currently Choice s top-line brand.
Chuck Ledsinger, president/CEO, said that Choice has put that idea “on the back burner for the time being, because of what we are doing with our new ad campaign and new brand imaging.”
Choice, at its business convention this week at the MGM Grand in Las Vegas, is expected to unveil new brand logos and imaging for several of its brands; it is also set to unveil a new advertising campaign to franchisees.
But all is not lost for a new Choice brand.
“We continue to greenhouse [the idea],” said Ledsinger.
Choice, which has 4,392 properties in its worldwide portfolio, owns the Comfort, Quality, Clarion, Sleep Inn, EconoLodge, Rodeway Inn and MainStay Suites brands. (4/30/01) Ruthanne Terrero