ROCKVILLE, MD—The Comfort brand, franchised by Choice Hotels International Inc., has delivered on its plan to open more than one hotel per week in 2019. In addition, more than one-third of openings were in the western U.S., which is a major focus of the brand’s development strategy. Choice’s flagship, upper-midscale brand now has more than 2,100 hotels across the globe, with recent openings in Washington, Oregon and Utah.
“With updated guestrooms and public spaces alongside our new brand identity, the newly refreshed Comfort brand continues to excite guests and developers alike,” said Megan Brumagim, VP, brand management, design and compliance, Choice Hotels. “Given the brand’s proven track record, it’s no surprise that we’ve been able to sustain growth that allows us to be everywhere Comfort guests want to travel.”
There are more than 250 properties in Comfort’s domestic pipeline, more than 80% of which are new-construction, in major cities in the western United States, such as Phoenix; San Diego; Colorado Springs, CO; Bellingham, WA; and Cheyenne, WY.
“Comfort’s transformation is creating buzz and continues to generate results for owners,” said Jason Cowan, SVP, franchise sales, Choice Hotels. “The brand has experienced an impressive year of growth and as we move into 2020, we will continue Comfort’s expansion to meet demand.”
Comfort hotels are designed with modern brand amenities to meet the needs of guests:
- Updated guestrooms with premium pillows, bedding and bath features
- Business centers, meeting space and open lobbies with room to work and socialize, including free WiFi
- 24-hour fitness centers
- Complimentary breakfast
- 100% smoke-free facilities