LAS VEGAS At the Comfort Inn brand session held here during the Choice Hotels International Conference, company executives shared disturbing facts regarding the brand s quality levels.
Executives revealed the number of Comfort Inns that failed their quality assurance reviews this year increased by 113%. It was also noted that Choice terminated twice as many Comfort hotels from its system this year than it added. In fact, the number of Comfort hotels terminated from the system doubled this year representing a 400% increase. Mike Cothran, Comfort s brand manager said, ” the re-imaging program doesn t include just changing signs. Changing signage doesn t mean a hotel will be successful, working to increase quality standards is key.”
With regard to the re-imaging program, Cothran said: “It s only the Comfort Suites that are getting new signs, not the Comfort Inns. Comfort Suites needs to have an image that reflects its product.” (5/1/01) Diana M. Rodriguez