HB ON THE SCENE: Choice to Invest $40M into Comfort Brand
Tuesday May 14th, 2013 - 10:45AM NB
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LOS ANGELES—Choice Hotels International plans to put some significant financial muscle behind its Comfort brand, earmarking $40 million to improve properties in the United States.
The initiative was presented this morning during the chain’s 59th annual convention being held here this week at the city’s convention center.
The program targets the 30-year-old brand’s 1,900 domestic properties, including both Comfort Inn and Comfort Suites, and is specifically aimed at those needing PIPs; however, owners can request to be part of the initiative.
The program will be executed on a first come, first served basis.The investment will be a shared expense between franchisees and the brand, leveraging off Choice’s balance sheet.—Stefani C. O’Connor
Tags: • Hospitality • Brands • Brand Conferences •
For the past few years, the talk of The Lodging Conference in Phoenix had been focused on the economic recovery, solid industry projections and “cautious optimism.” With the word cautious no longer necessary, the economic outlook took a backseat this year to the seemingly unending parade of new lifestyle brands.