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 •
When you hear all the lodging industry projections for the months and years to come, much of the robust growth is forecast to be the result of the expected influx of travelers from China. In what could only be seen as good news for the industry, that expectation moved a little closer to reality when President Obama signed a visa waiver extension for Chinese travelers earlier this month.