Comfort Brand Expands in Key U.S. Markets

ROCKVILLE, MD—The Comfort hotel brand, franchised by Choice Hotels International Inc., has expanded in U.S. markets this year amid its transformation. In the last three months, 15 new Comfort properties opened, a rate of more than one per week. In addition, there have been several franchise agreements in primary markets.

Recent openings are located across the country, including:

  • Asheville, NC
  • Aurora, CO
  • Austin, TX
  • Boise, ID
  • Columbus, OH
  • Dallas
  • Tulsa, OK

Recent franchise agreements include:

  • Brooklyn, NY
  • Charlotte, NC
  • Nashville, TN
  • Phoenix
  • San Jose, CA

“The brand expansion over the past few months, particularly in primary markets, is a testament to the increased demand for the transformed Comfort brand,” said Anne Smith, VP, brand management and design, Choice Hotels. “Guests love the new Comfort hotels, and we look forward to providing a refreshed, modern experience in more of their favorite cities.”

The Comfort brand’s $2.5-billion transformation journey has reinvigorated the brand with refreshed lobbies, upgraded guestrooms and bedding, and 100% smoke-free properties, making it the largest smoke-free hotel brand in North America, according to the company. In addition, the Comfort brand previously revealed a new logo design as a capstone to the brand’s renaissance, which has begun rolling out to properties across the country.

The Comfort brand pipeline is nearly 300 properties, including 80% new construction.

“New Comfort hotel openings and franchise agreements in key markets further affirm that the strategy for the brand is working,” said Brian Quinn, head of development, new construction brands, Choice Hotels. “Between the substantial investment in the brand, strong pipeline and growth, there’s never been a better time to develop a Comfort hotel, and we look forward to sustained success.”

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