HB ON THE SCENE: Choice to Invest $40M into Comfort Brand

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