Maintain a balanced lifestyle even when you're on the move, relax and recharge: the brand promise Sleep Inn is, at first glance, an attractive proposition for business travellers with busy schedules. This mid-range Choice brand, which has already been operating in the United States for around ten years and has more than 400 hotels, is set to enter the European market by 2023-2024, based on its motto of "The best of both worlds". Stay balanced in style "Stay balanced with style".
Nature-inspired design for a soothing ambience that contrasts with the hustle and bustle of city life, healthy, well-balanced food and local experiences: while the American hotel group has yet to unveil the first establishments that will carry the Sleep Inn brand, Choice Hotels is aiming to attract future franchisees with this new concept. a brand in tune with the timesin line with new customer expectations.
The brand's offer is built around three pillars: restful nights with the Design to Dream bed - a mattress which, in addition to its quality, has the added virtue of being made from recycled marine plastics, Sleep Balanced" menus developed in collaboration with chefs, nutritionists and dieticians, all with a local touch according to the wishes of the establishments, and finally the Favourites, involving the hotel teams in the guest experience.
" The launch of Sleep in the EMEA region is an historic moment for Choice Hotels, as we complete another chapter in our ambitious renewal strategyfocused on a range of relevant brands" commented Jonathan Mills, CEO of Choice Hotels EMEA. Since last year, the American franchisor has embarked on a vast plan to relaunch all its brands in Europe, most of which are positioned in the mid-range.
Coming 50 years after the opening of the first Choice hotel in Europe, this general refresh began last spring with the limited service Comfort brand, which offers a redesigned customer experience around multi-purpose common areas. In May, the Clarion brand took its turn in the a new dynamic This is supported by a focus on design and the presence in all hotels of a signature venue, the Clarion Café, where guests can eat, relax and work throughout the day. More recently, in October, the Quality brand unveiled a revisited concept with a renewed design and a focus on personalised service. The announcement of the launch of Sleep Inn continues the trend set by Choice, pending the forthcoming unveiling of refreshment plans for its top-of-the-range Ascend Collection brand.
