To celebrate its 50th anniversary in Europe this year, American franchisor Choice Hotels has embarked on an ambitious programme. At refreshment of all its brands The launch of a new lifestyle brand, Sleep, has been added to the range of brands already present in the Europe-Middle East-Africa (EMEA) region.
This major facelift began with the unveiling of its plans for the Comfort limited-service mid-range brand and will continue in April with the announcement of those concerning the top-of-the-range Clarion brand. The three-star Quality brand will present its new face in the summer, before the same is done early next year for the Ascend Collection, made up of top-of-the-range boutique hotels.
With more than 7,100 hotels worldwide, most of them in North America, the hotel group has nearly 350 establishments in the Europe-Middle East-Africa regionThese include around fifty in France and twenty in the UK and Germany, its three key markets. The region is also regarded as strategic by the future of the Choice Group, which has set up a new team in Europe. " With a business plan that should ensure solid growth for, I hope, the next fifty years." says Jonathan Mills, CEO of Choice Hotels in EMEA.
This team was responsible for defining and set the evolution of brands to music of the group. " During the pandemic, I spoke with franchisees, and we also organised workshops with our customers. Consultants were also brought in to study the market, our brands and those of our competitors." explains Jonathan Mills. Based on all this feedback, we began by rethinking the Comfort brand offer, which was presented in early spring and will run for a year and a half.
By the end of 2023, the hundred or so hotels will be moving towards this new approach, starting by offering a rethought customer experience based on two pillars: local influence in catering and hotel design, and the introduction of the Comfort Crew. Hotel teams will no longer be stationary behind the reception desk, but will go out to meet customers to check in and offer their services, for example with their tablet or iPad.
" Our customers expect warmth and care.says Jonathan Mills, who also explains that this development corresponds to the expectations of franchisees who ". like to have a general framework, but also real flexibility so that they can develop their own sense of hospitality. "After this initial phase, the third pillar of the brand refresh, the Comfort Hubwill gradually be introduced in hotels. This redesigned lobby concept is a multi-purpose space where travellers can check-in/check-out, relax and socialise in a lounge area, and also work in a quiet, coworking environment.
Choice Hotels' strategy in Europe also includes the launch of a new brand, SleepThis is a new mid-range brand that offers all the elements of a successful brand. A new mid-range brand with all the elements of the new wave lifestyle with a limited range of services, but a strong focus on hotel entertainment, F&B and quality rooms. While the contours of this brand are still being worked out, the Group is due to unveil it officially in the third quarter.
The Sleep brand, like the others, will play a part in the future development of Choice Hotels in France, a point considered to be "a key factor in the success of the brand". extremely important "by Jonathan Mills: " We already have good partners in this market and other opportunities are opening up, whether through acquisitions, our appeal to independent hotels or the arrival of franchisees from other brands who are interested in developing our brands."
