{"id":145911,"date":"2023-03-28T17:09:39","date_gmt":"2023-03-28T15:09:39","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=145911"},"modified":"2023-03-28T17:09:39","modified_gmt":"2023-03-28T15:09:39","slug":"jonathan-mills-choice-rejuvenation","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/jonathan-mills-choice-rejuvenation","title":{"rendered":"Jonathan Mills (Choice Hotels): \"Our repositioning will be complete by the end of the year\"."},"content":{"rendered":"<h3 class=\"wp-block-heading\">Choice Hotels has just announced a refresh of its Ascend Collection brand, which now focuses on a \"world dedicated to Hygge\". Why this change?&nbsp;<\/h3>\n\n\n\n<p><strong><em>Jonathan Mills - <\/em><\/strong>Although not all travellers are aware of it, the Ascend Collection, which now includes nearly 70 hotels in Europe, has been<strong> the world's leading \"collection\" brand<\/strong>Before other hotel operators launched their own collections. But today, there is a certain amount of confusion about what a collection is, and what these labels offer. We wanted to redefine the essence of Ascend Collection, its characteristics, its customer experience, so that the value of the brand was clear to both the customer and the franchisee. We've been working on this for almost a year now. Travellers expect independent establishments. And this<strong> uniqueness<\/strong>This extra level of experience will be reflected in the definition of an emblem for each hotel, as well as rituals specific to each establishment. Little touches designed to leave a lasting impression,<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"242\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/03\/choice-ascend-collection.jpg\" alt=\"\" class=\"wp-image-145949\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/03\/choice-ascend-collection.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2023\/03\/choice-ascend-collection-300x104-derived.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><figcaption><em>The Ascend Collection is beginning its refresh. <\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">The refresh announced for the Ascend Collection is part of a complete rejuvenation of your brand portfolio in Europe. How far have you got with this project, which was launched last year?<\/h3>\n\n\n\n<p><strong><em>Jonathan Mills - <\/em><\/strong>We started with <strong>relaunch Comfort Hotels<\/strong>our mid-range brand for travellers looking for excellent value for money. Later in the year, we turned our attention to our mid-range premium brands, Clarion and Quality. We had one final brand to relaunch, the Ascend Collection. Which we are now doing. All of this is complemented by the launch of a new mid-range brand with a contemporary design, <a href=\"https:\/\/www.voyages-d-affaires.com\/en\/sleep-inn-choice-hotels-europe-20221213.html\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sleep Inn<\/a>. This means that<strong> our brand portfolio has been completely updated<\/strong>These brands are perfectly adapted to the new expectations of travellers in the wake of the pandemic and to the different markets in the EMEA region.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Are you already feeling the positive impact of this new strategy?<\/h3>\n\n\n\n<p><strong><em>Jonathan Mills -<\/em><\/strong> The feedback from our franchisees is excellent. For example, one of our partners, the 4C group, loves the new positioning of the Comfort brand and its new markers. As a result, it has just renewed the contract for its two London establishments for the next 20 years and is renovating them accordingly. In the same way, we will be working throughout the year with hoteliers to <strong>putting these developments on track<\/strong>. Whether in the Czech Republic, with the Comfort Prague Est, or in France, with the Comfort Clermont St Jacques, we have ambassador hotels that are preparing to welcome customers under these new conditions.<\/p>\n\n\n\n<aside class=\"wp-block-varenne-quote\"><blockquote><p><span style=\"background-color: transparent\">By the end of the year, the repositioning of Choice Hotels in the EMEA region will be complete. The majority of establishments will have undergone their transformation and customers will be able to come and test this evolution.<\/span><\/p><\/blockquote><\/aside>\n\n\n\n<h3 class=\"wp-block-heading\">So, after the announcements, this refresh is now starting to materialise?<\/h3>\n\n\n\n<p><strong><em>Jonathan Mills -<\/em><\/strong> Exactly. There were several phases to this development. First we studied the market and what customers expect from a hotel brand today, then we redesigned all these brands and their standards. This took us until the end of 2021. Then, last year, we unveiled these repositionings to our franchisees. <strong>We are therefore in the final phase<\/strong>and hotel refurbishment. By the end of the year, the repositioning of Choice Hotels in the EMEA region will be complete. The majority of establishments will have undergone their transformation and customers will be able to come and test this evolution.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"496\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/03\/choice-comfort-hub.jpg\" alt=\"The Comfort Hub.\" class=\"wp-image-122755\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/03\/choice-comfort-hub.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/03\/choice-comfort-hub-300x213-derived.jpg 300w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/03\/choice-comfort-hub-100x70-derived.jpg 100w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><figcaption><em>The Comfort Hub, one of the brand's new hallmarks.<\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">How does this rejuvenated offering strengthen Choice Hotels' position in Europe?<\/h3>\n\n\n\n<p><strong><em>Jonathan Mills - <\/em><\/strong>Our value proposition as a pure franchisor will be even more firmly established. Since the launch of this refresh, we have received <strong>many requests from new franchisees <\/strong>for new projects. Here too, by the end of the year, new hotels will be added to our portfolio, giving us a wider range of hotels to choose from. We have 50,000 rooms in the region today,<strong> our aim is to double in size within five years <\/strong>and to offer 100,000. Our priority is France, our number one market, as well as the UK and Germany.&nbsp;<\/p>\n\n\n\n<aside class=\"wp-block-varenne-link-block\"><p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/choice-hotels-rafraichit-marques-europe-20220323.html\/\" data-id=\"122745\">Choice Hotels refreshes its brand offering in Europe<\/a><\/p><\/aside>\n\n\n\n<h3 class=\"wp-block-heading\">How do you explain the priority given to the French market?<\/h3>\n\n\n\n<p><strong><em>Jonathan Mills - <\/em><\/strong>Firstly, because Choice has a long history in this market, with a presence in France for almost 50 years. Customers are familiar with our brands, especially Comfort, which offers a wide range of products. Thanks to the refreshment of this brand, we are holding a number of discussions to further increase this presence. We are very enthusiastic about all our other brands. By the end of the year, I think we'll have <strong>we will have good news<\/strong> <strong>to be announced<\/strong> about the growth of our offering in France. As in our other key markets.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">As for your new Sleep brand, why have you launched this brand in Europe, which has already appeared on the other side of the Atlantic? What will it offer travellers?&nbsp;<\/h3>\n\n\n\n<p><strong><em>Jonathan Mills -<\/em><\/strong> Our offer still lacked a 'limited services' upper mid-range lifestyle brand, the equivalent of Comfort hotels, which also offer limited services, but are more classic in style and more economical. In the same way, in the upper mid-range 'full service' segment, Clarion is the contemporary counterpart to Quality. With Sleep, we are targeting a growing number of travellers who are looking for <strong>hotels where you can relax and recharge your batteries without necessarily going to a spa<\/strong>. For them, the hotel is not the main reason for travelling. They travel for business, to attend a concert or to see friends. However, the hotel must be able to offer them a relaxing environment, where they can eat well and sleep well. All things that will help them enjoy their stay.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What kind of locations are you looking for for the Sleep brand? Paris or Lyon in France, for example?<\/h3>\n\n\n\n<p><strong><em>J<\/em><\/strong><em><strong>onathan Mills -<\/strong><\/em> Urban environments, but we don't just target major cities. They can also be <strong>secondary and tertiary towns<\/strong>. Feedback from consumers has been very good. This offer didn't exist on the market. So we're very excited about this brand.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"495\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/12\/choicehotels-1-sleepinn.jpg\" alt=\"Choice Hotels is adding a new brand to its offering in Europe, Sleep Inn.\" class=\"wp-image-138109\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/12\/choicehotels-1-sleepinn.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/12\/choicehotels-1-sleepinn-300x212-derived.jpg 300w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2022\/12\/choicehotels-1-sleepinn-100x70-derived.jpg 100w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><figcaption><em>Choice Hotels is adding a new brand to its offering in Europe, Sleep Inn.<\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">When will you be able to announce the first Sleep brand outlets in Europe?<\/h3>\n\n\n\n<p><strong><em>Jonathan Mills -<\/em><\/strong> Our team in France is in discussions with potential franchisees. But it's a little early to say whether the first Sleep hotel will appear in France, the UK or Germany. One thing is almost certain, however: it will open <strong>this year<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">One of the other major events for the Choice Hotels group last year was the takeover of the Radisson brands in the United States and throughout the Americas. Is this an important step for your group?<\/h3>\n\n\n\n<p><strong><em>Jonathan Mills - <\/em><\/strong>In August 2022, our group announced the acquisition of Radisson Hotels Americas for approximately 675 million dollars. This increased the size of our portfolio in the Americas by <strong>67,000 rooms<\/strong>and adds nine brands to our portfolio.  An important acquisition, then, for Choice across the Atlantic, but also for the EMEA region and other parts of the world.&nbsp;<\/p>\n\n\n\n<aside class=\"wp-block-varenne-link-block\"><p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/choice-radisson-outre-atlantique-20220613.html\/\" data-id=\"126359\">Choice Hotels acquires Radisson's Atlantic operations<\/a><\/p><\/aside>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-quel-en-sera-l-impact-en-europe-notamment-pour-les-voyageurs\">What impact will this have in Europe, particularly for travellers?<\/h3>\n\n\n\n<p><strong><em>Jonathan Mills -<\/em><\/strong> Already, this strengthens the reputation of Choice Hotels among future franchisees and new investors, which will benefit us in the EMEA region. But another important aspect of this merger is of particular interest to travellers. That is,<strong> the Choice Privileges loyalty programme is now linked to the Radisson Rewards programme<\/strong>. As a result, consumers in the EMEA region will be able to stay at Radisson hotels in the United States or elsewhere on the American continent. This is an added value for our loyal customers. It also allows US Radisson Rewards members to redeem their points and benefit from the advantages of our programme when they come to the EMEA region. This is therefore a very important event for Choice Hotels, which will support our growth strategy and the recognition of our brands around the world.<\/p>","protected":false},"excerpt":{"rendered":"<p>Jonathan Mills, Managing Director of Choice Hotels in EMEA, talks about the rejuvenation of all the group's brands in Europe and the progress of this ambitious project.<\/p>","protected":false},"author":19,"featured_media":145951,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57,147],"tags":[127,1019,1499,1569],"type-darticle":[51,52],"n_magazine":[],"class_list":["post-145911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotellerie","category-decideurs","tag-europe","tag-france","tag-hotels-daffaires","tag-hotellerie-economique","type-darticle-interview","type-darticle-breve","vapo-free"],"acf":[],"yoast_head":"<!-- This site is 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