Hotel Online  Special Report

 New Logo for Comfort Inn; Conveys Better Choice
Hotels Midscale Brand’s Consistency, Quality
and Service Attributes


Silver Spring, MD (November 1, 2004) – Choice Hotels International (NYSE:CHH) today introduced a new logo for its flagship Comfort Inn brand that, in the words of President and CEO Charles A. Ledsinger, Jr., “more accurately reflects the Comfort Inn brand’s marketplace position as a midscale lodging leader in terms of quality, product consistency and service.”

The new Comfort Inn sign, featuring the brand’s signature multi-colored circular “sunburst” on a royal blue background, will be in place on domestic Comfort Inn brand hotels, as well as all new Comfort Inn brand hotels entering the system, by December 31, 2005.  Comfort Inn brand hotels outside of the U.S. will have the new sign by December 31, 2006.

According to Ledsinger, the new look for Comfort Inn is actually one element among several brand enhancements as the company continues to improve the brand’s overall consistency and quality.  “Working in tandem with Comfort Inn franchisees, we have taken an already-strong brand and improved its guest services and amenities,” he said.  “This new logo for the brand better conveys the brand’s consistency, quality and service attributes to travelers.”
The largest of Choice Hotels’ brands, the Comfort Inn brand was established in 1981 and has grown to become one of the most recognized hotel brands around the world.  There are more than 2,000 Comfort Inn brand hotels open worldwide.

Choice Hotels introduced a new prototype for the brand in 2004, indicative of the brand’s strategy to grow primarily through new construction.  Each prototype incorporates signature design elements for the brand and each averages $42,000 per key to build, excluding land. 

Comfort Inn brand hotels offer swimming pools and/or exercise facilities, free deluxe continental breakfast and 100 percent satisfaction guarantee.  In-room amenities include in-room coffee, 25-inch remote control TVs with premium channels, and free local calls with no long distance 

Comfort Inn Old Logo
surcharge.  By June 2005, all Comfort Inn brand hotels will offer high speed Internet access in every room as well as in lobbies.

“Comfort Inn is evolving into a consistent, new-build product that offers highly-desired amenities and services – with a rate that puts the brand solidly in the upper end of the midscale segment,” said Ledsinger.  “This new image creates an impression of the brand to which it is far better suited.”

As part of the Comfort Inn reimaging plan, Choice Hotels has created a financial assistance program to help franchisees.  Additionally, the company will launch a multi-faceted marketing and communications plan in January 2005 to increase consumer awareness of the new image.

Choice Hotels International is one of the world’s largest lodging franchisors, marketing more than 5,000 hotels open or under development in 44 countries under the Comfort Inn, Comfort Suites, Quality, Clarion, Sleep Inn, MainStay Suites, Econo Lodge, and Rodeway Inn brand names.  

Choice Hotels International
Anne Papa Curtis
Tel: (301) 592-5155
Also See: Choice Hotels, With 4,810 Franchised Hotels, Reports 2003 Net Income of $71.9 million, Compared to Prior Year Net Income of $ 60.8 million / Hotel Operating Statistics / February 2004

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