Hotel Online  Special Report

New Brand Requirements for Comfort Inn and
Comfort Suites Focus on Breakfast,
Bath and Bedding
Las Vegas, NV (May 17, 2005) – Following successful reimaging campaigns for its flagship Comfort Inn and Comfort Suites brands, Choice Hotels International, Inc. (NYSE:CHH) is now focusing on enhancing the guest amenities consumers care about most:  Breakfast, Bath and Bedding.

“The refreshed image for both Comfort Inn and Comfort Suites is communicating to guests that these brands are fresh, consistent and welcoming,” said Aaron Katz, vice president, brand strategy at Choice Hotels.  “Now we are upgrading our guest amenities and making them more consistent to ensure that they deliver on the promise communicated by each brand’s image.”

According to Katz, these upgrades are not indicative of ‘amenity creep’ – rather, they are part of a strategic brand evolution that is based on solid guest research.  “Guests tell us they care about beds, the bathrooms and breakfast,” he said.  “Rather than ‘chase’ competitors, therefore, we’re devoting our resources to areas that are most likely to drive business to – and revenues for – our hotels.”

Specifically, said Katz, new brand requirements for Comfort Inn focus on

Breakfast.  Comfort Inn’s standard deluxe continental breakfast menu will expand by the end of 2005 to offer a fresh selection of pastries, hot waffles, and gourmet coffee.  Service pieces will also be standardized, providing a consistent look and feel to Comfort Inn’s breakfast offering.

Bath.  Comfort Inn’s bath upgrades, implemented brand-wide by mid-2006, include the addition of an upgraded set of terry products and a new, proprietary line of amenities that includes shampoo, lotion and facial and body soaps.

Bedding.  According to Katz, bedding for Comfort Inn brand hotels is currently being tested and will be upgraded.

New brand requirements for Comfort Suites focus on

Breakfast.  The new Comfort Suites breakfast, in place by year’s end, sports a sophisticated, high-end look and feel, with standardized serving pieces and signage.  Menu offerings include eggs, hot breakfast meats, waffles, fresh fruit and premium coffee.

Bath.  Upgraded terry products and a proprietary line of bath amenities including  shampoo, conditioner and lotion will be implemented into every Comfort Suites brand hotel by mid-2006.  A coordinating, hookless shower curtain completes the package.

Bedding.  As with Comfort Inn, Katz and his team are currently researching upgraded bedding products for Comfort Suites brand hotels.

Comfort Inn and Comfort Suites are franchised by Worldwide lodging franchisor Choice Hotels International (NYSE:CHH) markets more than 5,000 hotels in over 40 countries under the brand names Comfort Inn, Comfort Suites, Quality, Clarion, Sleep Inn, MainStay Suites, Econo Lodge and Rodeway Inn.  The company's newest brand, Cambria Suites, launched in January 2005.  For more information on Choice, visit the company's web site at

 Anne Papa Curtis
Tel: (301) 592-5155
Also See: Wingate Inn Brand Aims to Sustain Competitive Edge; Enhancement Plan Includes Upgrading Bed, Bath, Shower, Complimentary Breakfast, Adds Muscle to Marketing Plans / May 2005
Homewood Suites by Hilton Commences Brand Enhancement Program; Full Completion for 145 Hotels Slated for Year End 2008 / February 2005
Four Points by Sheraton Turns up the Heat in Hotel Bed Wars; Investing $13 million to Roll Out its Four Comfort Bed(SM) to 100-plus Properties in North America / October 2004

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