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Choice launches Comfort Rise & Shine prototype

Choice Hotels International has unveiled the new Comfort Rise & Shine prototype with the first prototypes expected to open in 2023.

The team is already working on two new-construction projects that will reflect the Rise & Shine prototype and construction timeframes are estimated at 16 to 18 months.

Choice Hotels President and CEO Pat Pacious said now that the multi-year, US$2.5 billion flagship Comfort brand refresh is complete, the group is introducing a new prototype that is designed to maximize return on investment.

Rise & Shine breakfast and flex room
Rise & Shine breakfast and flex room

The new Comfort Rise & Shine prototype builds on the features of the long-time upper midscale brand and includes:

An efficient footprint: With reduced square footage, the Rise & Shine prototype delivers elevated fit and finish while maintaining Comfort’s efficient, cost-effective operating advantage.

Innovative functionality: From a welcoming outdoor porch to an innovative new flex room that easily transforms from additional breakfast space to meeting and event space, the new prototype offers versatile spaces that can create additional revenue opportunities.

Flexible and fresh design: Backed by extensive consumer research and developer feedback, the Rise & Shine design package comes in three color schemes, allowing developers to customize their choice to fit the needs of their local market, all while retaining the warm and welcoming personality for which Comfort is known. Developers can choose among the following:

  • City – bold yet approachable with rich wood tones and an energized color palette
  • Sea – calm and soothing with muted colors and light wood tones
  • Sun – vibrant and cheerful with a relaxed yet optimistic feel

“Upper midscale and midscale are Choice Hotels’ sweet spots, and no one knows these segments better than we do,” said David Pepper, chief development officer, Choice Hotels. “More than ever, developers and guests are gravitating towards established brands they know and trust — brands like Comfort. Whether looking to build new construction or convert existing businesses, the Comfort Rise & Shine prototype was flexibly designed to accommodate a broad spectrum of investment opportunities coupled with access to Choice’s industry-leading resources and technology.”

Rise & Shine exterior patio
Rise & Shine exterior patio

Choice said the new prototype was designed in response to evolving guest needs with tailored spaces for travelers to relax, work, sleep and get ready for their day. New and existing elements of the design combine to maintain connective threads to the current offering, while adapting to meet the changing needs of today’s traveler. Some of these updates include:

  • Outdoor patios anchored by an indoor/outdoor fireplace, designed to give guests a warm welcome and make them feel at home.
  • Open, airy and active public spaces with high ceilings and floor-to-ceiling windows to maximize natural lighting.
  • A multi-purpose flex room that seamlessly converts to serve a variety of uses.
  • Guestrooms featuring upgraded fixtures and furniture, including semi-open closets and new “on the go” stations at the door.
  • Functional yet uplifting lighting throughout the prototype including the front desk welcome wall, public space millwork shelving, exclusive up-lighting on the guest room headboard wall and media panel and on the prototype exterior.

“As the name ‘Rise & Shine’ suggests, light is integral to the new design, inspired in part by our refreshed brand identity and new signage serving as a beacon for the brand,” said Megan Brumagim, vice president, brand management, design and compliance, Choice Hotels. “The prototype combines the features, design and amenities that guests want, with the efficiency, functionality and flexibility that developers expect. It offers spaces that can transform from day to night and serve a broad range of guest stays, whether business or leisure. The new prototype reinforces the brand’s strong value proposition with guests and owners by blending form and function to help optimize the guest experience and developers’ investment.”

Comfort guests will continue to enjoy complimentary hot breakfast, free Wi-Fi and 100% smoke-free facilities.

Comfort has more than 1,600 hotels coast to coast in the U.S. and a pipeline of nearly 300 properties, about 80% of which are new construction.

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