Hotel News Now sat down with Choice Hotels International VP of Brand Management and Design Anne Smith at the 2018 Lodging Conference to find out more about the company’s new midscale extension, Clarion Pointe.
PHOENIX—Choice Hotels International is bringing a “differentiated brand experience” to the midscale space with the creation of Clarion Pointe, said Anne Smith, VP of brand management and design.
During a break at The Lodging Conference, Hotel News Now sat down with Choice’s Smith to find out more about Clarion Pointe, which is an extension of the upper-midscale Clarion brand into the midscale space.
“Clarion is our full-service, upper-midscale brand at play in the groups and meetings space, offering full restaurants, bars and (event facilities),” she said. “So what we thought about Clarion Pointe as we see the demand for affordable premiums and more select-service type of experiences, we wanted to leverage the Clarion brand and bring that into midscale because we know that guests are continuing to see affordable premiums and those elevated touches, but that shouldn’t be confined to a price point that’s out of their reach.”
Clarion Pointe properties will have a contemporary design with “signature murals in the guestroom and lobby to give the hotel a sense of place,” but owners will have the opportunity to customize these murals to fit their market, Smith said.
Watch the video clip below to hear more from Smith on the key points that differentiate Clarion Pointe from Clarion.
There’s a lot of excitement around other Choice brands, particularly its flagship Comfort brand, Smith said.
Franchisees have invested in Comfort because they believe in it, Smith said, and $2.5 billion has gone into renovations and investment for the brand. Part of that investment went into a new logo, which was announced at Choice’s brand conference earlier this year. Smith said Choice is “seeing signs (of the new logo) coming up around the country.”
Choice’s Quality Inn & Suites brand “continues to generate growth and deliver for our owners who are looking to get the most value out of their asset,” she added.
Take a look at the video clip to hear more about Comfort’s growth and Choice’s overall development pipeline.