Choice Hotels Continues Growth, Transformations

ROCKVILLE, MD—Choice Hotels International Inc. has reached agreements with longtime franchisees Magnolia Hospitality Group and Champion Hotels for the development of eight midscale hotels to be located throughout the country, which include a mix of new-construction and conversion projects, as well as a dual-brand location.

Building on its relationship with Choice, Magnolia Hospitality Group will open five new hotels in Texas:

  • Comfort Inn—Dallas
  • Comfort Inn—Ft. Worth
  • Sleep Inn—Dallas
  • Mainstay Suites—Humble
  • Mainstay Suites—Dallas

Champion Hotels, which has worked with Choice for four decades, signed franchise agreements for three Comfort properties:

  • Comfort Inn—Schaumburg, IL
  • Comfort Inn—Bloomington, MN
  • Comfort Inn— Griswold, CT

“The growth of our midscale brands is a testament to our strong value proposition and outstanding product,” said Brian Quinn, head of development, new construction for Choice Hotels. “Choice’s long-lasting relationships with our franchisees sets us apart, allowing us to fortify our leadership in the expanding midscale segment.”

In addition, Choice has opened the 86-room dual-branded Sleep Inn and MainStay Suites in Sarasota, FL. The dual-brand concept continues to increase in popularity across the U.S. with more than 100 Sleep Inn and MainStay Suites dual-brand hotels open or in the pipeline. This property was developed by Choice Hotels’ 2016 Developer of the Year award winner, Robert Schlabach of Lieben Group LP.


After unveiling a new logo for Choice Hotels International Inc.’s flagship brand in May, the Comfort brands’ transformation journey continues to advance. More than 450 hotels in the U.S. Comfort brand portfolio are in the process of obtaining new brand signage and completing renovations to guestrooms and common areas for an overall refreshed look and feel.

“We have focused on the guest from day one of this journey, and we are working diligently to bring a modern and lasting guest experience to all of our Comfort hotels,” said Anne Smith, VP of brand management and design at Choice Hotels. “The new logo signals change and welcomes travelers to experience the new Comfort. We continue to receive tremendous guest feedback—the future of the Comfort brand is bright.”

The transformation began in 2012 and incorporated the Move to Modern initiative, which includes system-wide upgrades. All U.S. Comfort hotels are required to meet the Move to Modern standards by the end of 2019, and guests can expect to see the new signage by the end of 2020. In total, Choice Hotels and its franchisees will have invested $2.5 billion to deliver a more consistent, up-to-date guest experience:

  • Refreshed lobbies and public spaces to provide more common areas for relaxing, working and gathering
  • Updated guestrooms with premium quality pillows, mattresses and bedding
  • 100% smoke-free properties, making Comfort the largest smoke-free hotel brand in North America

The Comfort brands’ growth continues to accelerate with recent openings in primary markets, such as Asheville, NCDallas, and Austin, TX. The pipeline is nearly 300 hotels, 80% of which are new-construction, and Choice has recently secured franchise agreements in Brooklyn, NY; Charlotte, NC; and Phoenix.

“The Comfort brands’ transformation strengthens its position as a leader in the upper-midscale hotel segment. The investment made is driving increased developer interest and continued growth,” Quinn said. “The brand’s rapid expansion is a testament to our commitment, expertise in the segment and strong value proposition. We look forward to bringing the new Comfort to even more markets and continuing to stake our claim in the segment.”