Choice Hotels EMEA reveals Quality brand refresh concept

Choice Hotels EMEA has revealed the refresh concept for its Quality brand as part of its EMEA brand portfolio re-energization strategy. Choice Hotels EMEA owners will begin transitioning to the refreshed brand and its hallmarks over the next two years.

Reflecting research findings, Quality hotels in EMEA will transform into “Contemporary Habitats,” characterized by modern design and facilities, high cleanliness standards and attentive touches, from design features to a fresh menu, according to the company.

“With the Quality refresh underway, we mark another milestone in our ongoing brand portfolio re-energization strategy for EMEA,” said Jonathan Mills, CEO, Choice Hotels EMEA. “Announced earlier this year, this new brand direction has already seen the successful relaunch of Comfort and then Clarion in the second quarter.”

He added, “While this concept is guest-centric, by redefining hotel spaces and enhancing the traveler experience it is franchisee-focused, too, increasing the asset’s value and delivering revenue-driving opportunities by becoming more market relevant. The EMEA Quality refresh also provides our franchisees with a framework for customization, enabling them to adapt their asset to suit its size, segment mix and location in order to stand out in the midscale market. They can put on their own stamp, weaving in local references that guests appreciate, from design features and fresh produce to the Quality hosts themselves, recruited from the local community.”

Each EMEA Quality hotel will offer three key elements that franchisees can customize:

  • “Quality Hosts” will make guests feel at home and cared for, putting service first, process second, and all are trained in the Q service style program, an in-depth course designed to bring out the best in each staff member.
  • “Quality Moments” will be a collection of touchpoints that are personal and local. These will include a signature “Our Hotel” personal welcome, a “Meet Your Hosts” photo wall, a “Local Discovery” card in every guestroom and a farewell mailbox.
  • Encouraging guests to spend “Quality Time,” hotels will offer curated yet customizable wine & cocktail menus at their food and beverage outlets. Dining menus will prioritize dishes made from locally sourced ingredients, while every Quality property will offer a “Grab a Snack” concept and employ “Certified Coffee Gurus.”

“Our decision to invest in refreshing our brand propositions for the region came at a time when the hotel industry had been forced to recalibrate,” said Mills. “It was imperative we met evolving needs of the value-seeking guest and, at the same time, create a franchisee collaboration proposition that was future fit. With the hospitality and travel and tourism market recovery gaining momentum, our brand refreshes have become even more significant, capitalizing on demand by offering guest-relevant hotels with defined brand hallmarks and reinforcing our franchisee-first approach, driving return on investment and increased profitability to our valued partners.”

To support franchisees with the Quality refresh rollout, Choice Hotels EMEA has provided new brand toolkits featuring design guidelines and brand standards documentation. Comprehensive brand and service training is also being conducted to support every hotel with the transition.

The Choice Hotels EMEA brand proposition currently encompasses Clarion, Quality, Comfort and the Ascend Hotel Collection, with the Sleep brand on track to make its EMEA debut in the fourth quarter.