Choice Hotels International Inc. has opened its 70th Clarion Pointe hotel, a 117-room property in Milwaukee, as the company continues to invest in its midscale portfolio. The brand has 43 additional hotels in the pipeline and 27 expected to open this year in cities such as Galveston, TX, and Gettysburg, PA.
“The remarkable growth of Clarion Pointe underscores its strong appeal and distinctiveness to both travelers and hotel owners in the highly competitive midscale segment,” said Cathy Hartman, VP, brand strategy, Choice Hotels. “With an ever-expanding pipeline and an increasing number of openings in key markets, Clarion Pointe has proven to be a smart and cost-effective choice for owners looking for a brand that puts a finer point on an affordable travel experience—something travelers are increasingly seeking.”
The brand was launched in 2018 to “meet economically savvy customers’ growing preference for select-service hotels that deliver sleek and elevated essentials where they matter most,” according to the company. It was developed as an extension of Clarion, one of Choice’s longest-established brands, allowing owners to benefit from strong brand awareness.
Clarion Pointe hotels provide curated food and beverage offerings and a marketplace, along with fitness essentials and on-demand TV casting. The brand also equips owners with technological tools that simplify their operations and drive optimal returns on their investments. These include the choiceEDGE guest reservation platform and the choiceADVANTAGE property management system.
The company has also helped make it easier for prospective owners to finance their hotel investment. It recently partnered with digital platform Bridge to help provide new and existing Choice hotel owners with access to affordable financing solutions.
