Comfort Brand Debuts First Hotels With New Logo

ROCKEVILLE, MD—The Comfort brand is opening its first two hotels with the new logo, following the unveiling of the new brand image at the Choice Hotels annual convention in May. The Comfort Inn & Suites in Boise, ID, and the Comfort Suites in Wooster, OH, are the first new construction hotels to feature the logo.

The new brand image is the capstone of the Comfort brand’s multi-year transformation and comes on the heels of the brand’s Move to Modern initiative, which is driving renovations across the system, including:

  • Refreshed lobbies for relaxing, working and gathering.
  • Updated guestrooms with premium pillows, bedding, and bath amenities.
  • Now 100% smoke-free, making Comfort the largest smoke-free hotel brand in North America.

Only after a hotel completes Move to Modern can it use the new logo on its building and across digital channels. Guests can expect all Comfort properties across the United States to have completed their renovations and updated their signage by the end of 2020.

The Comfort brand plans to open more than one hotel per week in 2018 for the second year in a row, with a pipeline of nearly 300 properties, 80% of which are new construction.