Comfort Targets Ambitious Growth in 2017
The brand, owned by Choice Hotels International, is planning to expand with the opening of 56 properties all around the country.
By Keith Loria, Contributing Editor
The Comfort hotel brand said it expects to open 56 new properties in the course of 2017, with new developments either opened or planned all around the country.
Comfort Inn & Suites is San Marcos, Texas
On tap are the Comfort Suites in Johnstown, Col., featuring 92 guestrooms; the Comfort Suites in Brookings, S.D., with 100 guestrooms; the Comfort Inn & Suites in Kew Gardens, N.Y., with 85 guestrooms; the Comfort Inn in La Porte, Ind., featuring 64 guestrooms; the Comfort Inn in North Aurora, Ill., boasting 84 guestrooms; and the Comfort Inn in Dallas, Texas, with 103 guestrooms.
“The success of the Comfort brands, a pioneer in the segment, reinforces that Choice Hotels is a leader in upper midscale lodging,” Brian Quinn, Choice Hotels’ vice president, franchise development, said in a prepared release. “With the brand’s recent enhancements and strong operating performance, Comfort has never been better positioned for growth.”
Choice Hotels International Inc., the parent company of the Comfort brand, recently released its quarterly financial results and the results exceeded Wall Street expectations. The company posted revenue of approximately $197.9 million in the last quarter.
Last November, the company announced a multi-unit development agreement with GVK Enterprises to establish a hotel portfolio in Greece, with the first one being a Comfort Hotel, set to open in Athens this summer.
According to Quinn, the Comfort brand is aimed to meet the needs of both first-time and experienced hotel developers by providing modern, relevant hotel prototypes that are cost effective to build, maintain and operate. All of this helps bring back a strong return on investment.
Recent data shows that the brand is registering all-time high guest satisfaction scores and is exceling in the upper midscale segment on RevPAR growth, seeing 27 consecutive months of RevPAR Index gains.
Approximately 66 percent of the 121 executed agreements for new Comfort locations in 2016 were new construction projects, a figure that has tripled in the last eight years. Comfort planned new hotels in Salt Lake City, Utah; Dallas-Fort Worth, Texas; Charleston, S.C.; Jacksonville, Fla.; North Myrtle Beach, S.C.; Austin, Texas; Oklahoma City, Ok.; and Tampa, Fla.
“Comfort Inn and Comfort Suites properties work in all types of markets—whether urban, corporate office park, airport and interstate locations,” Anne Smith, vice president, brand strategy, Choice Hotels, said in the release. “We’re constantly striving to provide our business and leisure guests with superior service and offerings, and now we’re satisfying more guests as we reach new markets.”
Image courtesy of Choice Hotels
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