“ Comfort Hotels is thrilled to introduce the Rise & Shine prototype with the opening of the Comfort Inn & Suites in Mountain Grove ,” said Cathy Hartman , VP of brand strategy for Choice Hotels . “ It ’ s a reflection of our ongoing commitment to enhancing guest experiences and ensuring that families and travelers of all ages can create cherished memories at Comfort Hotels .”
Choice revealed the Rise & Shine prototype in March 2021 . After completing Comfort ’ s multi-year , $ 2.5-billion transformation , which saw enhanced rooms and public spaces and a new logo and signage , the Rise & Shine prototype was Choice ’ s next milestone for the brand as it entered its 40th year .
Choice aims to strike the right balance with the prototype , stressing its lower build and operating costs as its advantage . “ We are constantly looking at how we can help drive profitability for our owners and developers through leveraging our procurement partnerships to ensure products are competitively priced , amenities are driving incremental stays and cost to build remains low ,” Hartman said . “ The Rise & Shine prototype continues to be competitively priced for the upper-midscale segment , proving desirable to developers for its lower build and operating costs .”
The Rise & Shine Design Packages can be adapted to current Comfort hotels , providing an easier transition from Choice ’ s previous design concept , Truly Yours . Around 50 Comfort hotels have already installed various design aspects of Rise & Shine .
The prototype builds on some of Comfort ’ s current features preferred among developers . “ Choice Hotels has listened to its guests and developers and tailored the new prototype and design packages ( City , Sea and Sun ) to meet the needs of families and business travelers alike , all while keeping developer ROI top of mind ,” said Hartman .
Rise & Shine focuses on an efficient footprint with reduced square footage and elevated fit and finish while maintaining Comfort ’ s costeffective operating model . It also emphasizes functionality by integrating adaptable spaces like outdoor porches and new flex rooms and creating multifunctional areas that offer additional opportunities for revenue generation . Moreover , the prototype offers a flexible design approach through three distinct packages : City , characterized by rich wood tones and an energized color palette ; Sea , featuring calming , muted colors with light wood tones ; and Sun , presenting a vibrant color palette with a relaxed feel .
Choice Hotels has more than half a dozen upper-midscale and midscale brands in its portfolio after the integration of Radisson Hotels Americas .
Currently , there are more than 2,000 hotels open globally under the Comfort brand .
Guest rooms at Comfort Inn & Suites in Mountain Grove , Mo ., come in the Rise & Shine ’ s City design package , with rich wood tones and other accents .
The lobby at the Comfort Inn & Suites in Mountain Grove , Mo .
Choice ’ s Comfort brand features multi-purpose flex rooms that transition from breakfast areas in the morning to meeting spaces throughout the day and become private reception areas at night .
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