TRENDING
COMFORT RISE & SHINE
Choice Hotels International has unveiled for developers the Rise & Shine prototype option inside the Comfort brand with the first prototypes expected to open in 2023 .
“ We expect the first new construction prototype hotels will open in 2023 , with many to follow in 2024 ,” Choice Chief Development Officer David Peppers told HOTELS . “ We are already working on two new-construction projects that will reflect the Rise & Shine prototype , and construction timeframes are estimated within 18-24 months .”
Peppers said land costs are unique to the market and site , but approximately just under two acres are needed for the prototype . “ We know that labor and materials costs have risen due to COVID ,” he added . “ As we move through recovery , we expect costs to decrease as lending and labor become more readily available .”
The new Comfort Rise & Shine prototype builds on the features of the long-time Comfort upper midscale brand
and includes :
An efficient footprint : With reduced square footage , the Rise & Shine prototype delivers elevated fit and finish while maintaining Comfort ’ s efficient , cost-effective operating systems .
Innovative functionality : From a welcoming outdoor porch to an innovative new flex room that easily transforms from additional breakfast space to meeting and event space , the new prototype offers versatile spaces that can create additional revenue opportunities .
Flexible and fresh design : Backed by extensive consumer research and developer feedback , the Rise & Shine design package comes in three color schemes , allowing developers to customize their choice to fit the needs of their local market . They include : City – bold yet approachable with rich wood tones and an energized color palette Sea – calm and soothing with muted colors and light wood tones Sun – vibrant and cheerful with a relaxed yet optimistic feel
Peppers said Choice is providing developers with the cost efficiency they expect , along with the flexibility they want with this new prototype . He said savings from lowering the construction costs for
The Rise & Shine prototype for Choice Hotels Comfort brand includes outdoor spaces .
owners allowed Choice to make a larger impact with guest-facing FF & E upgrades , and cost per key is estimated to be lower than direct competitors in the segment . “ The Rise & Shine prototype is cost neutral compared to the previous Comfort prototype , as we were able to reduce square footage while upgrading finishes and design to offer an enhanced product ,” he said . “ Our guest rooms remain among the larger offerings in the upper midscale segment .”
The flagship Comfort brand has more than 1,600 hotels in the U . S . and a pipeline of nearly 300 properties , about 80 % of which are new construction .
10 hotelsmag . com May / June 2021