Hotel Brands

Choice Hotels EMEA commences Clarion brand refresh

The design will see The Clarion Café be the focal point of the hotel

Franchisor Choice Hotels EMEA has announced it has commenced its Clarion brand refresh, forming part of its recently announced plans to update its entire EMEA brand portfolio.

It said the refresh follows analysis of research into post pandemic travel requirements in “key markets” revealing that Clarion guests are looking for a hotel that is authentic to its destination offering a feeling of escape and sense of discovery.

Reflective of the research, Clarion added its hotels will include “inspirational touches that bring out their personality”, aiming to offer a “richer experience” for guests.

The design will see The Clarion Café be the focal point of the hotel. Alongside an all-day bistro-style menu including local and seasonal items, the Clarion Café will offer an evolving retail range of gourmet and specialty gifts, enabling hotels to drive additional revenue opportunities. Clarion said hotels will also have the option of featuring a bar and artisanal pop-ups

Choice Hotels EMEA CEO, Jonathan Mills, said: “We recently announced the refresh of our entire brand portfolio here in EMEA, and following the recent launch of our Comfort brand, today we further progress that as Clarion gets underway.

“In order to be relevant for our franchisees and their guests, our brands are designed to provide clarity and definition, with a focus both on customer experience and revenue-driving while having an eye on optimising operational efficiencies.The Choice Hotels EMEA brand experience proposition provides choice within a framework allowing customisation for asset type and size, segment mix and location.”

He added: “…Our decision to invest in refreshing our brand propositions for the region is part of building a franchisee collaboration proposition that is fit for the future. In that respect we are focused on offering relevant brands designed for the evolving needs of the quality value seeking guest while delivering hallmarks created to drive additional revenues.”

Choice Hotels EMEA is currently represented with the Clarion, Quality, Comfort and Ascend Hotel Collection brands.

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