Choice Hotels EMEA unveils Quality brand refresh

Choice Hotels EMEA has unveiled a refresh concept for its Quality brand as part of its EMEA brand portfolio re-energisation strategy. The group will begin transitioning to the refreshed brand and its hallmarks over the next two years, following research into the preferences of post-pandemic travellers in key EMEA markets, which revealed that Quality guests “seek hotels with the relaxed comforts of home, complemented by a warm and friendly service”. Reflecting research findings, Quality hotels in EMEA will transform into “Contemporary Habitats” that are characterised by modern design and facilities, high cleanliness standards and “attentive” touches, from design features to a fresh menu. To support franchisees with the Quality refresh rollout, Choice Hotels EMEA has provided new brand toolkits featuring design guidelines as well as brand standards documentation. Comprehensive brand and service training is also being conducted to support every hotel with the transition. Choice Hotels EMEA CEO Jonathan Mills said: “With the Quality refresh underway, we mark another milestone in our ongoing brand portfolio re-energisation strategy for EMEA. Announced earlier this year, this new brand direction has already seen the successful relaunch of Comfort and then Clarion in the second quarter of 2022. “The EMEA Quality refresh also provides our franchisees with a framework for customisation, enabling them to adapt their asset to suit its size, segment mix and location in order to stand out in the midscale market. They can put on their own stamp, weaving in local references that guests appreciate, from design features and fresh produce to the Quality hosts themselves, recruited from the local community.” He added: “Our decision to invest in refreshing our brand propositions for the region came at a time when the hotel industry had been forced to recalibrate. It was imperative we met evolving needs of the value-seeking guest and at the same time, create a franchisee collaboration proposition that was future fit. “With the hospitality and travel and tourism market recovery gaining momentum, our brand refreshes have become even more significant, capitalising on demand by offering guest-relevant hotels with defined brand hallmarks and reinforcing our franchisee-first approach, driving return on investment and increased profitability to our valued partners.” The Choice Hotels EMEA brand proposition currently encompasses Clarion, Quality, Comfort and the Ascend Hotel Collection, with the Sleep brand on track to make its EMEA debut in the fourth quarter of 2022. Following the brand refresh launches, the Choice Hotels EMEA team is working closely with hotels to help them become brand-standard compliant by the end of the year, with soft refurbishments and brand service training completed where possible.