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Choice Hotels has announced plans to bring its Sleep Inn brand to its European and UK hotels.
The Sleep Inn brand focuses on helping guests eat and sleep well to achieve a balanced lifestyle throughout their stay. Franchisees can customise Sleep hotels to suit their asset, business model and guest profile.
The brand of hotels includes specifically designed rooms which create a “restorative ambience” to enhance guests’ sense of escape while the curated sleep experience, including the “Design to Dream” bed, ensures they are well rested at night.
The meticulously planned “Sleep Balanced Menu” features dishes designed to balance energy levels using ingredients that are seasonal, organic and locally sourced where possible
This launch follows the 2022 relaunch of other brands such as Comfort in April, Clarion in May and Quality in October, with refresh plans for Ascend Hotel Collection to be revealed soon.
Jonathan Mills ,Choice Hotels EMEA CEO, said: “The launch of Sleep in EMEA is a landmark moment for Choice Hotels in the region as we complete another chapter of our ambitious brand refresh strategy, focused on offering relevant brands that deliver value both to guests and franchisees.
“Following our Comfort, Clarion and Quality refreshes announced earlier this year, the launch of the Sleep brand concept in EMEA enables us to reach an even wider audience, appealing to travellers that above all, are looking to maintain a balanced lifestyle while on the road.”
Mills added: “Today, more than ever, it is essential for us to have balance in our lives, and Sleep represents a new generation of hotels where this can be achieved. With its inspired by nature design direction, in tune with the rhythms of day and night, its curated sleep experience and its nutritionally rich Sleep Balanced Menu, the brand speaks to us all with its celebration of balance and personal harmony.
“While matching concepts to guest profiles is essential, Choice Hotels EMEA is exclusively designed for franchisees. Delivering brand concepts that are customisable and flexible, ensuring franchisees can fully optimise the performance of their asset, is at the heart of every decision we take. In this respect, the launch of Sleep has untold potential; it not only presents a fresh brand concept to existing franchisees but opens the door to new partners who possess the asset and the audience to capitalise on Sleep’s contemporary appeal.”
