If you’ve ever road-tripped through America or searched for a basic, affordable hotel, chances are you’ve come across a Comfort Inn. And if you’ve ever stayed at one, you might understand why I never have.
Like many others, I too always felt that Comfort Inns were stuck in the past. Dated rooms, inconsistent service, and a lack of basic amenities made these properties feel more like a blast from the past than a modern stay. For years, while hotel giants like Hilton, Marriott, and IHG aggressively refreshed their brands and raised standards, Choice Hotels seemed to be coasting on autopilot.
That finally seems to be changing for the better. Now sit back and come along as I take you through all the changes Comfort Inn and Country Inn & Suites are going through to become the hotel chains they deserve to be.
A Long Overdue Refresh
In 2021, Choice Hotels unveiled the Comfort Rise & Shine prototype, marking a significant milestone for its flagship brand as it celebrated its 40th anniversary. This new design aimed to modernize the Comfort brand and position it for continued growth in the upper midscale segment.
It is very clear that attention was paid to every single detail from day to day operations, franchisee feedback and most importantly the guests experience. The new design makes the best of both worlds for both franchise owners and guests.
Key features of the Rise & Shine prototype include:
- Reducing the average square footage of newly built hotels by an average of 3,000 to 4,000 square feet.
- New guest spaces and that allow for flexibility and new revenue opportunities.
- Examples include new outdoor porches and multi-purpose flex rooms that easily transform from additional breakfast space to meeting and event space.
- Easily adaptable designs to allow for customization based upon geographic location and to fit the needs of the local market.
- City (bold yet approachable with rich wood tones), Sea (calm and soothing with muted colors and light wood tones), and Sun (vibrant and cheerful with a relaxed yet optimistic
- City (bold yet approachable with rich wood tones), Sea (calm and soothing with muted colors and light wood tones), and Sun (vibrant and cheerful with a relaxed yet optimistic
- Outdoor patios anchored by an indoor/outdoor fireplace, open and airy public spaces with high ceilings and floor-to-ceiling windows to maximize natural lighting, and guest rooms featuring upgraded fixtures and furniture, including semi-open closets and new “on the go” stations at the door.
- Empehis on better and more comfortable lighting throughout interior and exterior spades.
- Examples include the front desk welcome wall, public space millwork shelving, exclusive up-lighting on the guest room headboard wall and media panel, and on the prototype exterior.
- Examples include the front desk welcome wall, public space millwork shelving, exclusive up-lighting on the guest room headboard wall and media panel, and on the prototype exterior.
As Megan Brumagim, Vice President of Brand Management, Design, and Compliance at Choice Hotels, stated,
“The prototype combines the features, design, and amenities that guests want, with the efficiency, functionality, and flexibility that developers expect. It offers spaces that can transform from day to night and serve a broad range of guest stays, whether business or leisure.”
So far, the new The Rise & Shine prototype has been adopted in over 140 properties across the U.S., including locations in Nashville, Huntsville, and Fort Myers. These updates have led to increased guest satisfaction scores compared to previous designs. Additionally, the updated design package has resulted in a 16% average cost optimization for owners, achieved through smart, innovative design and partnerships.
Country Inn & Suites: A Fresh Take on Generous Hospitality
Comfort Inn is not the only brand getting a major retool and refresh. Following Choice Hotels’ acquisition of Radisson Hotels Americas in 2022, the company has made significant strides in revitalizing the Country Inn & Suites by Radisson brand. (If you are interested in learning more about this acquisition, check out our post: Choice Hotels Acquires Radisson Hotel Group Americas – Thoughts & Reactions)
The refreshed prototype emphasizes a philosophy of generous hospitality, appealing to guests who value a comfortable, relaxed environment with a residential ambiance.
Unfortunately, there is not many renderings or images available for the prototype nor could I find any official confirmation of any locations using the new design. The only information that I could reliably find was directly from the Choice Hotels website which is where I find the renderings below:
Key updates include:
- Similar to what we have seen with the Comfort Inn upgrades, the Country Inn & Suites also optimized their layout and square footage required for new hotels built. During this process, the prototype gained enough space for 18 keys (rooms).
- Reduced costs for owners and operators while maintaining the rich legacy of Country Inn & Suites.
- Guests are now greeted with a signature freshly baked chocolate chip cookie and can unwind in cozy public spaces designed with a residential ambiance, including a well-scaled single-story connected lobby and dining space.
The results speak for themselves in a positive way with higher reported revenue, more direct bookings and a higher growth in business travel. Furthermore based on guest surveys done, 84% of guests reported they would likely stay at a Country Inn & Suites hotel following the design refresh.
Why Now?
Frankly, this move was necessary years ago. I mentioned this same issue in my blog post on Wyndham’s new prototypes: many economy and midscale hotel brands lost appeal over the last decade because their parent companies fell behind on innovation. While Hilton and Marriott were rolling out new flagships and modernizing legacy brands, Choice and Wyndham moved much slower.
That said, Choice wasn’t completely idle. While Wyndham largely maintained the status quo, Choice at least took some strategic steps launching new brands like Everhome Suites and acquiring Radisson Americas, which included the Country Inn & Suites brand. Still, the flagship Comfort Inn brand continued to lag in perception.
The reality is that Comfort Inns across the country became wildly inconsistent. Some locations are clean and decently maintained; others feel like stepping into a time capsule. That inconsistency is a byproduct of franchise-heavy models where enforcement of brand standards can be lax.
However, this seems to be the first step forward to changing this long standing issue for Comfort Inn. The new design looks fresh and is ready to compete with other budget chains and even the big players like Hilton or Marriott. However though, without continuous brand enforcement or regular investment in property improvements, even a great prototype can fall flat once rolled out.
Can It Make a Difference?
It’s encouraging to see Choice Hotels investing in its core brands, even if it feels a little late. There’s clear intention here not only with fresh designs but also in the language they’re using. The new branding is more than a logo swap; it’s about “sharpened identities” and modern guest experiences.
Will it work? That depends on execution. If franchisees adopt the new prototype widely and Choice commits to stronger brand enforcement, it could help repair Comfort’s reputation and make it a serious contender in the midscale space once again.
For now, it’s a step in the right direction and one that’s been a long time coming.
Touristician 