Choice Hotels International, Inc. (NYSE:CHH) today announced the launch of the “Clarion Collection,” a brand extension of its lower-upscale Clarion brand that is tailored to accommodate unique, historic or boutique hotels that enjoy strong local identities but would benefit from the resources offered by one of the world`s largest lodging franchisors.
Hotels suited to the Clarion Collection include properties in resort, urban “gateway,” or major secondary markets with average daily rates that exceed $90. Hotels will likely have strong local recognition, with unique designs or features that incorporate geographic, market-specific elements. As part of the Collection, these hotels may retain their existing names, with the Clarion brand name assuming a secondary position. Additionally, each hotel will have a brass plate with the Clarion Collection logo mounted by the front entrance.
“The Clarion Collection allows unique, highly individualized hotels to have the best of both worlds,” said Michael J. Ludden, senior director and brand manager, Clarion brand hotels. “They retain the uniqueness that has earned them a reputation within their markets, but they also benefit from the $50 million marketing programs, strong reservations delivery and exceptional franchise services offered by Choice Hotels.”
Ron Burgett, vice president, franchise development for Choice Hotels, said two properties - The Peabody Court in Baltimore and The Hotel Cosmos in San Francisco - have already joined the Clarion Collection, with more in the pipeline. “We`re looking for hotels that are local market-centric, with a minimum of 45 guest rooms and a fine dining, full service restaurant either onsite or directly adjacent. These hotels will offer all of the amenities travelers expect from Clarion - but with an added touch of local flavor,” Burgett said.
Choice Hotels International is one of the world`s largest lodging franchisors, marketing more than 5,000 hotels open or under development in 48 countries and territories under the Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Econo Lodge, and Rodeway Inn brand names. For more information on Choice, visit the company`s web site at www.choicehotels.com.
Choice Hotels, Choice Hotels International, Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Econo Lodge, and Rodeway Inn are the proprietary trademarks and service marks of Choice Hotels International Inc.