Choice launches Comfort and Country Inn prototypes

Choice Hotels Redefines Comfort and Country Inn for 2025

CHOICE HOTELS INTERNATIONAL unveiled new prototypes for Comfort and Country Inn & Suites by Radisson, designed to include revenue-generating spaces without expanding footprints and reduce construction costs by 10 to 15 percent. The brand identities have also been refined to strengthen market distinction.

The company will test and roll out updated brand hallmarks this year, including a revamped breakfast and FF&E packages, as it continues investing in its brands, Choice said in a statement.

“Choice Hotels is committed to growing and strengthening both Comfort and Country Inn & Suites by Radisson by ensuring we provide incredible value and return for both owners and guests,” said Judd Wadholm, Choice’s senior vice president and general manager for core brands, including upper-midscale, midscale and economy brands. “With an average 90 percent brand recognition for both brands, deep expertise in the upper-midscale segment, and newly refined brand identities—combined with the power of Choice Hotels’ franchisee support system—we’re creating an environment to help drive hotel performance.”

Choice gathered owner feedback, studied customer priorities, and leveraged its upper-midscale expertise to identify unmet opportunities in the market, the statement said.

Comfort’s updated prototype

Comfort's updated breakfast area. Photo credit: Choice Hotels

The updated Comfort prototype features an intuitive lobby, breakfast and flex room design with refined finishes and an energizing atmosphere for guests, Choice said. The prototype increases revenue-generating spaces by adding three keys within the existing property footprint.

It also shortens the hotel opening timeframe by reducing stock-keeping units in the FF&E package by an estimated 30 percent, making it easier and faster to order and ship materials for new builds and conversions. Additionally, the prototype optimizes the Rise & Shine design, first introduced in 2023, by enhancing its fresh, contemporary aesthetic while maintaining value for owners.

Choice said the prototype, used in more than 140 properties, including Nashville, Tennessee; Huntsville, Alabama; and Fort Myers, Florida, has boosted guest satisfaction scores. It also said updates to the Rise & Shine FF&E package cut costs by an average of 16 percent through smart design, detailing, and partnerships.

Country Inn & Suites revamped

Country Inn's lobby. Photo credit: Choice Hotels

The enhanced Country Inn & Suites brand identity reflects generous hospitality, catering to sophisticated guests who value a comfortable, residential-style atmosphere, Choice said. The redesigned prototype optimizes public and back-of-house spaces, adding 18 keys while requiring less land for development.

Choice also preserves the brand’s legacy while introducing cost-effective FF&E solutions that enhance the guest experience, the statement said. It will showcase the updated public space design, finish selections, and implementation strategy to franchisees at its annual convention in April in Las Vegas, Nevada.

“Comfort and Country Inn & Suites share a strong legacy of hospitality and value done right, and these updates position each brand for even greater success in today’s evolving business landscape,” said Jenny Aboudou, Choice’s head of upper-midscale brands. “Choice Hotels has given its brands an edge by prioritizing franchisee voices and closely studying the evolving preferences of today’s travelers. These insights have been crucial in shaping our next steps for our upper-midscale brands so they remain the ones customers favor and return to for years to come.”

The company has maintained a track record of success, including with Country Inn & Suites, acquired in the 2022 Radisson Hotels Americas deal, the statement said. The brand saw a 19-point RevPAR Index increase this year, a 20 percent rise in direct online contribution, and year-over-year revenue growth. It also recorded higher revenue from group and business travelers and expanded its upper-midscale segment in 2024, opening 107 hotels across the two brands.