![]() 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.”Įach EMEA Quality hotel will offer three key elements that franchisees can customize: The EMEA Quality refresh also provides our franchisees with a framework for customization, enabling them to adapt their asset to suit its size, segment mix and location in order to stand out in the midscale market. He added, “While this concept is guest-centric, by redefining hotel spaces and enhancing the traveler experience it is franchisee-focused, too, increasing the asset’s value and delivering revenue-driving opportunities by becoming more market relevant. “Announced earlier this year, this new brand direction has already seen the successful relaunch of Comfort and then Clarion in the second quarter.” “With the Quality refresh underway, we mark another milestone in our ongoing brand portfolio re-energization strategy for EMEA,” said Jonathan Mills, CEO, Choice Hotels EMEA. ![]() Reflecting research findings, Quality hotels in EMEA will transform into “Contemporary Habitats,” characterized by modern design and facilities, high cleanliness standards and attentive touches, from design features to a fresh menu, according to the company. Choice Hotels EMEA owners will begin transitioning to the refreshed brand and its hallmarks over the next two years. Choice Hotels EMEA has revealed the refresh concept for its Quality brand as part of its EMEA brand portfolio re-energization strategy. ![]()
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