Subscribe
Login
Hotels

Choice Hotels Says It’s Reinvigorating Its Lagging Comfort Inn Brand

Dan Peltier

Photo Credit: A Comfort Inn sign in New York City.  Flickr / M. Jeremy Goldman

Skift Take

Comfort Inn was long overdue for a reset and any improvement will be better than where the brand was suffering in recent years.

Choice Hotels has pushed the reset button on its Comfort Inn brand during the past year which it thinks will get the company's overall room growth back to where it belongs, Choice CEO Stephen Joyce said this week. Comfort Inn is the latest to join the list of hotel brands brands its own leaders have described as tired, as Starwood did last week with

Hotel coverage is exclusive for Skift Pro subscribers.

Subscribe for full access to all Skift coverage for as low as $55 a month.
See the latest hotel headlines.

Apple Pay, Google Pay, Paypal, VISA, Mastercard, Discover, American Express

Already a subscriber? Login