The Comfort hotel brand has reached a milestone in its transformation journey with the opening of the 500th hotel featuring the new logo in Dalton, Georgia.
More than 1,000 hotels in Comfort’s domestic system have now completed interior renovations with updated guestrooms and refreshed public spaces, and nearly one-third of the brand now reflects its modern identity on the outside of the hotel with new signage.
“Choice’s multi-year, $2.5 billion investment with its franchises has resulted in a new-and-improved brand for guests — and we’re receiving resounding feedback that Comfort is better than ever,” said Megan Brumagim, vice president, brand management, design and compliance, Choice Hotels.
“We look forward to all Comfort hotels showcasing the new logo on their exterior signage in the near future — a sign of change on the outside that communicates to guests something’s new on the inside.”
Nestled in the foothills of the Blue Ridge Mountains at 905 West Bridge Road, the four-storey, 76-room Comfort Inn and Suites Dalton Georgia is the latest hotel to showcase the brand’s new look and feel.
Located off Interstate 75 near the Dalton Convention Center, the hotel is surrounded by the local arts-and-culture scene as well as picturesque landscapes.
The Comfort Inn and Suites Dalton Georgia is designed to meet the needs of business and leisure guests with amenities that include modern guestrooms with premium pillows, bedding and bath features.
Other amenities are a business centre, meeting space, and open lobby with room to work and socialise, including free Wi-Fi, indoor heated pool and 24-hour fitness centre, complimentary hearty and healthy breakfast, featuring the brand’s signature waffles, eggs, breakfast meats, pastries, yogurt, and fresh coffees and teas, as well 100 per cent smoke-free facilities.
“Franchises love the new Comfort brand as much as guests. In fact, the brand’s renovation programme is creating so much demand in the development community that franchise agreements increased by nearly 50 per cent in the first half of 2019 compared to last year,” said Brian Quinn, head of development, new construction brands, Choice Hotels.
The Comfort brand has more than 300 properties in its pipeline, 80 per cent of which are new construction. Comfort is also on pace to open more than one hotel per week in 2019, with locations in major cities like Dallas; Nashville, Tennessee; Pittsburgh; San Antonio; and San Diego.
The Comfort Inn and Suites Dalton Georgia is the first Choice-branded hotel owned by Yogesh Patel.