{"id":1004267147,"date":"2018-09-25T05:25:51","date_gmt":"2018-09-25T13:25:51","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004267147"},"modified":"2022-12-08T19:33:24","modified_gmt":"2022-12-09T03:33:24","slug":"choice-hotels-launches-new-midscale-brand","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/choice-hotels-launches-new-midscale-brand\/","title":{"rendered":"Choice Hotels Launches New Midscale Brand"},"content":{"rendered":"

By Scott Baltic, Contributing Editor <\/em><\/p>\n

\"\"<\/a>Choice Hotels International plans to launch \u201ca midscale select-service brand extension<\/em>\u201d of the company\u2019s Clarion flag, called Clarion Pointe. The new hotel brand reportedly is intended to combine affordability with \u201cthe premium elements guests desire<\/em>\u201d while also meeting \u201chotel owners\u2019 strong demand for a new select-service opportunity \u2026 in the popular midscale segment<\/em>.\u201d<\/p>\n

Amenities planned for Clarion Pointe include guestroom and lobby art that reflects local points of interest, on-demand connectivity that will let guests stream content from their mobile devices onto 49-inch TVs and free streaming-strength Wi-Fi. Breakfast will be complimentary, as will premium coffee and tea, and craft beer and select wines, juices and smoothies, and small bites will be available for purchase at each location\u2019s marketplace.<\/p>\n

\"Patrick<\/a>

Patrick Pacious, president & CEO of Choice Hotels<\/p><\/div>\n

\u201cAs customer expectations continue to evolve, we know that guests desire high-quality and affordable lodging options when they travel<\/em>,\u201d Patrick Pacious, president & CEO of Choice Hotels, said in a prepared statement. \u201cClarion Pointe demonstrates our commitment to innovating in the midscale segment<\/em>\u2026.\u201d<\/p>\n

One of the new brand\u2019s drivers was developers\u2019 \u201cneed for a premium midscale conversion brand to maximize RevPAR<\/em>,\u201d added Tom Nee, vice president, franchise development. \u201cClarion Pointe \u2026 is ideal for owners who want to reposition their limited service property into a select service opportunity<\/em>\u2026.\u201d<\/p>\n

Choice reports that it already has more than 50 Clarion Pointe franchise agreements in the development pipeline, including locations in Medford, Ore., Gatlinburg, Tenn., and Florence, Miss., which will be the first hotel to open, later this year.<\/p>\n

\u201cTarget markets include key suburbs of metropolitan markets where there is strong corporate and transient demand<\/em>,\u201d a Choice Hotels spokesperson told Commercial Property Executive<\/em>.<\/p>\n

Not without risk<\/h2>\n

\u201cIt\u2019s a smart move for Choice to create a new brand in the Midscale chain scale that will be geared towards conversions and implement relatively strict select-service brand requirements<\/em>,\u201d Hans Detlefsen, president of Hotel Appraisers & Advisors LLC, Chicago, told Commercial Property Executive<\/em>.<\/p>\n

As a large inventory of midscale and upper midscale lose their flags, he continued, \u201cowners will be looking for the next best branding opportunity.<\/em>\u201d<\/p>\n

One concern, Detlefsen said, is the new brand\u2019s clear tie to the existing Clarion brand, an upper-midscale brand. As a midscale brand, Clarion Pointe presumably will target a lower ADR than the Clarion brand. \u201cIf this holds true<\/em>,\u201d he said, \u201cit could be difficult to uphold the quality and range of brand standards currently envisioned for the brand<\/em>.\u201d<\/p>\n

Choice, meanwhile, continues to expand. In May it opened the Clarion Inn & Suites Downtown Atlanta<\/a>, a 104-key, five-story property in the Castleberry Hill neighborhood that was converted from another brand.<\/p>\n

Images courtesy of Choice Hotels<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Focused on conversions, the new Clarion Pointe extension is intended to meet the need for premium yet affordable select-service hotels. <\/p>\n","protected":false},"author":882,"featured_media":1004267150,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21782,21808,21751,23891,21742],"tags":[32902,36808],"class_list":["post-1004267147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-development","category-featured","category-hotel","category-national","category-latest","tag-choice-hotels-international-inc","tag-patrick-pacious"],"acf":[],"yoast_head":"\nChoice Hotels Launches New Midscale Brand - Commercial Property Executive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/choice-hotels-launches-new-midscale-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Choice Hotels Launches New Midscale Brand\" \/>\n<meta property=\"og:description\" content=\"Focused on conversions, the new Clarion Pointe extension is intended to meet the need for premium yet affordable select-service hotels.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.commercialsearch.com\/news\/choice-hotels-launches-new-midscale-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Commercial Property Executive\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CPExecutive\" \/>\n<meta property=\"article:published_time\" content=\"2018-09-25T13:25:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-09T03:33:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2018\/09\/Rendering-is-courtesy-of-Choice-Hotels..jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"620\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Scott Baltic\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cpexecutive\" \/>\n<meta name=\"twitter:site\" content=\"@cpexecutive\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/choice-hotels-launches-new-midscale-brand\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/choice-hotels-launches-new-midscale-brand\\\/\"},\"author\":{\"name\":\"Scott Baltic\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/#\\\/schema\\\/person\\\/61ac1450f3ffaa0e850b834c28526555\"},\"headline\":\"Choice Hotels Launches New Midscale Brand\",\"datePublished\":\"2018-09-25T13:25:51+00:00\",\"dateModified\":\"2022-12-09T03:33:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/choice-hotels-launches-new-midscale-brand\\\/\"},\"wordCount\":461,\"image\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/choice-hotels-launches-new-midscale-brand\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/wp-content\\\/uploads\\\/sites\\\/46\\\/2018\\\/09\\\/Rendering-is-courtesy-of-Choice-Hotels..jpg\",\"keywords\":[\"Choice Hotels International Inc.\",\"Patrick Pacious\"],\"articleSection\":[\"Development\",\"Featured\",\"Hotel\",\"National\",\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/choice-hotels-launches-new-midscale-brand\\\/\",\"url\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/choice-hotels-launches-new-midscale-brand\\\/\",\"name\":\"Choice Hotels Launches New Midscale Brand - 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