In addition to these brand-wide programs, nearly 70% of the Comfort system will complete a Property Improvement Plan by the end of 2015, implementing key elements of the new design that increase intent to stay at Comfort hotels and ensuring that the Comfort brand always provides a reliable and refreshed guest experience.Removing Hotels That Don't Meet New Guest Satisfaction StandardsBrand executives recently implemented higher guest satisfaction standards for the Comfort brand family with the goal of securing the brand's place as the first option for travelers within the upper midscale segment. "The new guest satisfaction standards are based on the voice of the guest," said Williamson. "When guest feedback indicates that a property is not living up to standards, we take action to improve or remove those properties." Choice has already started to remove hotels that are below the new guest satisfaction standard, and will continue to do so throughout the coming years. In Choice is prepared to remove up to 10 percent of the Comfort system if those hotels do not meet guest satisfaction thresholds.
Refreshed Comfort Brands Gaining Momentum
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