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Choice Hotels Launches Clarion Pointe with a Focus on Tech

Choice Hotels International, Inc. recently unveiled Clarion Pointe, a midscale select-service brand extension of Clarion that is said to bring together the premium elements guests desire and an affordable travel experience. It is also designed to meet hotel owners' strong demand for a new select-service opportunity that is a differentiator in the popular midscale segment.

"As customer expectations continue to evolve, we know that guests desire high-quality and affordable lodging options when they travel," said Patrick Pacious, president and chief executive officer, Choice Hotels. "Clarion Pointe demonstrates our commitment to innovating in the midscale segment and builds on our decades of expertise."

As a brand extension, Clarion Pointe leverages the Clarion brand promise of creating environments for people to connect and socialize. Clarion Pointe allows guests to maximize their total trip experience with "focal pointes," including:

  • Contemporary design touches, including signature murals in guest rooms and the lobby that reflect local points of interest.
  • Curated food and beverage, like free premium coffee and tea from The Coffee Bean & Tea Leaf, as well as free breakfast with fresh and nutritious items. Craft beer and select wines, juices and smoothies, and small bites are available for purchase in the hotel's marketplace.
  • On-demand connectivity that lets guests stream content from their mobile devices onto 49-inch TVs with casting capabilities and free streaming-strength Wi-Fi.
  • Modern fitness space featuring cardio equipment, a strength-training station, plus casting-capable TVs that enable guests to stream workouts on demand.

Hospitality Technology reached out to Choice Hotels and spoke with Anne Smith, vice president, brand management, design and compliance, to learn more about the on-demand connectivity it offers to hotel guests.

"During the development of Clarion Pointe, we spoke with guests to gain insights into the items they truly care about when traveling," Smith said. "Those findings informed the brand extension’s 'focal pointes,' including contemporary design, curated food and beverage, modern fitness space, and on-demand connectivity.

"The first thing guests used to do when entering their hotel room was watch TV—now, guests want to access on-demand content on their own devices," she continued. "We knew that delivering a frictionless technology experience was vital, so we created an environment where Clarion Pointe guests can use their own devices just as they would at home. The hotels will feature free, streaming-strength WiFi and casting-capable, 49-inch TVs — in guest rooms and fitness centers. For example, if a guest has a workout video on their phone, or a streaming service subscription, they’ll be able to watch their content on a big screen while on the treadmill. This is just one way Clarion Pointe allows guests to maximize their total trip experience with affordable premiums, like on-demand connectivity."

Choice Hotels already has more than 50 Clarion Pointe franchise agreements in the development pipeline, including the following locations: Medford, Ore., Gatlinburg, Tenn., and Florence, Miss., which will be the first hotel to open later this year.

Clarion Pointe joins Choice Hotels' robust midscale and upper midscale brand portfolio, which includes Comfort, Sleep Inn, Quality Inn, MainStay Suites, and Clarion. There are nearly 300 Clarion hotels open around the world, specifically equipped to support corporate and social gatherings with meeting space and full-service bars and restaurants.

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