LOS ANGELES, May 15, 2013 /PRNewswire/ -- Building on the positive response to the recent launch of the Clarion Bistro C food and beverage concept, Choice Hotels International, Inc. (NYSE: CHH), one of the world's largest hotel companies, announced it is investing up to $2 million in development incentive payments to encourage and expedite more Clarion franchisees to develop a Bistro C at their hotels, a new innovative restaurant solution the brand introduced for its midscale hotels last year.
Bistro C is a crucial component of the Clarion brand's broader strategic efforts to become the go-to option for group travel in the midscale lodging segment where travelers Get Together. Guests traveling to gather for events such as meetings, reunions and social occasions account for 70-90 million room nights a year in the mid-scale market. The brand created the food and beverage concept to enable franchisees to respond to guests' demands for freshly prepared meals and still turn a profit. The Bistro C concept includes hot menu items -- to order -- efficiently, economically, and with minimal labor while also being scalable and flexible enough to support banquet and business catering.
"Clarion properties are ideal venues for group travel because they offer ample space, exceptional service and great value," said Dan Sweiger, head of domestic brand management for Clarion. "Through our strategic vision for this brand, the Clarion brand's service and offerings are getting even better. The Clarion brand tag line is Get Together and we are committed to making sure that when people meet up at Clarion hotels it's convenient, relaxed and memorable. Bistro C is just one of the first steps in our strategy and it's making giant strides. Owners at the first Bistro C location have told us they are extremely pleased that with this new concept, we have figured out a winning formula to make food and beverage profitable in midscale segment."
The incentive has already attracted its first conversion property. A hotel in Knoxville, Tennessee will convert from a brand within another hotel company. In joining the Clarion system, the hotel owners are taking on a stylish transformation. Further burnishing the new look and feel of the brand, the Clarion Del Mar Inn, perched above the Pacific Ocean on the San Diego coast, is celebrating a top to bottom property refresh and its investment in this food and beverage strategy. Owners of the hotel have put approximately $3 million toward property enhancements and focused service to meet the guests' needs.
The Clarion Del Mar Inn is the second hotel to develop a Bistro C. Last year, the Clarion Inn Waterford Convention Center in Elmhurst, Illinois became the brand's first beta testing site and immediately reported positive gains, most notably with in-house catering for up to 300 event attendees. The new development incentive aims at encouraging more Clarion properties to experience similar success.
Furthering the Get Together concept, Clarion is introducing its Get signature on its core services to remind guests of the high quality and consistency of the Clarion experience no matter where they check in. Some brand signatures will be immediately put to use while others will be soon added as brand standards and programs are developed, because when travelers Get Together at Clarion hotels they "get" a lot:
- Get Connected in the meeting facilities
- Get Social in the lobbies and lounges
- Get a Bite to eat
- Get & Go with carry out dining
- Get Productive in the business centers
- Get Rest in premium bedding
About Choice Hotels
Choice Hotels International, Inc. franchises over 6,200 hotels, representing more than 500,000 rooms, in the United States and more than 30 other countries and territories. As of March 31, 2013, 395 hotels, representing more than 30,000 rooms, were under construction, awaiting conversion or approved for development in the United States. Additionally, 81 hotels, representing approximately 7,000 rooms, were under construction, awaiting conversion or approved for development in more than 20 other countries and territories. The company's Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway Inn brands, as well as its Ascend Hotel Collection membership program, serve guests worldwide.
Choice Hotels International offers the Choice Privileges® rewards program. With nearly 17 million members worldwide, is one of the fastest growing hotel loyalty programs in the travel industry.
Additional corporate information may be found on the Choice Hotels International, Inc. website, which may be accessed at www.choicehotels.com.
Choice Hotels, Choice Hotels International, Choice Privileges®, Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge, Rodeway Inn and Ascend Hotel Collection are proprietary trademarks and service marks of Choice Hotels International.
© 2013 Choice Hotels International, Inc. All rights reserved.
SOURCE Choice Hotels International, Inc.