At the core of Choice’s business are its brands. Ranging from the oldest, Quality, to the newest, MainStay Suites, these brands are familiar icons for travelers throughout the world in more than 40 countries.

In recognition of changing travel needs and the desire to outpace the competition, Choice conducted a thorough brand review to determine what actions might be taken for brand improvement.

“We determined that some of our brands could benefit from a fresh image, others from specific amenity initiatives, still others from the introduction of new prototypes for new construction,” said Steven T. Schultz, executive vice president, domestic hotels. “We’re taking whatever steps are needed to keep our brands fresh, competitive and in tune with travelers’ needs.”

Against a backdrop of extensive consumer research, Choice is moving ahead with a major re-imaging program for three brands: Quality, Comfort Suites and Sleep Inn. Each will feature a distinctive new look that will help the brand attract new guests while keeping its loyal customers intact.

For Quality, the re-imaging comes on the heels of the brand’s 60th anniversary and in conjunction with new brand initiatives that include a new prototype Quality Inn & Suites hotel and a new free hot breakfast program, Quality Beginnings, developed in collaboration with Kraft Foods.

The Quality Inn & Suites in Fitchburg, Wisconsin, just south of Madison, is the first of the new prototype to open. Owned by KNK Hatchery Hill Hotel L. L. C. of Cambridge, Wisconsin, the 75-room property is also one of the first Quality properties to introduce the new breakfast.

“We believe there is a real competitive advantage to entering the mid-priced market with a free hot breakfast,” said Pete Jordan, vice president, core brands. “By partnering with Kraft Foods, we can provide our franchisees with a cost-effective, efficient way to serve a hot breakfast that guests will appreciate and value.”

He added, “We’ve found a great deal of interest in our brand from developers, given the steps we’ve taken to reinvigorate its image, enhance the brand concept with a new prototype and attract guests with programs like Quality Beginnings.”

Innovative design and amenity initiatives – a principal foundation block for Building Strong Brands.