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Choice Hotels: renewing brand identity and visibility across Europe
| Project | Rebranding and signage optimalisation for Comfort Hotels in Europe | |
| Scope | 200+ locations | |
| Challenge | Adapting American brand guidelines to European standards and ensuring an efficient, scalable rollout |
Choice Hotels Europe™ is part of Choice Hotels International, Inc ™, one of the world’s largest hotel franchise providers. With over 7,000 hotels in 40+ countries, accomodating more than 590,000 rooms, Choice Hotels recognises the importance of a strong, consistent brand presence. To achieve this, they partnered with RGN to rebrand Comfort Hotels, a Choice Hotels sub-brand. Our mission? To create a unified and impactful signage and wayfinding system, both internally and externally.
The need for a visual upgrade
In 2019, Choice Hotels decided it was time for a visual refresh of Comfort Hotels. A new brand identity, corporate design, and signage guidelines were developed in the United States. However, while branding principles are universal, cultural and technical differences impact signage and wayfinding in Europe. RGN was tasked with translating these US-based guidelines into European standards, sizes, and materials, while also improving hotel visibility and overall brand perception.
A local approach with international impact
To ensure seamless implementation, RGN conducted technical site surveys across 200+ locations in Europe. Using the collected data and site imagery, we created tailored design proposals for each hotel, giving franchisers a clear visualisation fo their updated branding.
To accomodate budget considerations, franchisees were given two options:
- Proposal A – The essential brand elements required for compliance
- Proposal B – An enhanced package featuring additional elements for maximum brand impact
This flexible approach allowed hotels to choose the solution that best aligned with their financial and visual priorities.
From concept to execution
Once franchisees made their final selections, we managed the entire implementation proces, including:
- Permit applications across multiple European countries.
- Production and logistics, tailored to specific locations
- Meticulous planning and installation coordination to ensure timely execution
Key challenges
- Brand consistency – adapting US brand guidelines to create signage solutions that fit both the global brand image and European market regulations.
- Quality enhancement – reducing inconsistencies between different branded elements.
- Franchisee engagement – encouraging investment in the new brand identity while promoting additional enhancements for an improved guest experience.
- Efficient rollout – maintaining a high-paced execution to achieve economies of scale in signage production.
Our added value
- Stronger brand visibility and a higher-quality look and feel
- Local execution with international oversight, supported by our Local Heroes network.
- CO2 footprint reduction through optimised logistics and localised execution.
- End-to-end project management, from site surveys to permit approvals and installation.
- Future-proof branding – the rebranding process also provided insights into further improvements needed to position Comfort Hotels among top-tier competitors.
The result: a consistent brand identity with local strength
The collaboration with Choice Hotels was a success, highly valued by all stakeholders. The centralised project management from the Netherlands, combined with RGN’s network of installation partners across Europe—our Local Heroes—was particularly appreciated. The outcome? A cohesive, high-impact brand identity across all Comfort Hotels in Europe—great for sustainability, great for the hotels, and great for the Choice Hotels brand experience.
A successful rebranding requires expert guidance. Whatever the reason behind your brand refresh, RGN is here to strengthen, revitalise, and flawlessly implement your brand identity. Want to learn more? Get in touch with us today.
Or call us now at +31 88 987 99 00
