CHOICE LAUNCHES CLARION POINTE

The first hotel will open in Florence, Miss. this year

Boutique Design

New midscale select-service brand Clarion Pointe from parent Choice Hotels Intl. will be an extension of the hotelier’s Clarion brand.

The new brand offers what the hotelier calls “focal pointes.” Those include: modern design elements, including signature murals in guestrooms and lobbies that reflect the local community; a curated food and beverage experience; on-demand connectivity; and a fitness space.

“We've leveraged Choice's insights into experiential travel within the midscale segment and developed a brand experience that is ‘on pointe’ with guests’ expectations for amenities and price point,” says Anne Smith, vice president, brand management and design for Choice.

More than 50 Clarion Pointe franchise agreements are already in the pipeline in such locations as Medford, Ore.; Gatlinburg, Tenn.; and Florence, Miss., which will be the first hotel to open this year.

Rendering: Choice Hotels Intl.