Comfort Hotel Prague City East

• Choice Hotels EMEA unveils first property to complete its major brand refresh
• Comfort Hotel Prague City East is the first Comfort Hotel to feature signature Comfort Hub and range of hallmarks that embrace local influence
• All Choice Hotel brands are being refreshed in EMEA with EMEA properties set to transition to new brand identities over the coming years

Choice Hotels EMEA, the 100% franchise focused hotel company, has today unveiled the first property within its portfolio to have undergone a major transformation as part of the group's regional brand refresh.

Situated near Prague's city centre, the refreshed Comfort Hotel Prague City East, which boasts a pop art theme, is aligned with Choice's new Comfort brand experience. It stands out by providing value-driven guests offering friendly, warm and vibrant service alongside all-around efficiency at a price point guests want, in the location they want.

With franchisees having considerable flexibility in their design choices, the newly refreshed Comfort Hotel Prague City East is aligned with the new design philosophy for Comfort which is focused on the energy of colour. Pop-art decoration underlines the overall impression throughout the hotel, which is seen in bedrooms, corridors, and communal spaces, colourfully enhancing its light, bright and airy spaces.

The hotel is also the first in EMEA to showcase the brand's signature Comfort Hub - a new multi-purpose space which is the first area guests experience on arrival. It's where they check in and out and go for anything from a morning coffee to an evening drink, with a quiet space for working to a lounge area for socialising.

Additionally, visitors to Comfort Hotel Prague City East are now warmly welcomed by the hotel's Roaming Comfort Crew dedicated to ensuring a memorable and personalised stay.

Over the coming year, Comfort hotels in EMEA are expected to reveal their new identities, developed with support from Choice Hotels. They are encouraged to showcase and embrace local, cultural influences since local inspiration is part of the Comfort brand identity through the We Love Local! Programme.

As part of the We Love Local! Programme, four bee hives have been installed on the roof terrace of the Comfort Hotel Prague City East resulting in a bountiful harvest of 50 kilograms of honey. The golden nectar harvested graces guests' breakfast tables and also serves as a special token of appreciation for business partners.

Plans to add further bee hives next year support the hotels' contribution to sustainable development and fostering biodiversity which is an integral part of the properties' "We love local" concept.

Easily reachable from Prague's airport, the hotel is well connected to the whole city via tram and metro and with its spacious guest rooms and modern amenities, is the perfect base to explore the region.

The Comfort brand refresh responds to independent consumer research conducted in the UK, France and Germany. The findings revealed Comfort customers seek genuine hospitality and personal service. They seek a hotel with a modern design that provides a warm, vibrant and friendly place to stay with energising casual spaces for socialising, relaxing, sleeping and working. while also embracing and supporting local provenance.

The Choice Hotels EMEA portfolio now encompasses Comfort, Clarion, Quality, Sleep Inn, and the Ascend Hotel Collection - with a diverse portfolio of properties across the UK, Ireland, France, Germany, The Nordics, Austria, Italy, Spain, the Czech Republic, Slovakia, Saudi Arabia and Turkey.

For further information on Choice Hotels, please visit: https://www.choicehotels.com/en-uk.

Hotel website