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Choice Hotels began a transformation of its Comfort properties in 2012, [43] with the company removing its franchising from 600 properties that did not meet Choice Hotels’ new standards. [44] Choice Hotels rebranded Comfort in 2018, which brought its Comfort Inn, Comfort Inn & Suites, and Comfort Suites brands under one umbrella. [44]
The Embassy Suites hotel chain was founded in 1983 by Hervey Feldman and Mike Rose, Holiday Inn Corporation's CEO. [3] Feldman was the president and CEO of Embassy Suites until 1990, after which he served as executive chairman until 1992. [4] The first Embassy Suites hotel opened in 1984 in Overland Park, Kansas.
Choice Hotels created Comfort Inn as an economy limited service brand in 1982. New limited-service brands from existing franchisors provided market segmentation ; by using a different trademark and branding , major hotel chains could build new limited-service properties near airports and freeways without undermining their existing mid-price brands.
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