Dive Brief:
- Choice Hotels International’s Sleep Inn will roll out a new hotel prototype by the end of 2023, giving the brand, known for its cost-effective operating model, a new look, the hotel announced at its recent 67th Annual Convention.
- The prototype features modernized guest rooms, open lobbies and expanded wellness offerings, in addition to Sleep Inn’s signature exterior purple tower and nature-inspired design.
- According to Choice Hotels, the new hotel option increased guests' likeliness to stay with the brand by an average of 25% in early testing and builds on Sleep Inn’s recent efforts to cater toward wellness-focused travelers.
Dive Insight:
With physical wellness and accessibility to fitness amenities top of mind for about one in four travelers in 2023, according to Hilton’s 2023 emerging travel trends report, Sleep Inn has debuted a new hotel prototype with enhanced wellness-focused offerings.
The hotel option, intended to be cost-neutral for prospective developers, includes guest rooms with light dimming and smart thermostat features designed to appeal to “all five senses,” as well as water refill stations, a multipurpose breakfast area and fitness centers equipped with kettlebells, exercise bands and yoga mats. At select locations, the brand is also piloting a free NightFood Cookie, made with protein, fiber and less sugar, that “won't keep travelers up at night.”
“The new look builds on the strong value proposition developers expect from Sleep Inn to maintain the segment's lowest build and operating costs, while honing in on the brand's inviting, wellness-focused elements that help modern travelers get a great night's rest,” David Pepper, chief development officer at Choice Hotels, said in the company announcement.
“It's the perfect fit for growth-minded owners looking to seize opportunities in the popular midscale segment with a product proven to appeal to guests' needs and senses.”
Sleep Inn’s new prototype, expected to be completed and rolled out by year-end, also will include designated outdoor space aimed at connecting guests with nature. That same idea powered the brand’s recent partnership with hiking app AllTrails, which offers guests at participating locations access to a list of nearby hiking, biking and running trails.
