A New Choice Hotel Brand, Clarion Pointe, Is Coming Later This Year

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Whether you travel frequently or just a few times per year, you likely have hotel brands and groups that you know and trust. I I find a lot of value in Choice, Wyndham and IHG. So, when IHG added its Avid brand, I was there shortly after it opened to review the hotel. Now, Choice is adding a new brand to its family that seems pretty exciting: Clarion Pointe.

So, what can you expect from Clarion Pointe? According to a press release from Choice, Clarion Pointe is a "midscale select-service brand extension of Clarion" that will leverage the Clarion brand's focus on "creating environments for people to connect and socialize" while also providing:

• Contemporary design touches, including signature murals in guest rooms and the lobby that reflect local points of interest.
• Curated food and beverage, like free premium coffee and tea from The Coffee Bean & Tea Leaf, as well as free breakfast with fresh and nutritious items. The lobby marketplace will also include craft beer, select wines, juices, smoothies and small bites for purchase.
• On-demand connectivity that lets guests stream content from their mobile devices onto 49-inch TVs with casting capabilities and free streaming-strength Wi-Fi.
• Modern fitness space featuring cardio equipment, a strength-training station, plus casting-capable TVs that enable guests to stream workouts on demand.

The first three Clarion Pointe locations will be in Medford, OR, Gatlinburg, TN, and Florence, MS. The Florence location will "be the first hotel to open later this year," but exact opening dates haven't been announced and none of the locations are bookable through Choice's website yet. In total, there are currently more than 50 Clarion Pointe franchise agreements in the development pipeline.

From the press release, the Clarion Pointe brand seems like it will be a slightly more premium version of IHG's new Avid brand that's perhaps more comparable to a newer Aloft property. Between high-speed Wi-Fi that can support streaming, healthy food options and well-stocked gyms, I'm looking forward to trying out Clarion Pointe once the first property opens later this year.