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Clarion Hotels

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Clarion Hotels
IndustryHospitality
Founded1987[1]
Number of locations
331 (December 31, 2024)[2]
Area served
Worldwide[2]
OwnerChoice Hotels
Websitehttps://www.choicehotels.com/clarion

Clarion is an international hotel brand founded in 1987 by Quality Inns International (now Choice Hotels),[1] with a primary presence in the United States and Europe and additional locations in Asia-Pacific and Latin America. [2] Competitor brands include IHG's Holiday Inn and Wyndham Hotels's Ramada.[2]

History

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Clarion Hotels and Resorts was launched in 1987 as a joint venture between Quality Inns International and the Associated Inns and Restaurants Company of America (AIRCOA).[1][3][4] Properties rebranded as Clarion included AIRCOA locations and those from Quality’s Royale Inns brand.[1] Originally positioned as an upscale brand, Clarion Hotels focused on attracting business travelers.[3][5]

By 1993, there were 52 Clarion Inns in the U.S.[1] The brand’s first New England location was the full-service Clarion Somerset in Nashua, New Hampshire.[6] Clarion’s introduction to the Asia-Pacific region was in New Zealand, when in late 2003 Choice Hotels announced its plans to convert Flag Hotels properties to Clarion Hotels, Comfort Inns, and Quality Inns.[7] In 2005, the Clarion Hotel Stockholm opened, designed by Swedish architect Gert Wingårdh.[8][9]

In 2014, Choice Hotels launched the first Clarion locations in China, in partnership with the Boli Hotel Management Company.[10] In 2016, Choice Hotels opened three Clarion Hotels in Turkey: Golden Horn, Istanbul Mahmutbey, and Kahramanmaraş.[11] 2019 saw Clarion Hotel The Hub debut in Oslo, Norway.[12]

In 2024, Choice Hotels signed a deal with Zenitude Hôtel Résidences, a French hotel operator, to convert 33 Zenitude hotels to Choice brands. Locations converted to the Clarion brand included a 460-room hotel near Charles de Gaulle Airport, and a 110-room hotel in Toulouse.[13]

Corporate Affairs

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As a franchise operation, Clarion is targeted at owners of existing hotels looking to simplify operations while continuing to offer core amenities like restaurants, meeting rooms, and fitness facilities.[2] In Europe and Asia-Pacific, some locations are managed as full‑service hotels with on‑site restaurants, conference facilities, fitness centers, and in some cases, saunas and rooftop pools.[14] Sub‑brands include Clarion Hotels, Clarion Resorts, Clarion Suites, and the select‑service Clarion Pointe.[15]

Clarion Pointe was launched in 2018 as a brand extension aimed at the midscale select-service segment, competing against the likes of Best Western and Wyndham Hotel's Wingate.[2][16] The first Clarion Pointe hotel was a 72-room hotel in Sulphur Springs, Texas.[17] In 2019, Choice Hotels introduced a new Clarion logo as part of a wider refresh of the organization's midscale brands.[18]

See also

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References

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  1. ^ a b c d e Jakle, John A.; Sculle, Keith A.; Rogers, Jefferson S. (1996). The Motel In America. Baltimore, Maryland: Johns Hopkins University Press. p. 167. ISBN 0-8018-5383-4.
  2. ^ a b c d e f "10-k for 2024". www.sec.gov. Retrieved June 30, 2025.
  3. ^ a b Covell, Jeffrey L. (2007). Pederson, Jay P. (ed.). International Directory of Company Histories. Vol. 83. Farmington Hills, Michigan: St. James Press (Gale, Cengage Learning group). pp. 80–83. ISBN 978-1-55862-587-7.
  4. ^ "Article clipped from The Tennessean". The Tennessean. 1987-02-20. p. 15. Retrieved 2025-07-06.
  5. ^ Janjigian, Robert (1993). "Hotel Company of the Year". Hospitality Design. Vol. 15, no. 10. pp. 63–4. Retrieved July 29, 2025.
  6. ^ Pierett, Nancy (February 14, 1988). "Growth Brings a New Hotel". The New York Times. p. 338. Retrieved July 17, 2025.
  7. ^ Choice Hotels (September 11, 2003). "Choice Hotels International Launches Comfort Inn, Quality and Clarion Brands in New Zealand". hotelnewsresource.com. Retrieved April 11, 2025.
  8. ^ "Choice Hotels Scandinavia Is Expanding: Stockholm's Largest High Profile Hotel Emerges". Hospitality Net. Retrieved 2025-07-06.
  9. ^ "Choice Hotels expanderar i Stockholm: Öppnar Stockholms största hotell vid Norra Bantorget". news.cision.com. December 1, 2005. Retrieved August 11, 2025.
  10. ^ Staff, LODGING (2014-04-22). "Choice to Introduce Clarion and Quality Brands in China — LODGING". LODGING Magazine. Retrieved 2025-07-07.
  11. ^ McCracken, Sean (July 20, 2016). "Global Hotel Pulse: Middle East/Africa News". CoStar. Retrieved 2025-07-06.
  12. ^ Lussiana, Mary (April 27, 2019). "Oslo, the new capital of cool". The Times. Retrieved August 11, 2025.
  13. ^ Baker, Terence (April 11, 2024). "Choice EMEA Completes 33-Hotel Franchise Deal With Zenitude". CoStar. Retrieved 2025-07-06.
  14. ^ "U.S. Hotel Appraisals | Market and Brand Insights | Clarion Inn". www.ushotelappraisals.com. Archived from the original on December 6, 2023. Retrieved July 5, 2025.
  15. ^ "Choice Hotels' Clarion Pointe Brand Opens 70th Property". LODGING Magazine. 2025-03-26. Retrieved 2025-07-05.
  16. ^ Ting, Deanna (2018-09-20). "Choice Hotels Debuts New Midscale Brand Clarion Pointe". Skift. Retrieved 2025-07-08.
  17. ^ Lodging Staff (May 1, 2019). "First Clarion Pointe Opens Eight Months After Brand Launch". Lodging. Retrieved August 10, 2025.
  18. ^ Fox, Jena Tesse (2019-05-02). "HM on location: Why new logos bring Choice brands into the future | Hotel Management". www.hotelmanagement.net. Retrieved 2025-07-08.