Country Comfort refreshes brand, offers free wi-fi, phone calls

SilverNeedle Hospitality is refreshing the Country Comfort brand offering to include free breakfast, wi-fi and local phone calls for all guests as part of a new ‘Fair Value Promise’.

In addition, the brand refresh includes a progressive modernisation, which may find some of the existing Country Comfort properties rebranded if they’re not a perfect fit – and a few new properties taken on board.

Concept image: entrance facade

Concept images show SilverNeedle’s vision for the brand includes the promise of ‘rest today for a more productive tomorrow’, with a focus "on the the upper midscale business traveller" according to the company.

"The new brand promise acknowledges the demands on today’s road warrior, delivering what these busy travellers need most. What they don’t require will be removed so they will avoid incurring unnecessary expenses."

"The goal is to create an environment where the modern business traveller can recharge and refuel for the next leg of their business trip, starting the day with a highly productive mindset."

These changes will see the introduction of 1,200-thread count sheets across the brand, plus the option to upgrade from the standard free 'continental breakfast' to a hot breakfast.

There's also a promise to keep all ‘retail products’ priced 30% above that of local convenience stores, with laundry and dry cleaning at 20% above street pricing.

Concept image: standard queen room

Country Comfort has a presence across Australia and New Zealand, which includes Mildura, Christchurch, Belmont, Adelaide, Bundaberg and Port Macquarie, amongst others.

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Chris C.

Chris is a a former contributor to Executive Traveller.