Clarion Pointe Hits Milestone With 70th Hotel Opening in Milwaukee as Choice Hotels Expands Midscale Portfolio Across U.S. Tourism Hubs

Published on March 25, 2025

Choice Hotels International, Inc. has reached a major milestone in U.S. hospitality with the grand opening of its 70th Clarion Pointe® property, this time in Milwaukee, Wisconsin—a move signaling continued momentum in one of the most in-demand midscale hotel segments. With 43 more hotels in the pipeline, including expected 2025 launches in key tourist cities like Galveston, Texas and Gettysburg, Pennsylvania, the brand is expanding its footprint across America’s travel-rich destinations.

Clarion Pointe’s Flexible, Low-Cost Model Attracts Hospitality Investors

The Clarion Pointe brand, first launched in 2018 as an affordable-yet-elevated offshoot of Choice’s long-established Clarion brand, is designed for modern travelers seeking sleek stays with smart design, practical comforts, and easy access to attractions. With a low-barrier, high-return conversion model, Clarion Pointe continues to attract hotel owners eager to tap into America’s booming domestic tourism market.

Cathy Hartman, Vice President of Brand Strategy at Choice Hotels, emphasized:
“Clarion Pointe’s growth shows that today’s travelers want elevated essentials at affordable prices—while owners want a proven brand with broad appeal and low conversion costs. This brand delivers both.”

Milwaukee Joins a Growing List of U.S. Tourist Cities With Clarion Pointe Hotels

The opening of Clarion Pointe Milwaukee is part of a larger nationwide expansion strategy that positions the brand in high-traffic, tourism-heavy markets. In 2025 alone, Clarion Pointe is expected to open in:

• Galveston, Texas, a major Gulf Coast beach destination
• Gettysburg, Pennsylvania, a historic tourism hub for Civil War heritage travelers
• Rock Hill, South Carolina, a rising Southern hospitality and sports tourism market
• Madison-Huntsville, Alabama, a dynamic region drawing tech, space, and family travelers

Each hotel reflects Clarion Pointe’s refreshed design DNA—contemporary rooms with signature murals, nutrient-forward breakfasts, premium coffee, craft beer and wine marketplaces, and modern fitness centers—targeting travelers seeking comfort with character and convenience.

A Tourism Boost for Secondary Cities and Emerging Travel Hubs

By focusing on secondary cities and emerging travel zones, Clarion Pointe supports tourism diversification—encouraging travelers to explore lesser-known yet richly cultural destinations beyond major metros. This aligns with post-pandemic travel trends that favor road trips, regional getaways, and heritage-driven travel.

As choiceEDGE and choiceADVANTAGE—Choice Hotels’ tech-enabled platforms—simplify inventory and distribution for owners, the brand simultaneously gives tourists broader options through a growing number of centrally located, affordable hotels with recognizable standards and amenities.

Clarion Pointe’s Design-Driven Value Appeals to Modern Travelers

Every Clarion Pointe hotel delivers on what Choice calls “elevated essentials,” blending affordability with the contemporary expectations of today’s travelers. These include:

• Curated, health-conscious breakfast items
• Premium coffee and tea stations
• Free high-speed Wi-Fi
• On-demand TV casting
• Sleek room design with local flair and mural art
• Fitness centers with cardio and strength-training equipment
• Marketplace with small bites, craft beverages, and select wines

Guests can also enroll in the Choice Privileges® Rewards Program, which has over 68 million members, or sign up for the Choice Privileges® Mastercard®, offering up to 40,000 bonus points after qualifying purchases.

This balance of cost-effectiveness and design-forward appeal makes Clarion Pointe ideal for tourists—from solo leisure seekers to family vacationers—who are seeking comfort, convenience, and value in America’s bustling regional hubs.

Choice Hotels Eases Investment with Financing Tools for New Franchisees

To further accelerate growth, Choice Hotels has partnered with Bridge, a digital platform providing affordable financing solutions to both new and existing hotel owners. Combined with Choice’s industry-leading franchise retention rate, this makes Clarion Pointe a compelling option for entrepreneurs eager to enter or expand in the hospitality and tourism industry.

Choice’s investment in midscale growth also reinforces its commitment to accessible tourism infrastructure in U.S. cities. By bringing modern accommodations to locations like Gettysburg, Galveston, and Madison-Huntsville, Clarion Pointe supports regional economic development and expands overnight tourism capacity in high-demand areas.

A Brand Built for Sustainable Growth and Travel Impact

With more than 7,500 hotels in 45 countries, Choice Hotels continues to scale its diverse brand portfolio. The Clarion Pointe concept, as part of Choice’s midscale segment leadership, is on track to shape a new generation of affordable design-forward travel experiences across the United States.

As U.S. domestic travel continues its strong rebound and tourists increasingly seek value-driven lodging near attractions, Clarion Pointe is uniquely positioned to become a preferred stay across America’s most historic, scenic, and culture-rich towns.