Choice Hotels Europe announces third Comfort hotel in London's Belgravia

Choice Hotels Europe, the company behind the Comfort, Quality and Clarion brands, has added the previously independently run Central House hotel to its portfolio.

The newly named 54-bedroom Comfort Inn Westminster, which will operate under a franchise agreement, will become Choice Hotels 19th hotel in London and will operate under the two-to-three-star Comfort brand.

Located on Belgrave Road, it will join sister properties, Comfort Inn Victoria and Comfort Inn Buckingham Palace Road.

Duncan Berry, UK chief executive, Choice Hotels Europe said: "We are delighted to now offer a third property in the SW1 London postcode, which will serve both leisure and business travellers looking for a value-added competitively priced hotel."

Al-karim Nathoo, managing director, 4C Hotels, the operating company of Comfort Inn Westminster, added: "We already operate three of our hotels under franchise agreement with Choice Hotels Europe and wanted to extend our successful relationship by re-branding this property to Comfort Inn."

Choice Hotels Europe franchises nearly 500 hotels across Europe alone under three brands: the four-to-five star Clarion, Quality (three-star) and Comfort (two-to-three star).