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).