[Tohoku Tour Expansion from Sendai/Koriyama] Renovation of 3 Comfort Hotels, Refreshing Guest Rooms with Traditional Crafts

Choice Hotels Japan Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Takahiko Ito), operator of Comfort Hotel, Comfort Hotel ERA, Comfort Inn, Comfort Suites, and Ascend Hotel Collection(TM), will renovate "Comfort Hotel Sendai East" and "Comfort Hotel Koriyama" on March 31, 2026 (Tuesday), followed by "Comfort Hotel Sendai West" on April 17, 2026 (Friday), with the goal of further enhancing value for guests.

With Golden Week approaching and domestic travel demand expected to rise, this renovation aims to improve room comfort and enhance the functionality and design of the "Comfort Library Cafe"—a free open space for guests to read or work. This initiative seeks to increase the value of these hotels as bases for exploring the Tohoku area.

### Strategic Hubs for Tohoku Travel Sendai and Koriyama are major transportation nodes with excellent access to various parts of Tohoku, offering high convenience as regional tourism hubs.

From Sendai, guests can access scenic spots like Matsushima, one of Japan's three most scenic views with over 260 islands, as well as Mount Zao's Okama crater lake and various hot spring resorts.

Using Koriyama as a base expands travel options to the naturally rich Urabandai area, including the Goshikinuma pond group, which shows different faces each season.

Combining these bases allows for flexible itineraries, such as traveling north-south between Sendai and Koriyama, or visiting multiple areas efficiently within a limited schedule. Especially during Golden Week, when visitors to popular spots increase, there is a high demand for accommodations that offer ease of movement and stay comfort.

### Details of Hotel Renovations

#### Comfort Hotel Sendai East (Renovated March 31, 2026) Inspired by Miyagi Prefecture's traditional craft "Wakayanagi-ji-ori," the space has been reborn to blend regional warmth with modern design. Art panels and accent wallpapers expressing the soft texture and rhythm of woven fabric are used in common areas and guest rooms. The design offers a warm yet simple atmosphere, allowing guests to experience Sendai's charm. The "Comfort Library Cafe" has been refreshed with new bookshelves and box seats, providing more ways to spend time efficiently before or after check-in.

#### Comfort Hotel Koriyama (Renovated March 31, 2026) Reflecting Fukushima's folk toy "Akabeko," the hotel has been renovated with a playful design that feels rooted in local culture. Akabeko-themed designs are integrated into guest room panels and common spaces, creating a friendly and nostalgic atmosphere perfect for photos. The "Comfort Library Cafe" now features box and sofa seats for improved relaxation and functionality, catering to both breaks and desk work. As a southern Tohoku hub, Koriyama offers great access to Aizu, Urabandai, and Goshikinuma, making it a versatile base for regional travel.