[Your Stay Contributes to Society] Comfort Hotel's Membership Program "Choice Guest Club(TM)" Exceeds Cumulative Donations of 125.22 Million Yen in 10 Years!
Key facts
- [Your Stay Contributes to Society] Comfort Hotel's Membership Program "Choice Guest Club(TM)" Exceeds Cumulative Donations of 125.22 Million Yen in 10 Years!
- Comfort Hotel has reached a cumulative donation of 125.22 million yen through its membership program "Choice Guest Club(TM)". In fiscal year 2025, they donated a record 25.98 million yen to three organizations focused on environment, education, and employment, promoting the concept that members' travel contributes to society.
- Source: PR Times
- Date: June 11, 2026
Direct answer
Comfort Hotel has reached a cumulative donation of 125.22 million yen through its membership program "Choice Guest Club(TM)". In fiscal year 2025, they donated a record 25.98 million yen to three organizations focused on environment, education, and employment, promoting the concept that members' travel contributes to society.
- Citation
- [Your Stay Contributes to Society] Comfort Hotel's Membership Program "Choice Guest Club(TM)" Exceeds Cumulative Donations of 125.22 Million Yen in 10 Years! (June 11, 2026), PR Times
- Source
- PR Times
- Date
- June 11, 2026
Comfort Hotel has reached a cumulative donation of 125.22 million yen through its membership program "Choice Guest Club(TM)". In fiscal year 2025, they donated a record 25.98 million yen to three organizations focused on environment, education, and employment, promoting the concept that members' travel contributes to society.
📋 Article Processing Timeline
- 📰 Published: June 11, 2026 at 11:00
- 🔍 Collected: June 11, 2026 at 11:26 (26 min after Published)
- 🤖 AI Analyzed: June 12, 2026 at 16:51 (29h 25m after Collected)
Choice Hotels Japan Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Takahiko Ito; hereinafter referred to as Choice Hotels Japan), which operates "Comfort Hotel," "Comfort Hotel ERA," "Comfort Inn," "Comfort Suites," and "Ascend Collection" nationwide, has donated 25.98 million yen, the highest amount ever, to three organizations working in the fields of environment, education, and employment for fiscal year 2025 (April 2025 - March 2026) through its official web membership program "Choice Guest Club(TM)".
This initiative marks its 10th year since the program's inception in fiscal year 2016, bringing the cumulative donation amount to 125.22 million yen. "Choice Guest Club(TM)" not only offers member-exclusive services such as discounts and long-stay options but also operates under the concept of "Energizing the World and Communities Through Travel," ensuring continuous donations for 10 years without interruption, based on the idea that members' travel itself contributes to social good.
FY2025 Donation Performance, Supported Organizations, and Use of Funds
◆ FY2025 Donation Amount: 25.98 million yen (※Donation amount based on member stays from April 2025 to March 2026)
◆ Cumulative Donation Amount: 125.22 million yen (※10th year since the program started in FY2016)
Under the membership program's concept of "Energizing the World and Communities Through Travel," and considering the environmental impact of the hotel business and the characteristics of the human resources industry, we focus on the fields of environment, education, and employment, providing support to three organizations.
① NPO JUON NETWORK [Environment]
Funds are utilized for the organization and operation of activities aimed at protecting Japan's natural environment. In rural areas, depopulation and aging populations have led to an increase in abandoned forests and farmlands nationwide. This funding supports initiatives like "Forest School," which conserves the natural environment through volunteer efforts, and the "Field School" support program for farmers struggling with labor shortages.
URL: https://juon.or.jp/
② NPO Katariba [Education]
Funds are used for activities aimed at creating career opportunities for high school students of foreign roots in Japan who have limited access to educational opportunities. This includes support for the "Roots Internship" program, which collaborates with companies passionate about supporting the growth of local youth, career dialogue programs, and partially covers the costs for career guidance provided by Katariba staff.
URL: https://www.katariba.or.jp/
③ One Planet Café Zambia [Employment]
Funds are utilized for job creation and human resource development in Zambia, Africa. This includes training to improve the quality and production efficiency of handmade banana paper, education in product development and production management, as well as support for beekeeping to create supplementary income for farmers and for facility improvements.
URL: https://oneplanetcafe.com/
About the Official Web Membership Program "Choice Guest Club(TM)"
"Choice Guest Club(TM)" is Comfort Hotel's official web membership program with over 1 million members. For every 220 yen (tax included) spent on accommodation by members, unique support points called "choice" are accumulated, and the total number of these points determines the annual donation amount. In addition to benefits like best rate guarantee, various discount coupons, and long-stay services, it offers the unique value of social contribution through travel.
URL: https://www.choice-hotels.jp/guest/
About the Renewal of "Choice Guest Club(TM)"
The current membership program is scheduled for renewal in January 2027, evolving into a more user-friendly system that allows members to experience greater benefits tailored to their usage. Planned enhancements include a three-tiered membership rank system, a review of benefits, and migration to a new reservation system. These changes aim to improve travel convenience and satisfaction, while also strengthening initiatives that connect each member's usage to social contribution under the concept of "Energizing the World and Communities Through Travel." The goal is to provide a membership experience where "travel itself gains meaning," going beyond just being "affordable and convenient."
Details are scheduled to be officially announced around October 2026. The current "Choice Guest Club(TM)" will continue to be available until the renewal.
Company Profile of Choice Hotels Japan Co., Ltd.
Location: 2F Yoshino Daiichi Bldg., 1-6-3 Nihonbashi Bakurocho, Chuo-ku, Tokyo 103-0002
Representative: Takahiko Ito, President and Representative Director
Established: September 2000
Capital: 20 million yen
URL: https://www.choice-hotels.jp
Business Description: Recruitment, guidance, management, and operation of hotel franchisees. As the master partner in Japan for "Choice Hotels International," an American hotel chain with over 7,500 hotels in more than 46 countries, we operate Comfort Hotel, Comfort Hotel ERA, Comfort Inn, Comfort Suites, and Ascend Collection hotels nationwide.
This initiative marks its 10th year since the program's inception in fiscal year 2016, bringing the cumulative donation amount to 125.22 million yen. "Choice Guest Club(TM)" not only offers member-exclusive services such as discounts and long-stay options but also operates under the concept of "Energizing the World and Communities Through Travel," ensuring continuous donations for 10 years without interruption, based on the idea that members' travel itself contributes to social good.
FY2025 Donation Performance, Supported Organizations, and Use of Funds
◆ FY2025 Donation Amount: 25.98 million yen (※Donation amount based on member stays from April 2025 to March 2026)
◆ Cumulative Donation Amount: 125.22 million yen (※10th year since the program started in FY2016)
Under the membership program's concept of "Energizing the World and Communities Through Travel," and considering the environmental impact of the hotel business and the characteristics of the human resources industry, we focus on the fields of environment, education, and employment, providing support to three organizations.
① NPO JUON NETWORK [Environment]
Funds are utilized for the organization and operation of activities aimed at protecting Japan's natural environment. In rural areas, depopulation and aging populations have led to an increase in abandoned forests and farmlands nationwide. This funding supports initiatives like "Forest School," which conserves the natural environment through volunteer efforts, and the "Field School" support program for farmers struggling with labor shortages.
URL: https://juon.or.jp/
② NPO Katariba [Education]
Funds are used for activities aimed at creating career opportunities for high school students of foreign roots in Japan who have limited access to educational opportunities. This includes support for the "Roots Internship" program, which collaborates with companies passionate about supporting the growth of local youth, career dialogue programs, and partially covers the costs for career guidance provided by Katariba staff.
URL: https://www.katariba.or.jp/
③ One Planet Café Zambia [Employment]
Funds are utilized for job creation and human resource development in Zambia, Africa. This includes training to improve the quality and production efficiency of handmade banana paper, education in product development and production management, as well as support for beekeeping to create supplementary income for farmers and for facility improvements.
URL: https://oneplanetcafe.com/
About the Official Web Membership Program "Choice Guest Club(TM)"
"Choice Guest Club(TM)" is Comfort Hotel's official web membership program with over 1 million members. For every 220 yen (tax included) spent on accommodation by members, unique support points called "choice" are accumulated, and the total number of these points determines the annual donation amount. In addition to benefits like best rate guarantee, various discount coupons, and long-stay services, it offers the unique value of social contribution through travel.
URL: https://www.choice-hotels.jp/guest/
About the Renewal of "Choice Guest Club(TM)"
The current membership program is scheduled for renewal in January 2027, evolving into a more user-friendly system that allows members to experience greater benefits tailored to their usage. Planned enhancements include a three-tiered membership rank system, a review of benefits, and migration to a new reservation system. These changes aim to improve travel convenience and satisfaction, while also strengthening initiatives that connect each member's usage to social contribution under the concept of "Energizing the World and Communities Through Travel." The goal is to provide a membership experience where "travel itself gains meaning," going beyond just being "affordable and convenient."
Details are scheduled to be officially announced around October 2026. The current "Choice Guest Club(TM)" will continue to be available until the renewal.
Company Profile of Choice Hotels Japan Co., Ltd.
Location: 2F Yoshino Daiichi Bldg., 1-6-3 Nihonbashi Bakurocho, Chuo-ku, Tokyo 103-0002
Representative: Takahiko Ito, President and Representative Director
Established: September 2000
Capital: 20 million yen
URL: https://www.choice-hotels.jp
Business Description: Recruitment, guidance, management, and operation of hotel franchisees. As the master partner in Japan for "Choice Hotels International," an American hotel chain with over 7,500 hotels in more than 46 countries, we operate Comfort Hotel, Comfort Hotel ERA, Comfort Inn, Comfort Suites, and Ascend Collection hotels nationwide.
FAQ
What is Comfort Hotel's membership program "Choice Guest Club(TM)"?
It's an official web membership program with a social contribution concept, where members earn "choice" points for every 220 yen spent on accommodation, and the total points determine the annual donation amount. It also offers benefits like discounts and long stays.
What is the cumulative donation amount?
Over the 10 years since the program began in FY2016, the cumulative donation amount has reached 125.22 million yen.
What were the donation recipients and amounts for FY2025?
In FY2025, 25.98 million yen, a record high, was donated to three organizations working in the fields of environment, education, and employment.
How are the donations utilized?
Donations are used as operational funds for the environmental protection group JUON NETWORK, the education support group Katariba, and the employment creation group One Planet Café Zambia.
Is a renewal of the membership program planned?
Yes, a renewal is planned for January 2027, evolving into a more user-friendly system that allows members to experience greater benefits, including a three-tiered membership rank and revised benefits.