Carlson Rezidor Hotel Group, which rebranded its Country Inns & Suites brand earlier this year to appeal to younger travelers, is offering incentives to prospective franchisors that reduce franchise fees for those investing in properties that have been refurbished with the new modern look.

“In response to the changing demographics of business travelers, we launched the new generation of Country Inns & Suites which includes the brand’s fourth generation hotel prototype and a completely refreshed brand identity to current owners at our annual business conference in March and their response was extremely positive,” said Nancy Johnson, executive vice president, development, Americas, Carlson Rezidor Hotel Group. “We are evolving to a more modern aesthetic. We need to meet the needs and appeal to the tastes of a younger generation and we are excited to offer these incentives as we look to grow the brand.”

Now through the end of the year, Country Inns & Suites is offering reduced royalty, marketing and reservation fees, a total reduction of 5 percent for hotels that have 80 or more rooms, are built or converted to the brands Generation 4 specifications, and open as a Country hotel within two years of signing the license agreement. The reduction in fees will last two years after the hotel’s opening and the license agreement must be signed before December 31.

Carlson said Country Inns & Suites’ growth pace is strong as Carlson Rezidor Hotel Group continues renovations and invests in revenue optimization tools for the brand.

“A growing footprint and market share, coupled with a new hotel design and brand identity that appeals to the millennial business traveler, positions us to make great strides,” said Scott Meyer, senior vice president, midscale brands, Americas, Carlson Rezidor. “A recent study conducted by the Boston Consulting Group said that millennial business travelers are on the cusp of entering their peak spending years and our new generation hotel design will be entering the market just in time.”