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"The Comfort brand revealed a new logo to thousands of franchisees at Choice Hotels' annual convention. The unveiling marks an important milestone for the brand which has been experiencing a renaissance since committing to change seven years ago ..." 
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This post relates to a concept known as positioning, which is explained as follows in the study guide, "Positioning involves establishing an image for a specific product or service in relation to competing brands. lt conveys the concept or meaning of the product or service in terms of how it fulfills a consumer need - a particular personality is therefore created for the product or service.
Tourists may also be loyal to certain brands such as Comfort hotels. See section 16.3 for a discussion of customer loyalty.
We do not focus in depth on market segmentation in IOP1502. In the study guide, it is mentioned, "The purpose of this module is to only make you aware of the fact that you will probably be focusing your efforts on a particular service niche or a few market segments in a particular tourism sector. See, for instance, how the post points out that Comfort hotels focus on a particular market segment.
The post also relates to the fact that companies may have to re-invent themselves to remain relevant and they should ensure that they have a clear image in customers'/tourists' minds.