Choice Hotels International Expands Its Portfolio with 50 New Hotels in France

Choice Hotels International Expands Its Portfolio in France

Choice Hotels International, a leading hotel franchisor, is set to make significant strides in its international growth strategy by introducing 50 new Quality Suites hotels across France. This remarkable development will nearly double the company's footprint in the country, bringing the total number of franchised hotels from 57 to an impressive 107.

Expansion Overview

This ambitious expansion adds over 4,800 new rooms to Choice Hotels’ portfolio, reinforcing its commitment to enhancing guest and franchisee experiences in France. Recognized as Europe’s largest hotel franchise market, France serves as a key area for Choice Hotels as it aims to extend its reach across various international domains. The new properties will complement existing brands, including Clarion, Quality, Comfort, and Ascend Hotel Collection, further diversifying the range of options available to travelers.

The President and CEO of Choice Hotels, Pat Pacious, highlighted that this expansion aligns with the broader strategy of bolstering the company’s direct franchise business and is a testament to its growth trajectory, particularly in international markets. With an unwavering commitment to hospitality, this move is expected to provide travelers greater convenience and choice, enhancing their journey experiences.

Strategic Location

The new Quality Suites hotels will be strategically located throughout France, ensuring a balance of midscale and upscale accommodations for business, leisure, and extended stay guests. The distribution of these hotels across more than 30 cities brings a significant advantage, particularly with 26% positioned in major urban centers such as Marseille, Toulouse, and Bordeaux.

Moreover, 52% will cater to mid-sized suburban areas like Rennes, Chambery, and Colmar, while the remaining 22% will focus on smaller, tourist-heavy towns including Quiberon, Dinan, and Mèze. This strategic mix not only guarantees consistent year-round demand but also appeals strongly to seasonal travelers, positioning many hotels near airports and city centers.

Rewarding Experience for Guests

All new properties will be a part of the renowned Choice Privileges loyalty program, providing members opportunities to earn and redeem points across a network of over 7,100 hotels globally. This program is designed to reward guests, enhancing their overall stay while promoting brand loyalty.

Aiming for High Growth

As Choice Hotels continues to expand its international presence, it anticipates achieving high single-digit growth in the number of rooms available in foreign markets this year, a testament to the company’s confidence and strategic planning. Following substantial growth, the company’s international portfolio now boasts over 150,000 rooms outside of the United States.

Earlier this year, Choice Hotels celebrated several successful milestones in international expansion, including partnerships with Atlántica Hospitality International in Brazil, which comprises 70 hotels and over 10,000 rooms, and the opening of the Radisson Blu Bariloche in Argentina. The latter represents a notable addition to its upscale offerings in South America, showcasing a commitment to diversify and expand its global footprint.

Future Prospects

In addition to recent developments in Latin America, Choice Hotels has successfully transitioned to a direct franchising model in Canada, with a portfolio of 350 hotels and plans for further growth. A master franchise agreement with SSAW Hotels in China is also in place, ensuring an increase of over 9,500 rooms in the Ascend Collection, with future commitments to grow both the Comfort and Quality brands in the region.

This extensive strategy reflects Choice Hotels' proactive approach to positioning itself within the competitive landscape of the hospitality sector. With its growing number of properties, the company urges travelers worldwide to discover the luxury, comfort, and varied accommodations offered by its prestigious range of brands, continuing to embrace the diverse needs of today’s traveler.