Choice Hotels EMEA and Faranda Hotels & Resorts have signed an agreement to integrate eight new properties in Spain under the upscale Ascend Hotel Collection brand. This partnership will allow Choice Hotels to add over 700 rooms to its Spanish portfolio in key cities across northern Spain, with phased openings scheduled between 2024 and 2025.
Among the first properties to join this collection is the recently renovated Faranda Hotel Rias Altas in La Coruña, a seaside hotel offering updated amenities such as a pizzeria and a water sports club. Other hotels will be located in popular destinations like Santiago de Compostela, Gijon, and Santander. Two of these properties are currently undergoing transformation and are expected to open by the summer of 2025.
Enhanced Operational Support for Faranda Hotels & Resorts
The integration of these new hotels is accompanied by management and reservation solutions provided by Choice Hotels, including the choiceEDGE cloud platform, which optimizes room rate management, distribution channels, and inventory. Faranda's teams will also gain access to Choice University, Choice Hotels’ training program that provides resources and tools for skill development.
Loyalty Program and Continued Partnership Between Choice Hotels and Faranda Hotels
The new hotels will participate in the Choice Privileges loyalty program, enabling members to earn and redeem points across a global network of properties. This collaboration in Spain builds upon an already established partnership between Choice Hotels and Faranda in Latin America, where the alliance encompasses 22 hotels with nearly 2,400 rooms.
This project is part of Choice Hotels EMEA's growth strategy, which aims to expand its network in a region where the company currently manages close to 400 hotels across 17 countries, supported by brands such as Ascend Hotel Collection, Clarion, Comfort, and Quality.
”Extending our existing collaboration with Faranda Hotels is another great step in line with our international expansion strategy. Spain is a key market for Choice Hotels EMEA and through this agreement, we will see the Ascend Hotel Collection expand significantly across Spain in the coming months. We look forward to continuing to expand our presence in the country over the coming years and are equally excited to work closely with Faranda Hotels to consider other opportunities that align with our joint growth strategies.” - David Beers, CEO of Choice Hotels EMEA
"After the efficient results achieved alongside Choice Hotels in Latin America, we firmly believe that this new phase of collaboration in Spain is a natural step to strengthen our alliance. Our 40-plus-year history in hospitality in Spain perfectly complements Choice's vision, and together, we look forward to growing further and offering memorable experiences at each of our hotels." - Carlos Fernández, Chief Commercial Officer, Faranda Hotels & Resorts
Founded by the Fernández family in the 1970s, Faranda Hotels & Resorts has establishments in the north of Spain and in several Latin American countries.