Choice Hotels EMEA and Sercotel form strategic distribution partnership

2 min reading time

Published on 27 November 2023

With the aim of strengthening their international presence, Choice Hotels EMEA and Sercotel have entered into a new distribution agreement targeting key markets for outbound travel to Spain. The collaboration, which builds on their successful partnership since 2018, aims to boost revenue through joint sales and marketing activities.

The signing of this distribution agreement marks an important step in aligning the distribution channels of Choice Hotels EMEA and Sercotel. Over the coming months, the two companies will embark on a European roadshow, presenting their combined portfolio to customers in the UK, France, Germany and the Netherlands.

The joint efforts of Choice Hotels EMEA and Sercotel will be particularly focused on the meetings, incentives, conferences and exhibitions (MICE) sector. This will include a joint stand and customer event at IBTM World 2023 in Barcelona.

Sercotel is a leading hotel chain in Spain, specialising in 3 and 4 star hotels and flats in Spain and Andorra.

Choice Hotels EMEA, represented by brands such as Ascend Hotel Collection, Clarion, Quality and Comfort across several European countries, is part of Choice Hotels International, Inc. The group has more than 7,000 hotels in 35 countries and territories, offering nearly 600,000 rooms.

"Our five-year collaboration with Sercotel Hotels is testament to our shared vision of building a mutually beneficial relationship and leveraging the synergies between our two companies. It has been a fruitful collaboration to date and this new distribution agreement supports our growth strategy in a number of key EMEA markets. We look forward to continuing to develop our joint presence in the region over the coming years". - Raul Ramirez Sanchez, Chief Segment & International Operations Officer Choice Hotels EMEA

"The continuation of our alliance with Choice Hotels EMEA is excellent news. Thanks to this distribution agreement, we are taking an important step in our international growth, allowing us to develop our activities in the main European markets, in the United States and in other global markets where Choice is present." - José Rodríguez, CEO of Sercotel



Hotel chain

  • Sercotel Spain
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