Choice Hotels EMEA and Borealis Hotel Group join forces

2 min reading time

Published on 16 May 2023

Choice EMEA & Borealis

Choice Hotels EMEA and Borealis Hotel Group have signed a strategic partnership agreement to expand their mid-market and upscale hotel portfolios across Europe.

Through this agreement, Borealis will have the opportunity to franchise hotels from the Choice Hotels EMEA brand portfolio in their current destinations of The Netherlands, Belgium, France, Germany, Austria, Spain and Denmark, as well as pursue new opportunities in other European countries.

The agreement allows both hotel groups to expand their presence throughout Europe and offer even more options to travelers looking for upscale and midscale hotels. In addition, Choice Hotels EMEA is actively seeking new properties in both lines to add to its growing portfolio.

We have an ambitious growth strategy in the EMEA region, and this new strategic partnership agreement with Borealis Hotel Group provides us with an exciting opportunity to expand and achieve our mission of building a scalable network of high-quality hotels across Europe. Building on Choice Hotels' 80-year global heritage, the agreement will also allow Borealis to benefit from our commitment to improving performance exclusively for franchisees.

Jonathan Mills, Chief Executive Officer of Choice Hotels EMEA

    Our strategy is to accelerate our growth as a European hotel company, building on strong relationships and partnerships with international hotel brands and other partners. We are therefore very pleased to have been able to add another international hotel brand to our group of partners as a franchisor, with its own recently refreshed concept. Choice Hotels EMEA is in the process of repositioning its Comfort™, Quality™, Clarion™ and Ascend Hotel Collection™ brands, and recently introduced its Sleep Inn™ brand - already well established in other markets - to the EMEA region. Together with our passionate team, we look forward to being part of this repositioning process.

Bart Van de Kamp, Managing Director of Borealis Hotel Group

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