Choice Hotels EMEA expands French portfolio through partnership with Zenitude

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Published on 10/04/24 - Updated on 10/04/24

Choice Hotels EMEA expands French portfo

Choice Hotels EMEA is expanding its presence in France through a 20-year strategic agreement with Zenitude.

This partnership will add over 30 properties, totaling more than 4,000 rooms, to Choice Hotels' portfolio in France. These properties, scheduled to be integrated between 2024 and 2025, will be branded under Choice Hotels' consumer brands, including Comfort, Clarion, and Ascend Hotel Collection, with the potential addition of a long-stay brand.

Strategically located in French cities, suburbs, seaside resorts, and near airports and business parks, the new properties offer diverse options for business, leisure, and extended-stay guests. Many of them feature extended-stay facilities such as kitchenettes, laundry facilities, and larger rooms.  Furthermore, the properties will undergo refurbishment and modernization to align with Choice Hotels' design standards and brand identity, while all new properties will participate in Choice Privileges. Additionally, Zenitude will leverage Choice Hotels' Franchisee Success System, including the choiceEDGE reservation platform.

France, being one of the largest hotel franchise markets in Europe, presents an important  opportunity for Choice Hotels' expansion. The addition of these properties strengthens Choice Hotels' position in the mid-market segment and enhances its international footprint.

"Our new collaboration with Zenitude marks an important milestone for our portfolio in the EMEA region and another great step forward in our international expansion strategy. "Over the past thirty years, France has been a key market for Choice Hotels EMEA, so we look forward to continuing to develop our presence in the country over the coming years. We're also delighted to be working closely with the Zenitude team to deliver exceptional value to our guests, ensuring they can find a Choice hotel with the right brand, price and location to suit their needs."- Ricardo Losada Revol, Vice President and General Manager of Choice Hotels' International Division

"For Zenitude, our collaboration with Choice Hotels is very important to enable us to meet the technical, marketing and distribution challenges facing the hotel industry today and in the years to come. "The support of Choice, one of the leaders in the international hotel industry, will enable us to meet these challenges, to respond to the needs of our customers by modernising our hotels in France and to grow in the EMEA region. "Our teams look forward to working together to deliver the best possible guest experience." - Romain Lubrano, CEO of Zenitude

The first properties to open under the Choice Hotels EMEA brands include Clarion Hotel Paris-Roissy Charles de Gaulle, Hôtel la Valadière (Ascend Hotel Collection), and Clarion Aparthotel Toulouse Blagnac Aéroport. These hotels offer a range of amenities, including meeting rooms, wellness areas, restaurants, and convenient access to major transportation hubs.

Both parties are committed to rapidly expanding their partnership and exploring further growth opportunities, including in the extended stay segment.

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