The group has announced a strategic agreement with the franchisor-operator Sercotel Hotels.
In order to strengthen its international development, the American Choice Hotels group has joined forces with Sercotel Hotels, the Spanish hotel operator and franchisor.
The alliance sets the framework for Choice Hotels' entry into Spain as well as new hotel opportunities in Europe and Latin America.
Selected Sercotel properties will be integrated into the Choice Hotels distribution platform and customers choosing them will be able to book on the Choice Hotels website and mobile application as well as take advantage of Choice's loyalty programme.
"This relationship has the potential to create a unique and attractive offering for our worldwide guests and hotel owners seeking to improve their return on investment," said Patrick Pacious, president and CEO of Choice Hotels. "Sercotel is one of Spain's premier management companies and complements Choice's global leadership in hotel and technology innovation. We believe that this alliance provides us a competitive edge in international markets, and in turn, enables us to enter new markets."
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