Accustomed to being among the Top 10 of the world's largest groups, Choice Hotels International has based its brand development strategy on franchising.
Over the last 25 years Hospitality ON has borne witness to the evolution of hotel groups. In celebration of this quarter century, we offer a look at their history through the data we have collected.
Founded in 1939, the history of one of the hotel industry's giants debuted in Florida with seven motels. Nearly 80 years later (January 1, 2018), the groupe's supply made a giant leap to reach 6,627 properties for close to 680,000 rooms. Symbol of a certain strength and stability, Choice Hotels International ranked among the Top 10 biggest hotel groups since the creation of Hospitality ON (25 years ago). What has it done to hold its position? A look a 4 key dates that marked the group ver the last twenty years:
1997: Choice becomes a pure franchiser
Choice Hotels International reorganizes its hotel assets and management contracts into a single entity: Sunburst Hospitality. At the same time, the group sold its master franchise to develop the brands Comfort, Quality and Clarion in Western Europe occidentale to the British group Friendly plc.
2011: India becomes a priority target
India is now one of the group's development priorities with the idea of relying on a local partner to quickly reach 100 hotels instead of the current 30. Comfort Inn undergoes a revitalization program to boost its supply (the number of rooms between 2011 and 2012 dropped by -1.1% of its total number)
2015: Launch of Choice Vacations
Choice launches into the sharing economy with its Choice Vacations platform, which opens up to the marketing of apartments. Steve Joyce's ambition is to establish the group internationally by multiplying partnerships in Europe and the Middle East with investors that are committed to several hundred projects and several thousand rooms.
2017: New CEO at the head of the group
At the end of 2017 Patrick Pacious succeeds Stephen Joyce as President and CEO of Choice Hotels International Group. This succession reflects the Group's growth strategies, in particular the development of the high-end segment, where he previously contributed as Executive Vice President & COO in 2014 and then President & COO in 2016. The strategy remains focused on the profitability of franchises and strengthening the value proposition.
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