Choice Hotels Doubles Down in France with 50 New Hotels

Choice Hotels International, Inc. (NYSE: CHH) has announced a significant expansion in France by adding 50 new Quality Suites properties to its portfolio. This move will increase the company’s total number of franchised hotels in the country from 57 to 107, marking a near doubling of its presence in Europe’s largest hotel franchise market.

Details of the Expansion

The newly announced properties, encompassing over 4,800 rooms, will be integrated into the Quality Suites brand, enhancing Choice Hotels’ existing network of Clarion, Quality, Comfort, and Ascend Hotel Collection hotels across France. This expansion is part of the company’s broader strategy to strengthen its international footprint, following significant growth in Asia and the Americas earlier this year.

President and CEO Pat Pacious highlighted the strategic importance of this expansion as a key element in reinforcing the company’s commitment to its direct franchise business and enhancing its value proposition for both guests and franchisees. The new hotels will be distributed across France, including major urban centers like Marseille, Toulouse, and Bordeaux, as well as mid-sized and smaller tourist towns, ensuring a balanced portfolio that caters to both business and leisure travelers.

Strategic Implications

This expansion not only supports stable year-round demand but also enhances seasonal appeal, with most properties strategically located near airports, public transportation, and city centers. Additionally, all new hotels will participate in the Choice Privileges loyalty program, allowing members to earn and redeem points across a global network of over 7,100 hotels.

Broader International Growth

Choice Hotels continues to pursue aggressive international growth, with the French expansion being part of a larger strategy that includes recent entries into new markets such as Argentina and enhanced partnerships in Brazil and China. The company’s global portfolio now exceeds 150,000 rooms outside the U.S., with ongoing plans to expand further and capture additional market share internationally.