Choice Hotels EMEA Signs Strategic Partnership Agreement With Borealis Hotel Group
Agreement provides an opportunity to expand presence for both companies throughout Europe providing even more options for travellers looking for upscale and midscale hotels
Choice Hotels EMEA, the 100% franchise focused hotel company and Borealis Hotel Group (“Borealis”), a European hospitality company, have signed a strategic partnership agreement to expand their European portfolios. Through this agreement, Borealis will have the ability to franchise upscale and midscale hotels from the Choice Hotels EMEA portfolio of brands, across the territories they currently operate including The Netherlands, Belgium, France, Germany, Austria, Spain and Denmark and look for new opportunities in other European countries. All hotels under Choice Hotels EMEA participate in the Choice Privileges loyalty program, enabling travellers to earn and redeem points for Rewards nights stays at more than 7,500 hotels around the world.
Growing our portfolio of franchised hotels, so travellers have more options to choose from when traveling across Europe, is a significant focus for us at Choice Hotels EMEA, and this new agreement further enables us to continue growing in markets where we already have a presence and potentially enter new ones. We have an ambitious growth strategy in the EMEA region, and this new strategic partnership agreement with Borealis Hotel Group presents an exciting opportunity for us to grow and realise our mission to build a scalable network of high-quality hotels across Europe. Building on Choice Hotels’ 80-year global legacy, the agreement will also see Borealis benefit from our commitment to enhancing performance exclusively for franchisees. Our newly refreshed brands and their brand hallmarks are designed to offer an exceptional guest experience, while supporting short-term revenues and driving long-term equity gains for the Choice Hotels EMEA portfolio. We look forward to working together to deliver this over the next decade. Jonathan Mills, CEO of Choice Hotels EMEA
Our strategy is to accelerate our growth as a European hospitality company, based 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 as a franchisor with its own newly refreshed concept, to our highly valued group of partners. Bart Van de Kamp, CEO of Borealis Hotel Group
“Choice Hotels EMEA is in the process of repositioning its Comfort™, Quality™, Clarion™, and Ascend Hotel Collection™ brands, and has recently introduced its Sleep Inn™ brand – already well established in other markets – to the EMEA region. With our passionate team we look forward to being part of this repositioning process.”
Alongside the milestone agreement with Borealis, Choice Hotels in EMEA is actively looking for midscale and upscale hotels to join its fast-growing portfolio.
About Choice Hotels EMEA
Choice Hotels EMEA™ is represented under the Ascend Hotel Collection™, Clarion™, Quality™ and Comfort™ brands, in France, Germany, Italy, the Czech Republic, and Turkey. Choice Hotels International, Inc., the parent company of Choice Hotels EMEA, with more than 7,000 hotels representing nearly 600,000 rooms, in 35 countries and territories, is one of the largest hotel groups in the world (as of December 31, 2021). For more information, visit: https://www.choicehotels.com.
Forward-Looking Statement
This communication includes "forward-looking statements" about future events, including anticipated hotel openings and a brand refresh for the regional brand portfolio of Choice Hotels EMEA. Such statements are subject to numerous risks and uncertainties, including construction delays, availability and cost of financing, acceptance of brands, and the other "Risk Factors" described in the Annual Report on Form 10-K and the Quarterly Reports on Form 10-Q of Choice Hotels International, Inc., any of which could cause actual results to be materially different from our expectations.
