Choice Hotels to bring new brands to China

Choice Hotels to bring new brands to China

New development deal will see US hotel giant take further strides into Asia

New development deal will see US hotel giant take further strides into Asia

Choice will launch its Clarion brand in China
Choice will launch its Clarion brand in China

Choice Hotels International has signed a major new agreement that will lead to the roll-out of its Clarion and Quality Hotels brands in China.

The hotel franchiser, which is world’s fifth largest hotel group in terms of room numbers, has penned a development agreement for the two brands with Boli Hotel Management Company Ltd. The development will begin in Hangzhou, the capital of eastern China’s Zhejiang province, before continuing into other Chinese cities.

“With several Comfort Inn hotels already located in China and performing successfully, it is a natural step to introduce other brands within the Choice Hotels portfolio to the region,” said Mark Pearce, senior vice president of Choice Hotels’ international division.

“Our partnership with Boli Hotel Management Company is a significant milestone not only because it marks the launch of our development efforts for Clarion and Quality hotels in China, but because it represents the opportunity for local developers to partner with an international hotel company.”

Clarion and Quality are both marketed as full-service hotel brands at a competitive price point. They are two of 11 brands in the Choice stable, which also includes Comfort Inn, EconoLodge, Cambria Suites and the Ascend Hotel Collection.

Since launching in 1939, Choice has developed a vast portfolio of properties in North America, Europe and Australasia, but Pearce said it was now looking to take advantage of the Chinese travel boom.

“Global tourism is on the rise and there is substantial opportunity for our portfolio of hotels to expand internationally,” Pearce added. “We are excited to introduce attractive and affordable hotels to the China market, and eagerly anticipate our growth in the region over the next few years.”

There are currently approximately 1,590 Quality and 320 Clarion hotels operating around the world.

 

Mark Elliott
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Mark Elliott
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