- Over 4,800 rooms will enter the French market
- Choice Hotels™ EMEA French portfolio expands from 57 to 107 franchised properties in an additional 41 locations of which 22% are in large cities
- Expansion builds on the 20-year strategic agreement signed in April 2024 with Zenitude Groupe that initially integrated 30 midscale business, leisure and extended-stay properties, totalling over 4,000 rooms
- Strengthens Choice Hotels’™ long-stay and flexible French accommodation offering
Amsterdam / Paris, Choice Hotels International Inc.® (NYSE: CHH), one of the world’s largest hotel franchisors, is expanding its EMEA growth strategy by introducing 50 new Quality Suites™ properties in the French market.
This initiative significantly strengthens Choice Hotels™ presence in EMEA, increasing its French portfolio from 57 to 107 hotels and more than 4,800 rooms in 41 additional locations, 22% of which are in major economic centres such as Nice, Reims, Clermont-Ferrand, Limoges, Mulhouse and Perpignan. Portfolios in existing locations like Marseille, Toulouse et Bordeaux are growing.
The expansion builds on the 20-year strategic agreement signed in April 2024 between Choice Hotels EMEA™ and Zenitude Groupe, which saw over 30 midscale business, leisure and extended-stay apparthotels – representing more than 4,000 rooms – integrated into the Choice network in France across the Clarion™, Comfort™ and Ascend Collection Hotels™ brands.
The 50 new Quality Suites™ hotels further extend the existing strategic agreement and significantly strengthen Choice Hotels’™ long-stay and flexible accommodations offers in France. The strategic agreement with Zenitude Groupe includes co-branding concepts, Quality Suites™ and Oui Seniors designed for multi-purpose, and intergenerational establishments that serve both as senior living for the over 55s, and general travellers. This model enables existing properties to be adapted to meet evolving traveller and resident needs while optimising the return on investment. The co-branding strategy makes buildings more versatile, more responsible, sustainable and better exploited over time, while multiplying their uses (temporary accommodation, residences, co-working etc), to meet the needs of a diverse clientele.
Strategically positioned close to airports, public transport links and city hubs, the expanded network supports year-round business travel and peak seasonal demand, reinforcing France’s position as a key market within Choice Hotels’™ EMEA growth strategy.
On the expanded strategic agreement that sees the significant growth of Choice Hotels™ EMEA portfolio David Beers, CEO at Choice Hotels International™ EMEA said: “France has always been a core focus of our international growth strategy, and this expanded strategic agreement with Zenitude Groupe firmly cements Choice Hotels as a leader in one of Europe’s most competitive hospitality markets. Our 2024 strategic agreement laid the foundations for accelerated expansion, and the addition of these 50 new Quality Suites™ properties builds directly on that momentum. Their addition reflects the advantage of combining Zenitude Groupe’s on the ground expertise with Choice Hotels™ global distribution, loyalty and technology platforms”.
Further commenting on the Quality Suites™ brand being reintroduced in the French market David said: “The Quality Suites™ brand is designed for modern stays with flexible layouts, reliable standards and long-stay comfort enabling us to offer innovative, future-fit accommodation solutions for travellers of all generations, while fostering meaningful connections and helping guests feel a genuine sense of belonging wherever they stay.”
Romain Lubrano, Co-Founder and CEO of Zenitude Groupe said: “Our agreement with Choice Hotels™ has allowed us to significantly amplify our reach through global distribution, brand recognition and the Choice Privileges® loyalty programme. This further expansion of our agreement reinforces our shared long-term vision for France, and the Quality Suites™ brand aligns perfectly with our evolving guest expectations. As we continue to scale our presence in France, our goal isn’t just numbers based but is focused on creating a portfolio that offers flexibility, consistency and value while supporting sustainable, profitable growth across the region.”
All properties will participate in the Choice Privileges® global loyalty programme, enabling members to earn and redeem points at more than 7,100 hotels worldwide.
About Choice Hotels
Choice Hotels International, Inc.® (NYSE: CHH) is one of the largest hotel franchisors in the world, with more than 7,500 hotels and nearly 650,000 rooms in 46 countries and territories. Its portfolio of 22 brands covers all segments, from economy to luxury, and includes extended-stay properties. The Choice Privileges® loyalty programme and co-branded credit card options offer members personalised benefits and a fast way to earn reward nights.
About Zenitude Group
Founded in 2009, Zenitude Group is a major player in serviced apartment accommodation in France. With nearly 100 hotels and senior residences, the group offers flexible and comfortable accommodation solutions for both short and long stays. Its model combines the comfort of a hotel with the practical advantages of a residence, meeting the needs of both business and leisure travellers. www.zenitude-hotel-residences.com | www.ouiseniors.fr