Choice Hotels is set to double its portfolio in France, with plans to open 50 additional properties in various cities by the end of 2025.
This expansion follows the company's ongoing collaboration with French aparthotel operator Zenitude Groupe, which will see 50 existing properties converted to Choice’s long-stay brand, Quality Suites. The agreement also encompasses co-branding initiatives.
The rebranded Quality Suites hotels will be “strategically located” near airports, major transportation links, and city centres and all are exepcted to be fully operational by year-end.
This initiative will introduce 4,800 rooms across 41 new destinations throughout France – including Nice, Reims, Clermont-Ferrand, Limoges, Mulhouse, and Perpignan – and will further strengthen Choice's presence in markets such as Marseille, Toulouse and Bordeaux.
“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,” said Choice Hotels EMEA CEO David Beers.
Choice zeroed in on its EMEA growth strategy earlier this year with the promotion of Tobias Reinecke to head of development investment and portfolio growth.
The company operates 57 franchised properties in France, all of which – including ongoing Quality Suites conversions – will join the Choice Privileges global loyalty programme.