Choice Hotels, 8e group in the world one of the world's leading hotel franchisors, is stepping up its expansion in France. Its presence was already strengthened last year through a strategic agreement with Groupe Zenitude, which resulted in the integration of more than 30 mid-range aparthotels into the Choice network under the Clarion, Comfort and Ascend Hotel Collection brands.
This 20-year partnership continues to bear fruit. Between now and the end of the year, 50 new establishments will be added to the American franchisor's portfolio. This extension of the strategic agreement with the Zénitude group will see its serviced residences for the over-55s carry a dual brand: Quality Suites, one of Choice's long-stay brands, and Oui Seniors, the new name for the Les Girandières and Palazzo residences, which have been operating across France for some twenty years.
" This model enables existing aparthotels to be adapted to meet the changing needs of travellers and residents while optimising their profitability. "explains the American group in its press release. This co-branding strategy will make the buildings more versatile and better exploited over time, while multiplying their uses to cater for a diverse customer base, ranging from temporary accommodation to residences and coworking spaces.
These intergenerational establishments, combining hotels and residences, are being added to the Choice portfolio and are located all over France, both in the Paris suburbs and close to many provincial towns. The result is an extended network that is ideal for business travel, but also, for some establishments, for seaside tourism, with establishments in Marseille, Nice, Perpignan, Quiberon and Saint-Malo, for example.
With more than 4,800 rooms on the French market, Choice Hotels' offering in France is set to increase from 57 to 107 franchised establishments, with 41 additional cities, including 22 % in major economic centres. " France has always been at the heart of our international growth strategy and this strategic agreement with Zenitude firmly consolidates Choice Hotel's position as a leader in one of Europe's most competitive hotel markets. "said David Beers, CEO of Choice Hotels International EMEA.
