Choice Hotels Announces Alliance With Sercotel Hotels

Choice Hotels has entered a strategic alliance with Sercotel Hotels, anl operator and franchisor based in Spain.

The new partnership lays the groundwork for an expansion of Choice Hotels’ global footprint into Spain and other markets, the company said in a statement. It will also allow for the creation of new opportunities for hotels across Europe and Latin America.

Choice Hotels said it intends to leverage the hotel management arm of Sercotel Hotels to provide hotel owners with “a comprehensive solution and strong value proposition in international markets.” That proposition includes the force of Choice’s brand awareness and distribution channels united with the hotel management expertise of Sercotel Hotels.

The new strategic alliance also supports Choice’s effort to expand its presence in Spain and Latin America by adding select Sercotel Hotels properties to the Choice Hotels global hotel distribution network. Customers will now be able to shop and book some Sercotel hotels on ChoiceHotels.com and the Choice Hotels mobile app.

“This relationship has the potential to create a unique and attractive offering for our worldwide guests and hotel owners seeking to improve their return on investment,” Patrick Pacious, president and CEO of Choice Hotels, said in a statement. “Sercotel is one of Spain’s premier management companies and complements Choice’s global leadership in hotel and technology innovation.”

Pacious said the alliance will give Choice a competitive edge in international markets.

“Teaming up with Choice Hotels is a natural fit. Both companies value quality and are committed to providing unmatched service to guests and franchisees,” Marisol Turró, president of Sercotel Hotels, said. “By combining the complementary attributes of Sercotel and Choice Hotels, we can continue to deliver a high level of service at our hotels, while benefiting from the global reach of Choice.”

“This is especially true in the flourishing Latin American market where the combination of Choice’s powerful hotel brands and our Spanish hospitality management have great appeal,” Turró added.

The rapidly growing Choice Hotels International announced in December that it was acquiring the WoodSpring Suites brand and franchise business from WoodSpring Hotels Holdings LLC.

That move bolstered the hotel giant’s presence in the quickly expanding extended-stay segment. The $231 million acquisition added nearly 240 hotels across 35 U.S. states to the Choice Hotels portfolio.

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