Choice Hotels International Inc., 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 Europe. Its French portfolio increasing from 57 to 107 hotels and more than 4,800 rooms in 41 additional locations. According to the company, 22% of those new Choice properties are in major economic centers. Among them are Nice, Reims, Clermont-Ferrand, Limoges, Mulhouse and Perpignan. Portfolios in existing locations like Marseilles, Toulouse and Bordeaux are also 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 apart-hotels – representing more than 4,000 rooms – integrated into the Choice network in France across the Clarion, Comfort and Ascend Collection Hotels brands.
Quality Suites co-branded with senior-dedicated residences
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 inter-generational establishments that serve both as senior living for the over 55s, and general travelers.
This model enables existing properties to be adapted to meet evolving traveler and resident needs while optimizing the return on investment. The co-branding strategy makes buildings more versatile, more responsible, sustainable and better exploited over time.
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 Europe growth strategy.
David Beers, CEO at Choice Hotels International EMEA said: “France has always been a core focus of our international growth strategy. The 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. 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”.
Romain Lubrano, Co-Founder and CEO of Zenitude Groupe added: “Our agreement with Choice Hotels allows us to significantly amplify our reach through global distribution, brand recognition and the Choice Privileges loyalty program.”
