Choice Hotels is reinforcing a focus on international growth through a strategic alliance with Spanish chain Sercotel Hotels.
This will enable the US-based franchise group to expand into Spain and other countries as well as creating opportunities for additional hotels across Europe and Latin America.
Selected Sercotel Hotels’ properties will be added to the Choice Hotels global hotel distribution network.
Choice Hotels president and CEO Patrick Pacious said: “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.
“Sercotel is one of Spain’s premier management companies and complements Choice’s global leadership in hotel and technology innovation.
“We believe that this alliance provides us a competitive edge in international markets, and in turn, enables us to enter new markets.”
Sercotel Hotels president Marisol Turró said: “Teaming up with Choice Hotels is a natural fit. Both companies value quality and are committed to providing unmatched service to guests and franchisees.
“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.”
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