Choice Hotels EMEA and Zenitude Forge 20-Year Strategic Alliance Doubling French Portfolio

Friday, April 12, 2024

Choice Hotels EMEA and Zenitude have entered into a fresh 20-year strategic agreement, set to expand Choice Hotels’ presence in France by incorporating over 30 properties, totaling more than 4,000 rooms.

These upcoming Choice Hotels establishments will be strategically situated in various settings like urban areas, suburbs, resorts, airports, and business hubs. Many of these hotels will offer extended stay amenities like kitchenettes, laundry facilities, and spacious one-bedroom apartments, catering to the needs of both business and leisure travelers.

The gradual integration of these properties into the portfolio is scheduled for 2024 and 2025, with over half anticipated to be operational by the end of 2024. They will operate under renowned Choice Hotels brands such as Clarion, Comfort, and Ascend Hotel Collection. Supported by Choice Hotels, Zenitude will undertake a renovation initiative to align the properties with Choice Hotels’ updated design and brand standards.

France, being Europe’s largest hotel franchise market and a prominent global travel destination, particularly in the midscale sector, presents a competitive yet vibrant landscape. Choice Hotels has been a significant franchisor in France since 1993, marking its 30th year of operation in the market.

All newly added properties will be part of Choice Privileges, a globally recognized loyalty program, enabling members to earn and redeem points across hotels in 46 countries and territories.

Zenitude will oversee the conversion and management of these properties, leveraging Choice’s successful franchisee support system, including advanced cloud-based solutions like the choiceEDGE guest reservation platform. This platform aids franchisees in efficiently managing room rates, distribution channels, and inventory. Additionally, Choice University, renowned for its tailored and evolving learning resources, provides comprehensive learning and development opportunities in the hospitality sector.

Commenting on the new agreement, Ricardo Losada Revol, Senior Vice President and General Manager of the International Division at Choice Hotels International, said: “Our new collaboration with Zenitude marks a significant milestone for our portfolio in EMEA and another great step in line with our international expansion strategy.”

“Over the past thirty years, France has been a key market for Choice Hotels EMEA, and so we look forward to continue expanding our presence in the country over the coming years. We are equally excited to work closely with the Zenitude team to deliver exceptional value to our customers by ensuring they can find a Choice hotel with the right brand, the right price and the right location that meets their needs.”

Romain Lubrano, CEO of Zenitude said: “For Zenitude, our collaboration with Choice is very important in order for us to be able to face the technical, marketing and distribution challenges that the hotel industry faces today, and in the years to come.”

“Being supported by Choice Hotels, one of the leaders in the international hospitality industry, will enable us to meet these challenges, respond to customer needs by upgrading our hotels in France, and expand into the EMEA region.”

“Our teams look forward to working together to offer our customers the best possible experience.”

Choice Hotels EMEA is set to debut its first Zenitude properties, featuring:

• The flagship Clarion Hotel Paris-Roissy Charles de Gaulle Airport, offering 460 rooms near Paris Charles de Gaulle Airport with 15 meeting rooms, wellness facilities, and a restaurant.
• Hôtel la Valadière, part of the Ascend Hotel Collection, boasting 100 rooms near Montpellier’s Golf Foncaude, with wellness amenities, two swimming pools, a restaurant, and meeting spaces.
• The Clarion Aparthotel Toulouse Blagnac Airport, a 110-room property near Toulouse Blagnac Airport with meeting spaces, a swimming pool, gym, and restaurant.

This move builds upon Choice EMEA’s recent enhancements to brands like Comfort™, Quality™, Clarion™, Ascend™, and Sleep Inn™, focusing on bolstering its global presence. France, in particular, holds strategic importance for Choice Hotels due to its significance as a travel hub for both European and US visitors.

Zenitude, a family-owned hotel operator established in 2009, has grown to manage over 40 hotels with 5,000 rooms in France. With ambitious expansion plans across EMEA, the partnership between Choice Hotels and Zenitude aims for rapid growth through organic and inorganic means. Additionally, they are exploring opportunities in the long-stay segment to further their presence in the EMEA region.

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