HotelNewsNow.com – Creativity spurs growth for Choice’s brands
LOS ANGELES—Choice Hotels International is breaking its traditional mold en route to an aggressive growth platform. The results are speaking for themselves as the Silver Spring, Maryland-based franchisor is adding significant numbers of properties in large chunks to a portfolio that already numbers more than 6,200 hotels comprising nearly 500,000 guestrooms. Since the beginning of the year, the company has signed various chunky deals, including three agreements to add 46, 21 and nine properties, respectively.
Steve Joyce, Choice’s president and CEO, said during a break at last month’s Americas Lodging Investment Summit that the company has cultivated an atmosphere that promotes quality expansion opportunities as it looks to elevate its stature within the hotel industry. Primary growth vehicles for the company will be the two newest brands in its portfolio—Cambria Suites and Ascend Hotel Collection.
“For forever Choice was the company that was a stopover when you were on the way to something else,” Joyce said. “Now we want to be the destination. Cambria and Ascend help us get there. They put a new light on Choice for developers.