Choice Hotels Marks a Milestone in France with a Significant Expansion of 50 New Quality Suites Hotels, Bringing Its Portfolio to 107 Properties Across the Country

Choice Hotels is celebrating a major milestone in France with the addition of 50 new Quality Suites hotels, expanding its footprint to a total of 107 properties across the country. This strategic growth will bolster the brand’s presence in key French cities and provide travellers with even more opportunities to experience the comfort and quality of Choice Hotels in one of Europe’s most popular tourist destinations. The expansion reflects the company’s ongoing commitment to offering guests high-quality accommodations in prime locations throughout France.

Choice Hotels International, Inc. (NYSE: CHH), a global leader in hotel franchising, is expanding its footprint in France with the addition of 50 new Quality Suites hotels. This strategic move will more than double the company’s presence in the country, bringing its portfolio to 107 properties and over 4,800 rooms across 41 new cities. Notably, 22% of these new locations are situated in key economic hubs, including Nice, Reims, Clermont-Ferrand, Limoges, Mulhouse, and Perpignan, with growth also seen in Marseille, Toulouse, and Bordeaux.

This expansion is part of a larger long-term partnership established in April 2024 between Choice Hotels EMEA and Le Groupe Zenitude. As part of a 20-year agreement, more than 30 mid-range aparthotels catering to business, leisure, and extended stays—totaling over 4,000 rooms—will be integrated into the Choice Hotels network under well-known brands such as Clarion, Comfort, and Ascend Hotel Collection.

Choice Hotels has expanded its portfolio in France with the addition of 50 new Quality Suites hotels, significantly enhancing its long-term accommodation offerings. This expansion builds on the existing strategic partnership with Zenitude, incorporating the co-branding concepts of Quality Suites and Oui Seniors. These properties are designed to serve as multi-functional, intergenerational spaces, offering both hotel accommodations and residences for individuals aged 55 and older. This model allows existing aparthotels to be repurposed to cater to the changing demands of travelers and residents, while also optimizing profitability.

The co-branding approach provides greater flexibility, making the buildings more adaptable and efficient in the long run. It promotes sustainability and better utilization over time, accommodating a range of functions such as temporary lodging, long-term residences, and coworking spaces. This strategic shift is aimed at appealing to a diverse customer base, ensuring that properties meet the varied needs of modern travelers.

Strategically positioned near airports, public transportation hubs, and urban centers, the expanded network not only supports year-round business travel but also meets the increased demand during peak seasons. This growth further solidifies France’s pivotal role in Choice Hotels’ EMEA expansion strategy.

David Beers, CEO of Choice Hotels International EMEA, stated: “France has always been central to our international growth strategy, and this strategic agreement with Zenitude firmly establishes Choice Hotels’s position as a leader in one of Europe’s most competitive hotel markets. Our 2024 strategic agreement laid the groundwork for accelerated growth, and the addition of these 50 new Quality Suites properties is a direct continuation of this momentum. Their addition reflects the advantage of combining Zenitude’s local expertise with Choice Hotels’s global distribution, loyalty, and technology platforms.”

Commenting on the reintroduction of the Quality Suites brand to the French market, David added : “The Quality Suites brand is designed for modern stays with flexible layouts, reliable standards and extended-stay comfort, enabling us to offer innovative and future-proof accommodation solutions for travelers of all generations by fostering authentic relationships and helping travelers truly feel at home, wherever they stay.”

Romain Lubrano, co-founder and CEO of the Zenitude Group, stated: “Our agreement with Choice Hotels has allowed us to significantly expand our reach thanks to global distribution, brand recognition, and the Choice Privileges® loyalty program. This new addition to our agreement reinforces our shared long-term vision for France, and the Quality Suites brand perfectly aligns with the ever-increasing expectations of our guests. As we continue to expand our presence in France, our objective is not merely quantitative, but aims to create a portfolio that offers flexibility, consistency, and added value, while supporting sustainable and profitable growth throughout the region .”

Choice Hotels is marking a significant milestone in France with the addition of 50 new Quality Suites hotels, expanding its portfolio to 107 properties nationwide. This expansion strengthens the brand’s presence in key cities across the country, offering travellers more options for premium accommodations. The move underscores Choice Hotels’ commitment to enhancing guest experiences in one of Europe’s top tourist destinations.

Every property will be part of the Choice Privileges® loyalty program, enabling members to collect and use points at more than 7,100 hotels globally.

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