Choice Hotels inks landmark deal with SSAW to drive China growth
Choice Hotels International has secured a long-term distribution and master franchise agreement with a key player in China’s hospitality scene, SSAW Hotels and Resorts, which sets the foundation for a major expansion in China.
Headquartered in Hangzhou, Zhejiang Province, SSAW Hotels and Resorts is recognised as a leader in the upscale business hotel and resort segment in China, and a pioneer in sophisticated boutique hotel and lifestyle hotel sector.
The deal will see 68 upscale existing properties (more than 9,500 rooms) currently managed by SSAW, under its Pagoda, Narada Grand, SSAW Boutique, and Ginlan Jia brands, join Choice Hotels’ upscale soft brand, Ascend Collection, under a distribution agreement.
The newly affiliated properties are expected to be bookable on ChoiceHotels.com within three months.
The agreement also gives SSAW exclusive development rights for the Comfort and Quality brands across China as a master franchisee. SSAW intends to develop 100 new hotels in China under these two brands within five years.
Speaking exclusively to HM, Choice Hotels Asia-Pac CEO Trent Fraser, described the deal as “a highly significant milestone” that will allow Choice to scale quickly in Asia-Pacific’s fastest-growing market.
by Ruth Hogan