This surge for European hotel franchising evidences demand for well-established hotel brands that offer consistent quality and customer experience in the region and the outlook remains positive.
There is significant potential for regional growth but its critical for hotel brands to recognise Europe is a heterogenous market made up of many individual markets where brand recognition can vary significantly.
Brands must adapt to the cultural and commercial preferences within Europe’s heterogenous market and Choice Hotels International demonstrates a deep understanding of the unique regional distinctions.
Founded in 1939, it has positioned itself as a major player in the hotel industry and evolved into one of the world's largest hotel franchisors with presence in more than 40 countries and over 7,500 properties globally.
Today, Choice Hotels EMEA is the only European hotel company focused solely on franchisees with over 400 open hotels located in 17 countries across 4 hotel brands including Ascend Hotel Collection, Clarion, Comfort, and Quality.
Its understanding of the EMEA market nuances, business model, and portfolio adaptation over the past few years has been crucial in catering to local needs while maintaining global standards. Choice Hotels provides a selection of brands meeting franchisee needs, offering a fully customised solutions and services to boost revenue and enhance operational efficiency.
Franchisees across the region benefit from a robust distribution system, impactful marketing programmes and an international loyalty programme.
Aligning with increased regional demand for the franchising offering, Choice Hotels EMEA Leadership team has an ambitious growth strategy to enhance the EMEA portfolio.
The focus from the EMEA CEO, David Beers, is a strong one; “It remains key for us to continue to understand the ever-changing regional landscape while we foster a culture of innovation and collaboration so we can unlock new opportunities in the region. In doing so we aim to drive sustainable earnings growth and secure high-value investment-led deals as we focus on our portfolios and on securing new partnerships and individual franchises.”
Looking ahead, it’s expected hotel franchising in Europe will continue to undergo significant transformation, driven by shifting consumer preferences, technological advancements, sustainability trends, and evolving market dynamics.
While these changes present challenges for both franchisors and franchisees, they also offer significant opportunities for those who adapt.
Beers notes “To succeed in the changing European hotel franchising landscape, hotel chains and franchisees must focus on innovation, offer personalised and unique experiences, embrace technology, and commit to sustainability. By aligning with these trends, they can stay competitive, build customer loyalty, and thrive in an increasingly dynamic hospitality industry.”
Despite the dynamic landscape, Choice Hotels EMEA expresses confidence in a positive trajectory for hotel franchising in Europe over the coming years.
This optimism aligns with CBRE’s prediction that over 50% of all new four-star hotels will operate under franchise agreements, as owners seek to retain control of operations and maximize returns on investment.
As the market continues to evolve, the future of European hotel franchising will undoubtedly be shaped by these emerging trends and the ability to meet the demands of today’s discerning travelers.
Choice Hotels EMEA’s adaptability, strong brand portfolio, and focus on innovation sees it well placed to continue to evolve, drive its success in the region and further shape the future of hospitality in this diverse and dynamic region.
Sponsored By Choice Hotels International
