FAQs

Choice Hotels International is the largest hotel franchise worldwide with over 7,500 hotels in 41 countries.

Our EMEA network of 350+ properties is located in regional, metro and capital cities, encompassing five diverse brands that continue to outperform competitors on revenue per available room (RevPAR), and drive higher than average rates into our hotels through the Choice Privileges Loyalty program.

Offering guests a wide variety of accommodation options, offering guests a wide variety of accommodation options in the upscale, midscale and economy classes, we also pride ourselves on the high volume of direct business bookings achieved through our loyalty program and extensive marketing initiatives

Choice Hotels EMEA is headquartered locally in The Netherlands and United Kingdom – understanding the importance of having a local to help support your needs and drive your revenue growth.

We do not charge any commissions for all bookings you receive via our call centre or Choice websites (excluding travel agents). We also offer very competitive OTA and GDS commission rates enabling you to reduce operating costs.

As we do not own or manage any of our hotels, motels and resorts, we risk no conflict of interest.

Our fees are competitive in the market place and our experienced Development Managers will tailor the partnership to your needs and can do so through a personal consultation at your convenience.


Fees includes registration to LAUNCH (Learning, Accessing, Understanding, Navigating Choice Hotels)  and detailed training resources, sales and marketing initiatives targeting travel agents, loyalty card members, corporate clients, and PR activity for your property.

When partnering with Choice Hotels you’ll also be paired with an experienced Business Performance Manager, who will be your direct contact to assist wherever possible and whenever required. Your designated Business Support Manager will conduct training with you and your team within 48 hours of your online date.

Our central reservations team is also available 24/7 to convert bookings, manage reservations and ensure guests are welcomed.

We provide customised, flexible training to meet your hotel’s needs and budget, ensuring our proven resources are available to maximise the return on investment potential. We are dedicated to working with you to ensure you have the tools you need to succeed.

We also have a training department that offers a variety of seminars via webinars, regional training, Choice University™ and formal qualifications available through our arrangement with the William Angliss Institute.

Choice Hotels EMEA provides significant marketing and sales support to all franchisees. Our aim is to drive bookings into your hotel to capture the best market share possible through established corporate partnerships, preferred distribution status, sophisticated tender processes and an award winning loyalty program

The Choice Hotels EMEA sales team consists of a professional and driven Business Development Team, whose role is to deliver qualified clients to our properties throughout the EMEA region.

Our comprehensive digital media strategy provides training across social media channels, as well as access to high-quality tools, assets and templates designed to help you optimise your social media presence and enhance engagement that converts to bookings.

Choice Hotels EMEA invests millions of dollars in targeted strategically designed marketing activities to influence travel choices and increase conversion.

You’ll benefit from our paid search advertising and meta advertising across TripAdvisor, Trivago and Google,maximising your visibility and ensuring premium position on search engines. Also included is the high volumes of engaging and inspirational content on websites such as needabreak.com, which regularly profile Choice Hotel properties while promoting nearby events and attractions.

Our award-winning program Choice Privileges now rewards over +600K members across EMEA, and +54M across the world, for their business, driving a huge volume of direct online bookings and providing significant value to our network of properties. 50% of our members will book direct generating, revenue at a lower cost.

Representing more than 350 properties open or under development, Choice Hotels EMEA offer five brands, from the unique ‘soft brand’ of the boutique Ascend Hotel Collection, the upper midscale Clarion and Quality, to the midscale Comfort and Sleep (coming soon), ensuring your property will successfully align in a way that suits your business model.

The upscale Ascend Hotels Collection is a membership of independent hotels with unique properties and signature styles. Classed as a ‘soft brand’, this range gives operators the freedom to retain their individual personality and name, while extending their reach through Choice Hotels’ extensive distribution network and opening the doors to a wide market of ‘experience-seeking’ travellers.

Our Choice Central reservation system is a multi channel platform which reinforces direct sales and a lower cost of acquisition. CRS offers real time updates of room rates and availability and an efficient management of distribution channels.


Our sales team receives over 400 tenders per annum. These tenders win large amounts of business that filter through our regional, metro and city hotels.

No – whilst we have a proprietary property management system choiceADVANTAGE, we also have the option of a 2 way interface (Site Connect) which enables a direct connection between your existing PMS and our CRS.

Our aim is to lift demand so you can increase your rates. The expertise from our Business Performance Managers will guide you in rate setting however you are entirely free to manage your own rates.