Choice Hotels is committed to your success​

Your Hotel Performance Solutions Partner Exclusively for Franchisees

Choice Hotels EMEA is the newly formed division of Choice Hotels International, creating a hub of hospitality franchise excellence to collaborate with local market teams to support your business.

Strongly supported by Choice Hotels International, the global hospitality franchise company recognised for 80+ years of experience and innovation, we understand that in today’s changing distribution landscape it is more important than ever to have a skilled team in your area.

Successful businesses are built on successful partnerships. To us it’s a collaborative and mutual approach. It’s also about investing in ourselves, so we can continue to deliver expert-crafted training programs, national marketing initiatives, a market leading loyalty program and one of the industry’s strongest reservations systems. 

From our cutting-edge global distribution systems to property level operational support, our focus is on driving guests through your doors, increasing your revenue and reducing your costs.

There’s never been a better time to reach your property goals.

Branding with Individuality

Four distinct brands giving franchisees and guests the most choice

Brands established with individuality to offer more appeal to hotel owners and help them be more successful

Powerful Marketing Campaigns

1.2M € collective budget to support EMEA hotels with marketing initiatives

Multi-channel marketing: direct, digital, online, social, print & TravelTop6™

High-Performing Loyalty Program

Choice Hotels’ award-winning loyalty program now counts more than 600,000 members across EMEA

Offering the opportunity to drive loyalty and generate bookings at a lower cost

Worldwide Sales Power
and Reach

Global & regional sales teams with direct access to source markets

Including; transient & corporate, OTAs, TMCs, consortia, tour operators, wholesalers, distribution partners & institutions…

Optimise Your Profits
(fee for service)

A comprehensive program to increase revenue to your property

Delivering an average 6-to-1
ROI, through forecasting recommendations from experienced revenue managers

Pioneering Technology
and Systems

ChoiceEDGE, our central reservation system (CRS) services 4.500 hotels

ChoiceADVANTAGE, our property management system is your gateway to our entire ecosystem

Dedicated Franchisee Services

Resources, expertise, in-field consultation & onboarding support

ChoiceCENTRAL, ChoiceNOW & ChoiceUNIVERSITY: our systems supporting your operations

Corporate Social Responsibility

We are reducing our carbon footprint with Room to be Green

Choice Hotels is committed to ethical, non-exploitative and non-discriminatory business conduct

80+ Years Hospitality Experience

Committed to provide support, ressources and tools to succeed

3rd Largest
Hotel Company

350+ diverse and trusted properties in EMEA and 7500+ worldwide

Globally Recognised Franchise

The only hotel company with 100% fully franchised portfolio


Choice Privileges drives loyalty and generates bookings at lower cost

Why Choice Hotels?

Representing more than 350 properties in the EMEA, open or under development, we offer four diverse brands, from the unique ‘soft brand’ of the high-class Ascend Hotel Collection, to the midscale Clarion, Quality and Comfort

From the brand promise of upscale accommodation to the guarantee of comfortable economy stops, we recognise the importance of fitting independent operators with the requirements and options they need to grow and thrive.

Are you ready to move your business to the next level?

Our development managers are on call to explore the options and opportunities for growing your business.


Super Branding

Ascend Brochure

Partner Brochure