Choice Hotels International has announced a strategic relationship with Akkeron Hotels Group, a well-known regional hotel operator in the United Kingdom.
The deal will initially result in nine Akkeron hotels operating under Choice Hotels franchise agreements in the UK, representing an almost 25 per cent increase in the Choice Hotels UK hotel portfolio and an additional 611 rooms.
This agreement forms a critical part of Choice Hotels’ growth strategy to offer financial support to boost development in key international markets, such as Europe, by using the company’s capital as a targeted incentive to hotel developers and operators to enter into franchise agreements located in strategic locations and markets.
Under the agreement, five Akkeron hotels in Bristol, Bury St. Edmunds, Colchester,
Peterborough and Kings Lynn will be rebranded under the Quality brand and another four hotels located in Winchester, Darlington, Ringwood and Stevenage will operate under the Clarion Collection brand.
The newly branded Choice hotels, Quality Hotel Bury St. Edmunds, Quality Hotel Peterborough and Clarion Collection Cromwell Stevenage, are anticipated to come online within the Choice Hotels Europe system by the end of February.
The remaining Quality and Clarion Collection brand hotels are expected to come online throughout 2013.
“We are delighted to have entered into this relationship with Akkeron Hotels Group.
“Akkeron is a strong hotel operator and an ideal company for Choice Hotels Europe to work with and grow its presence in the UK. The agreement initially will focus on rebranding nine hotels with the opportunity to discuss rebranding further Akkeron hotels in the future,” commented Duncan Berry, UK chief executive, Choice Hotels Europe.