Choice deal boosts Clarion brand

Choice Hotels International has entered into an area representative agreement with Ireland-based Kasterlee Limited for the exclusive right to license and develop Choice’s Clarion brand in the United Kingdom, Germany and Russia.Under the agreement, Kasterlee will develop a minimum of 16 Clarion branded hotels within eight years.  Kasterlee is the company’s master franchisee for its Clarion, Quality and Comfort brands in Ireland.

There are 45 Clarion properties open across Europe, representing over 8,000 rooms.  In Europe, Clarions are full-service, 4-star luxury properties offering restaurants, room service, meeting space, fitness facilities and a number of other amenities.  Two of Europe’s most luxurious hotels to open in recent months are both Clarion brand properties: the 560-room Clarion Congress property in Prague, Czech Republic and the 558-room Clarion Hotel Sign in Stockholm, Sweden.  Recognised for its quality, the Clarion brand ranked “Highest in Guest Satisfaction Among Mid-Scale Full Service Hotels” in the proprietary J.D. Power and Associates 2007 European Hotel Guest Satisfaction Index Study.

“We are committed to expanding the Clarion brand throughout Europe, and this agreement will help drive the brand’s growth in three major markets,” said Mark Pearce, vice president, international, Choice Hotels International.  “We have worked closely with Kasterlee in Ireland and are extremely confident in the organisation’s ability to develop and operate Clarion hotels that meet the brand’s strong commitment to guest service and operational excellence.”

“We are very excited to have the opportunity to franchise the Clarion brand in these three key markets,” said Frankie Whelehan, managing director, Kasterlee Limited.  “We’ve had great success with the Clarion brand in Ireland, and we are confident that this brand will be very well-received by both consumers and hotel developers in the United Kingdom, Germany and Russia.  We are now engaged in reviewing a number of sites in prominent cities that would represent great markets for the Clarion brand.”
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