Choice Brands Undergo Reimaging In South America

SILVER SPRING, MD (June 15, 2001) - Choice Hotels International (NYSE:CHH) today announced that Atlantica Hotels International, recently recognized by the Wall Street Journal as South America`s largest independent hotel management company, is the first of Choice Hotels` international partners to hang the new flags for the Quality, Comfort Suites and Sleep brand hotels outside of the United States.

International reimaging will begin on June 19, 2001 at the Comfort Suites Oscar Friere in São Paulo, Brazil, a 204-suite hotel opening July 15, 2001. Bruce Haase, sr. vice president international for Choice, Mark Pearce, vice president international sales and marketing for Choice, and Paul J. Sistare, president and CEO of Atlantica Hotels International will be in attendance for the opening and reimaging ceremonies.

At Choice`s annual convention in Las Vegas in May, new logos were introduced for Comfort Suites, Quality and Sleep brand hotels, with the initial reimaging slated for domestic hotels. According to Haase, over the next two years more than 360 international properties will receive the new logos.

“We`re delighted that Atlantica Hotels International is taking the lead in launching our new brand images outside of the U.S.,” said Haase. “With hotels in key South American destinations, Atlantica`s enthusiastic support of Choice`s reimaging program will go a long way toward familiarizing global travelers with the new logos.”

New signage will also goup next week on Atlantica managed properties in Campinas, Ribierão Preto, São Paulo, Oscar Friere, and Campinas, Brazil.


By year-end, hotels in Boa Viagem, Receife, Bela Vista, Porto Alegre, Victoria, Fortaleza, Lins, Brasilia, Brazil and Buenos Aires, Argentina will be flying the new flags.

“We are extremely optimistic about the impact the new images will have on our bottom line,” said Atlantica’s Sistare. “Atlantica Hotels plans to double the already 1,550 rooms open and operating in Latin America by year end and over the next 3 years, plans to add another 10,350 rooms to the Choice system.”

“We are opening one hotel every 20 days and adding 2 binding contracts every month,” Sistare continued. “Clearly, we recognize the benefits of participating in the Choice system-brand recognition, worldwide reservation systems and global marketing programs.”

An independent management company, Atlantica Hotels International retains the right to development and franchise Choice Hotels` Sleep, Comfort Inn, Comfort Suites, Quality and Clarion brand hotels in many South America countries, with primary focus on the development of hotels in Brazil.

Choice Hotels International is the world`s second largest lodging franchisor, marketing more than 5,000 hotels open or under development in 41 countries under the Comfort Inn, Comfort Suites, Quality, Clarion, Sleep, Econo Lodge, MainStay Suites and Rodeway Inn brand names. Choice was recently named the #1 lodging franchise chain in Entrepreneur Magazine`s annual Franchise 500. For more information on Choice, visit the company`s web site at