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Five Akkeron Hotel properties re-brand under agreement with Choice Hotels Europe

Five Akkeron Hotel properties re-brand under agreement with Choice Hotels Europe

Choice Hotels Europe has announced that three Akkeron Hotels have been added to their UK portfolio today, with two more anticipated to come online in March. The newly branded Quality Hotel Bury St. Edmunds, Quality Hotel Peterborough and Clarion Collection Hotel Cromwell Stevenage today came online within the Choice Hotels Europe system, with the Quality Hotel Kings Lynn and the Quality Hotel Colchester expected to come online on 12th March.  The five properties are part of the strategic agreement with Akkeron Hotels Group Limited, the well-known regional hotel operator, which will initially result in nine Akkeron hotels operating under Choice Hotels franchise agreements in the UK.

Three hotels, Quality Hotel Bury St Edmunds, Quality Hotel Colchester and Quality Hotel Kings Lynn are located in East Anglia providing convenient locations for major business destinations such as Cambridge and Norwich and for visiting the Norfolk Broads or the North Norfolk and Suffolk coast, making them attractive bases for both business and leisure travellers. The 70-room Quality Hotel Peterborough overlooks Peterborough’s international rowing course.  All hotels offer guests restaurant, bar and meeting room facilities.

Clarion Collection Hotel Cromwell Stevenage, the fourth Clarion Collection hotel in the UK, dates back to the 17th century and was once owned by Oliver Cromwell’s secretary.  Centrally located in Stevenage and close to the A1, the hotel offers a purpose built conference centre with capacity for 200, suitable for business events and weddings.

All five Choice brand hotel properties offer guests free Wifi and members of Choice Privileges, the Choice Hotels global rewards programme, have the opportunity to both earn and redeem rewards points at the five properties.

“We are delighted to add these five hotels to our UK hotel portfolio and look forward to bringing more Choice brand properties onto our system throughout the year as a result of our agreement with Akkeron.” commented Duncan Berry, UK CEO, Choice Hotels Europe.


Under the agreement signed at the end of January, nine Akkeron hotels are anticipated to operate under Choice Hotels franchise agreements in the UK, representing an almost 25% increase in the Choice Hotels UK hotel portfolio and an additional 611 rooms.  The Akkeron hotel in Bristol, will be rebranded under the Quality brand and another three hotels located in Winchester, Darlington and Ringwood will operate as Clarion Collection hotels. These four Quality and Clarion Collection hotels are expected to come online throughout 2013.

The Choice Hotels Europe portfolio of franchised hotels offers business and leisure travelers a full spectrum of premium economy to luxury hotels. Choice Hotels Europe franchises nearly 500 hotels across Europe alone.  Brands franchised by Choice Hotels Europe include Clarion, which is described as four to five star rated; Quality, which is three star rated and provides a mid-scale full service offering and Comfort, which is two to three star rated and is the largest Choice Hotels brand worldwide, known for value, customer service and reliability.