Choice Hotels International Forms Strategic Alliance With Sercotel Hotels of Spain

Rockville, Md.-based Choice Hotels International, whose brands include the Ascend Hotel Collection, Cambria, Clarion and Comfort Inn & Suites, just made good on its promise of international expansion. The company has entered into a strategic alliance with Barcelona-based Sercotel Hotels, a leading hotel operator and franchisor based in Spain. The alliance establishes the framework for Choice Hotels to expand its global footprint into Spain and other markets, as well create new opportunities for hotel development across Europe and Latin America.

"This relationship has the potential to create a unique and attractive offering for our worldwide guests and hotel owners seeking to improve their return on investment," said Patrick Pacious, president and CEO of Choice Hotels, in a statement announcing the alliance of the two hotel companies. "Sercotel is one of Spain's premier management companies and complements Choice's global leadership in hotel and technology innovation. We believe that this alliance provides us a competitive edge in international markets and, in turn, enables us to enter new markets."

Sercotel Hotels has a large network of mid- to upscale properties across Spain, marketed under the company's three different brand segments. The chain currently comprises more than 170 hotels representing 17,194 rooms. Properties span more than 100 destinations throughout Spain, Andorra, Portugal, Italy and several Latin American countries, including Colombia and Panama. Plans call for further expansion in Latin America.

"Teaming up with Choice Hotels is a natural fit," said Marisol Turró, president of Sercotel Hotels, in a statement. Both companies value quality and are committed to providing unmatched service to guests and franchisees. By combining the complementary attributes of Sercotel and Choice Hotels, we can continue to deliver a high level of service at our hotels, while benefiting from the global reach of Choice." 

She added, "This is especially true in the flourishing Latin American market, where the combination of Choice's powerful hotel brands and our Spanish hospitality management have great appeal."