Choice Hotels International has announced a strategic relationship with Akkeron Hotels Group, a well-known regional hotel operator within the Uk.
The deal will initially lead to nine Akkeron hotels operating under Choice Hotels franchise agreements inside the UK, representing a virtually 25 per cent increase within the Choice Hotels UK hotel portfolio and an extra 611 rooms.
This agreement forms a critical portion of Choice Hotels’ growth solution to offer financial support to raise development in key international markets, which includes Europe, via the company’s capital as a targeted incentive to hotel developers and operators to go into 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 may be rebranded under the standard 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 return online throughout the Choice Hotels Europe system by the tip of February.
The remaining Quality and Clarion Collection brand hotels are expected to come back online throughout 2013.
“We are delighted to have entered into this relationship with Akkeron Hotels Group.
“Akkeron is a sturdy hotel operator and an amazing company for Choice Hotels Europe to work with and grow its presence inside the UK. The agreement initially will talk about rebranding nine hotels with the chance to debate rebranding further Akkeron hotels at some point,” commented Duncan Berry, UK chief executive, Choice Hotels Europe.
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