Choice Hotels’ alliance with Secrotel Hotel signals growing European presence

The move extends the brand’s global footprint into Spain and other markets.

Choice Hotels, one of the world’s largest hotel companies, has reinforced its focus on international growth through a strategic alliance with Sercotel Hotels, a leading hotel operator and franchisor based in Spain. The alliance establishes the framework for the extension of Choice Hotels’ global footprint into Spain and other markets and creates new hotel development opportunities across Europe and Latin America.

Choice Hotels’ four upscale properties joined the portfolio, marking further expansion of its four-star Clarion Collection and Ascend Collection brands. The Cedar Court Harrogate Hotel, an Ascend Hotel Collection Member, is a historic Grade II listed property dating back to 1671. Only a short walk from the city center, it sits on the site of the town’s first ever hotel in the 200-acre Stray Parkland. The other three properties are Clarion Collection Hotels in Bradford, located less than five minutes from the center of Bradford; Huddersfield, conveniently located near the M62 and close to both Huddersfield and Halifax; and Wakefield, located at Junction 39 of the M1, with excellent transport links. All properties have 100-plus bedrooms and vast meeting and conference facilities. The three Clarion properties have health clubs, including pools.

Three Belfast properties joined Choice Hotels in late 2018, including Ten Square Hotel, an Ascend Collection Member and boutique property located in the city center next to the City Hall; Clarion Collection Hotel Belfast Loughshore; and  Clarion Collection Hotel Chimney Corner.

Choice Hotels can accommodate business and leisure travelers at over 6,800 hotels and more than 500,000 rooms in over 40 countries.

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