p40 hotels nov7 4/11/08 16:28 Page 40
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Choice sets sights
on UK expansion
Rupert Murray?
In France there are more than 100 properties,
CHOICE Hotels is aiming to recreate in the UK the Scandinavia 200, Germany 40 and Ireland 20.
massive growth it has experienced in the US, Garvan wants more agents to sell them,
where it has nearly 5,000 properties and is believing the trade can come into its own when
currently the second-largest hotel company. economic times get tougher.
The company came to Europe about 15 years “They are particularly important in the
ago and like many US companies, used a “master corporate segment because when times are
franchisor” to develop a network of franchises in tough, businesses look to be more stringent with The Clarion Hotel Stockholm
countries such as Scandinavia, Ireland, Germany, travel and turn to agents to help reduce costs,”
France and the UK. he said.
But a couple of years ago, Choice decided to “We are noticing there is a trend of down-
become its own master franchisor, dealing trading in the UK and US markets, which
directly with its individual franchisees. benefits us because our hotels are mostly
UK director of sales Brian Garvan said the three-star.”
chain now planned to improve awareness of its The company has invested heavily in
Comfort, Quality and Clarion brands in Britain search-engine marketing and improving its
and quickly expand. website, after noticing a trebling in the
“We want to double the portfolio from 70 to 150 amount of business booked online in the past The Comfort Inn, Buckingham Palace
in the next five years,” he few years.
said. “At the same time, Garvan said the company would shortly “We concentrate on what we do well – strong
ideally, we would like to raise introduce a system that can be used to track brands,” said Garvan. “We are reappraising
our profile with consumers commission and ensure it is paid quickly. brands and brand standards, and the results will
and the travel trade to US As well as dealing with sales, marketing and be announced towards the end of the year. There
levels.” negotiating with agent consortia, the company are so many brands, we need to make sure peo-
In the UK, Choice has over sets the standards for the furnishings and ple know what ours mean.”
40 Quality, 25 Comfort and services offered at each property, ensuring that Choice’s next UK hotel will open in Maida Vale,
Brian Garvan three Clarion hotels. the brand remains consistent. London, early next year.
Choice’s brands in UK
Comfort: Three-star limited service,
characterised by location in city centres
Quality: Three-star, larger than Comfort with
emphasis on conferences and events. Many have
gyms and saunas. Business-class properties
Clarion: Four-star. Marriott and Hilton-style
product
The Clarion Hotel Telford: Clarion is one of three brands that Choice Hotels has in the UK The Quality Crown Hotel Paddington
40 07.11.2008
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