Choice Hotels Europe, the company behind the Comfort, Quality, Clarion and Ascend Hotel Collection brands in Europe, has signed a co-brand agreement with the Star Inn Company, that will lead initially to the conversion of 16 Star Inn Hotels in Germany, Austria and Hungary to Choice’s Comfort and Quality brands, and to the development of an additional 20 hotels by 2022.
The hotels, which are all rated 3 star or 3 star premium, are located in key leisure and business travel destinations and close to airport and transportation hubs such as Munich, Frankfurt, Stuttgart, Bremen, Vienna, Budapest and Salzburg.
11 hotels currently trading under the “Star Inn” brand will convert to “Star Inn Hotel, by Comfort” and five hotels currently known as “Star Inn Premium” will be renamed “Star Inn Hotel Premium, by Quality” by the end of Q1, 2016. In doing so, an additional 2,217 rooms will be added to Choice’s overall European portfolio.
The agreement also extends to three additional hotels offering 500 rooms that are currently under construction in Heidelberg and Hannover in Germany and Linz, Austria and will join the portfolio between 2017 and 2018.
Paul Garai, managing partner of Garai Consulting, commented: “Our cooperation with Choice Hotels not only allows us to retain our name, but enables us to concentrate on our ambitious business growth plans for our group and we welcome their expertise in revenue management, marketing and distribution. We believe we will greatly benefit from their Choice Privileges rewards program and its 25 million loyal and returning members.”
This agreement is the fifth European portfolio enhancement Choice has announced so far this year. Other agreements secured in 2016 will lead initially to three hotels in Antwerp, Belgium and two new Comfort brand hotels in Frankfurt and the greater Düsseldorf Metropolitan area.
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