Choice Hotels EMEA Signs Strategic Partnership Agreement With Borealis Hotel Group

Through this agreement, Borealis will have the ability to franchise upscale and midscale hotels from the Choice Hotels EMEA portfolio of brands, across the territories they currently operate including The Netherlands, Belgium, France, Germany, Austria, Spain and Denmark and look for new opportunities in other European countries. All hotels under Choice Hotels EMEA participate in the Choice Privileges loyalty program, enabling travellers to earn and redeem points for Rewards nights stays at hotels around the world.

Commenting on the new strategic partnership, Jonathan Mills, CEO of Choice Hotels EMEA, said: “Growing our portfolio of franchised hotels, so travellers have more options to choose from when traveling across Europe, is a significant focus for us at Choice Hotels EMEA, and this new agreement further enables us to continue growing."

“Building on Choice Hotels’ 80-year global legacy, the agreement will also see Borealis benefit from our commitment to enhancing performance exclusively for franchisees. Our newly refreshed brands and their brand hallmarks are designed to offer an exceptional guest experience, while supporting short-term revenues and driving long-term equity gains for the Choice Hotels EMEA portfolio.

“We look forward to working together to deliver this over the next decade.”

“Choice Hotels EMEA is in the process of repositioning its Comfort™, Quality™, Clarion™, and Ascend Hotel Collection™ brands, and has recently introduced its Sleep Inn™ brand – already well established in other markets – to the EMEA region. With our passionate team we look forward to being part of this repositioning process.”