Choice Hotels EMEA has teamed up with Spanish hotel chain Sercotel for a new distribution agreement. The agreement will include key international feeder markets in Spain.
The collaboration between the two companies started in 2018, aiming to merge Choice’s and Sercotel’s distribution channels. The new agreement will see the partners undertaking marketing and commercial activities to drive forward incremental revenue.
Choice and Sercotel have embarked on a roadshow in Europe to showcase their collective portfolio to corporate clients in several destinations, such as the U.K., Germany, France and the Netherlands.
MICE is a significant focus area for both the companies and the partners are aiming for the MICE industry through a co-branded booth and an event at the IBTM World 2023 in Barcelona.
“Our five-year collaboration with Sercotel Hotels is a testament to our shared vision to build a mutually beneficial relationship and leverage synergies between our two companies,” said Raul Ramirez Sanchez, chief segment & international operations officer.
The two companies have had a production partnership so far and this new agreement will further the growth strategy in many key markets in the EMEA region, Sanchez added.
“Continuing our alliance with Choice Hotels EMEA is excellent news. With this distribution agreement, we take a significant step forward in our international growth, enabling us to boost our business in key European markets, in the United States, and in other global markets where Choice has a presence,” said JosĂ© RodrĂguez, CEO at Sercotel.
Choice is represented under the Ascend Hotel Collection, Quality, Clarion and Comfort Inn brands in Germany, France, Italy, the Czech Republic and Turkey. Choice Hotels Inc., Choice Hotels’ parent company, has over 7,000 hotels totaling around 600,000 rooms across 35 countries.