Choice Hotels EMEA doubles French portfolio with Zenitude

The properties will join the portfolio over the course of 2024, and 2025, with more than half expected to open by the end of 2024, under popular Choice Hotels brands including Clarion, Comfort and Ascend Hotel Collection. With support from Choice Hotels, Zenitude will also embark on a program to refurbish and update the properties to implement Choice Hotels’ refreshed design and brand hallmarks.

As Europe’s largest hotel franchise market, France is one of the world’s largest inbound travel destinations, with a lively and competitive midscale sector. Choice Hotels has been a key franchisor in France since 1993—recently celebrating its 30th year in the market.

Zenitude will convert and manage these new hotels, tapping into Choice’s franchisee success system. The future Choice Hotels branded properties are conveniently located in urban, suburban and resort locations as well as near airports and business parks. Many of the hotels offer long-stay facilities including kitchenettes, laundry facilities and larger room types including one-bedroom apartments, offering more stay options to both business and leisure clients.

“Our new collaboration with Zenitude marks a significant milestone for our portfolio in EMEA and another great step in line with our international expansion strategy,” says Ricardo Losada Revol, senior vice president and general manager of the International Division at Choice Hotels International

“Over the past thirty years, France has been a key market for Choice Hotels EMEA, and so we look forward to continuing to expand our presence in the country over the coming years. We are equally excited to work closely with the Zenitude team to deliver exceptional value to our customers by ensuring they can find a Choice hotel with the right brand, the right price and the right location that meets their needs.”

The first Zenitude properties set to open under Choice Hotels EMEA brands include:

• The flagship Clarion Hotel Paris-Roissy Charles de Gaulle Airport – a 460-room property conveniently located just a short ride away from Paris Charles de Gaulle Airport, featuring 15 meeting rooms, a wellness area, and a restaurant.

• Hôtel la Valadière, Ascend Hotel Collection – a 100-room property on the outskirts of Montpellier, next to the Golf Foncaude. It features a wellness area with two swimming pools, a restaurant, and meeting rooms.

• The Clarion Aparthotel Toulouse Blagnac Airport – a 110-room hotel located near Toulouse Blagnac Airport and a short drive from Toulouse city centre. The hotel features meeting rooms, a swimming pool, a gym, and a restaurant.

France is a key market for Choice Hotels as it also presents an important source market and destination for European and US travellers.

Zenitude is a family-owned operator, which was founded in 2009 by two brothers and has since grown to become an important hotel operator in France, with over 40 hotels comprising over 5,000 rooms under management. The group also has ambitious growth plans in France and across EMEA, as well as a strong pipeline that aligns with Choice Hotels EMEA’s growth strategy.

Beyond the strategic agreement, both Choice Hotels and Zenitude are aiming for rapid growth of the partnership and are actively looking for opportunities to expand their existing portfolio across EMEA—through both organic and inorganic growth. Leveraging this collaboration, Choice Hotels will also evaluate the long-stay segment to explore further growth opportunities in the EMEA region.