Global hotel franchise sees Caribbean potential
Choice Hotels says it believes the region’s sector could benefit from what it has to offer.
BOSTON, United States, Thursday July 7, 2011 – One of the world's largest hotel franchisors sees the Caribbean as a huge opportunity while some hotel companies, twisting and turning in the global business downturn, shy away from the region.
Stephen Joyce, president and chief executive officer of Choice Hotels International, Inc. believes a large number of independent hotels in the region could benefit from what Choice Hotels has to offer.
Presenting options for success during sluggish economies, he pointed to the extensive mid-range offerings of Choice Hotels and, at the higher end, its popular Ascend Collection membership programme.
He contended that programme offered potential Caribbean member hotels the benefit of being a part of a big organization without abandoning their identities.
"It's the best of both worlds," said Joyce, who asserted that hotels can take advantage of the costs of Choice Hotels as well as its technology platform which hooks up hotels to huge worldwide distribution channels to help drive visitors to their doors.
Joyce, who has led the company on a focused growth strategy since 2008, said Choice Hotels was particularly keen about the Caribbean due to strong customer demand for the region: "We think our brands carry well (in the region), we know our customers want to go there, and we see an opportunity particularly with the Ascend Collection membership program because of the large number of unbranded hotels."
Ascend Collection is not a traditional franchise concept. Designed for Historic, Boutique or Unique hotels, Ascend Collection member hotels retain their independence, authenticity and superior service while connecting to a powerful global reservations system.
Choice Hotels International, Inc. franchises more than 6,100 hotels in the United States and more than 30 other countries and territories. The company's Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway Inn brands serve guests worldwide. In addition, via its Ascend Collection membership programme, travelers in the United States, Canada and the Caribbean have upscale lodging options at historic, boutique and unique hotels.
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