Published on
November 6, 2025
Choice Hotels International has reported uninterrupted growth between July and September of 2022, with tourism bolstered on a global scale by international markets, chiefly France. Even with the American and European markets still stagnating, demand was on the rise on the international stage. The global giant’s approach of expansion into the upper midscale and extend stays segment is resonating well with the current market dynamics. This strategy seems to minimize risk and create a value growth opportunity, integrating the company with the global emerging markets and tourism demand with France still standing at the forefront.
Revenue Growth in International Markets
The third-quarter report for Choice Hotels highlighted a 0.2 percent rise in global revenue per available room (RevPAR). However, the company experienced contrasting results between its US and international properties. US-based RevPAR showed a decline of 3.2 percent, impacted by a softening of government-related and inbound international tourism demand. On the other hand, international RevPAR surged by 9.5 percent, underlining the continued appeal of travel to destinations like France, where the hotel chain has significantly expanded.
In France, the company added over 4,800 midscale rooms through direct franchise agreements, further strengthening its presence in one of Europe’s most visited tourist destinations. With the French tourism market consistently attracting millions of international visitors annually, Choice Hotels is well-positioned to cater to an increasing number of tourists who prefer midscale accommodations.
France as a Key International Market
France has long been one of the world’s top tourist destinations, drawing visitors for its rich cultural heritage, world-renowned cuisine, and iconic landmarks such as the Eiffel Tower and the Louvre. For Choice Hotels, expanding its portfolio in France reflects a broader trend within the global hospitality industry, where international markets are becoming increasingly more profitable than domestic operations in some cases.
The French tourism market has shown remarkable resilience in recent years, with the government continuing to invest in initiatives aimed at boosting visitor numbers. Recent reports indicate that tourism in France has rebounded strongly following the pandemic, with significant growth in both international and domestic visitor numbers. Choice Hotels strategic investment in midscale and upscale properties aligns with the evolving demand for quality yet affordable accommodations.
Enhanced Loyalty Programme to Attract Global Tourists
In addition to expanding its international footprint, Choice Hotels is also enhancing its customer loyalty program, Choice Privileges, which is expected to play a significant role in boosting tourism-related bookings. The revamped rewards program, set to launch in early 2026, will offer members more frequent earning opportunities and a faster path to elite status.
The new program will allow frequent travellers to achieve elite status more quickly, with milestones set for as few as five qualifying nights. A new Titanium Elite tier will also be introduced, offering members greater perks such as access to premium properties for half the points. The loyalty program is designed to encourage repeat business from international tourists, making it even easier for travellers to accumulate and redeem points at locations worldwide.
Pipeline of Global Expansion
Choice Hotels is also investing heavily in its global pipeline, which has reached over 86,000 rooms, with a major focus on upscale, extended-stay, and midscale segments. The company has made substantial progress in markets such as China, where nearly 80 percent of its anticipated 9,500 rooms are set to be onboarded under a distribution agreement. Other key international milestones include entry into Argentina and continued growth across Europe, particularly in markets like France.
This robust international pipeline is expected to further boost the hotel chain’s presence in key tourist destinations, supporting the growing demand for high-quality accommodations in both mature and emerging markets.
Looking Ahead to a Promising Future for Global Tourism
As international travel continues to thrive, especially to regions such as France, Choice Hotels expansion efforts are more likely to bear fruits as other areas of growth will be tapped. With regard to tourist market, its thorough focus on high quality, diversified properties, and soon to be strengthened loyalty program ensures optimal positioning. This, along with other developed opportunities, will allow it to capture a significant portion of the tourism market, diversification with varied countries, and the latter enhancement of the loyalty program purpose will maximize its strength within key tourist markets.
As the hospitality business continues to recover and expand to cover more of Europe’s most demanded tourist attractions, choices hotels support in the revenue growth of the industry service will indicate the company’s expansion will serve more global tourists for the coming years. This will also increase the company’s revenue growth as so far, the company offers a strong pipeline, diversified along key territories, and the tailored rewards program is designed to meet tourists and business travelers offered.
