Published on
October 3, 2025
Choice Hotels International, Inc. (NYSE: CHH), one of the world’s largest hotel franchisors, has announced a major expansion in France with the addition of 50 new properties, representing more than 4,800 rooms. This move will nearly double the company’s existing portfolio in France, increasing the number of franchised hotels from 57 to 107. The newly onboarded properties will operate under the Quality Suites brand, expanding upon the company’s current presence in France, which includes hotels under the Clarion, Quality, Comfort, and Ascend Hotel Collection brands.
This expansion highlights the company’s continued commitment to growth in Europe, which is one of the largest hotel franchise markets globally. The addition of new properties solidifies Choice Hotels’ position as a leading player in the European hotel industry, offering diverse and high-quality options to travelers in the region.
Accelerating Global Growth
This significant expansion in France builds upon the company’s already notable international growth in both Asia and the Americas. Pat Pacious, President and Chief Executive Officer of Choice Hotels, expressed excitement about the company’s growing footprint in France and the broader international market. He highlighted that by nearly doubling its presence in France, the company is reinforcing its commitment to expanding its direct franchise business while providing additional value for both guests and franchisees.
The new hotels, which will be scattered across France, are expected to strengthen the company’s existing portfolio of midscale and upscale accommodations, catering to business, leisure, and long-term stay travelers. All of these properties will participate in Choice Privileges, the company’s award-winning loyalty program, allowing members to earn and redeem points at more than 7,100 hotels worldwide.
A Well-Balanced Portfolio Across France
The 50 new Quality Suites properties will spread across 30 cities in France, significantly expanding the network. The new properties represent a balanced mix of locations, ensuring the portfolio has both year-round appeal and strong seasonal demand. The properties will be strategically located in various types of areas, with 26% situated in major urban hubs like Marseille, Toulouse, and Bordeaux. Another 52% will be in mid-sized suburban cities, such as Rennes, Chambery, and Colmar, while 22% will be located in smaller yet highly touristic towns like Quiberon, Dinan, and Mèze.
This widespread expansion ensures that Choice Hotels can offer convenient and accessible accommodation options across the country. Most of the new properties are situated close to key transportation hubs, including airports, public transit systems, and city centers, providing guests with easy access to all the major attractions in these areas.
Strategic Focus on Long-Term Growth
The move to expand in France is part of Choice Hotels’ larger international strategy to grow its global footprint. As of Q2 2025, the company expects to achieve high single-digit international room growth. With this in mind, Choice Hotels remains confident in its ability to continue expanding its portfolio, which now exceeds 150,000 rooms outside the U.S.
The company is eyeing future opportunities to increase its market share in key regions worldwide. This includes both mature markets like Europe and emerging ones such as Latin America, Asia, and the Middle East. Earlier in the year, Choice Hotels made several key announcements that underline the company’s broader global momentum.
Major Achievements in Other Regions
In addition to expanding its footprint in France, Choice Hotels has been making significant strides across other international markets as well. The company continues to grow in the Caribbean and Latin America through strategic partnerships, such as an agreement with Atlántica Hospitality International in Brazil, which includes 70 hotels and more than 10,000 rooms across multiple hotel segments. This development is set to continue expanding in the coming years, with a key milestone expected in Q2 2025.
Choice Hotels also marked a significant achievement by making its debut in Argentina, where it opened the Radisson Blu Bariloche, a modern lakeside resort featuring 32 suites and 80 rooms. This opening is a monumental step for the company in bringing its world-class hospitality to Patagonia, enhancing the upscale and upper-upscale portfolio in the Latin American region.
The Canadian Market and Future Growth
Another notable move for Choice Hotels was the acquisition of the remaining stake in Choice Hotels Canada, transitioning to a direct franchising model. This acquisition sets the stage for accelerated growth in the Canadian market. By Q2 2025, the Canadian portfolio is expected to include 350 hotels and 30,000 rooms, with over 2,500 rooms in the development pipeline. This expansion reaffirms Choice Hotels’ commitment to growing its presence in Canada and positioning itself as a leading force in the Canadian hospitality industry.
Expanding Presence in China
In another strategic move, Choice Hotels signed a long-term distribution and master franchise agreement with SSAW Hotels & Resorts in China. This agreement will add over 9,500 rooms to the Ascend Collection, with plans to grow the Comfort and Quality brands to 100 properties in the country. This partnership highlights the growing demand for international hotel brands in China and underscores the company’s ambition to expand its reach in Asia.
The Path Ahead for Choice Hotels
As Choice Hotels International continues its global expansion, its focus remains on delivering exceptional experiences to guests and providing unparalleled value to franchisees. The strategic growth in France, along with developments across Latin America, Canada, and Asia, positions the company to continue its success and remain a leader in the global hospitality market.
This expansion represents a transformative milestone for Choice Hotels as it works to make it easier for travelers to find the right stay, wherever their journey takes them.
[Image Credit: Choice Hotels]
