Choice Hotels EMEA has secured a portfolio addition that will significantly expand its Ascend Hotel Collection in Spain.
A long term strategic agreement with Faranda Hotels & Resorts will see eight properties migrate to the Ascend brand, over the next two years. In total, the hotels will add 700 rooms to the Choice offering in Spain.
A local partner
Faranda, which was founded by the Fernandez family, has over 40 years built an international portfolio of hotels in both Europe and Latin America. These include the eight hotels in Spain, 15 hotels in Colombia, four in Panama, three in Mexico, plus hotels in Costa Rica, the Dominican Republic and Venezuela. The hotels are split under five sub-brands, covering Faranda Grand, Faranda Collection, Faranda Boutique, Faranda Express and resorts.
Choice and Faranda already work together in South America, where 14 existing Faranda properties operate under an existing franchise relationship with Choice. The additions will be headed by Faranda Hotel Rias Altas, Ascend Hotel Collection in A Coruña, a beachfront hotel that has only recently undergone refurbishment. Also making the switch will be Faranda Marsol Candas, Faranda Hotel Pathos Gijon, Faranda Alisas Santander, Faranda Los Tilos, Faranda Torrelavega, Faranda Las Lomas and, y Hotel Ciudad Ponferrada. Of the eight, six will rebrand in the coming months, with two hotels awaiting completion of refurbishments before rebranding in 2025.
The additions take Choice EMEA closer to a target of 400 hotels open. Currently, the group has representation in 17 countries, with four of its brands deployed: Ascend Collection, Clarion, Comfort and Quality.
“Spain is a key market for Choice Hotels EMEA and through this agreement, we will see the Ascend Hotel Collection expand significantly across Spain in the coming months,” said David Beers, CEO of Choice Hotels EMEA. “We look forward to continuing to expand our presence in the country over the coming years and are equally excited to work closely with Faranda Hotels to consider other opportunities that align with our joint growth strategies.”
Building European momentum
Choice has been building momentum in Europe. In 2023, the group extended its master franchise agreement with Nordic hotel group Strawberry, and agreed a distribution partnership with Spanish group Sercotel.
More recently, an agreement with French hotel operator Zenitude led to the signing of more than 30 hotels to Choice brands. A 20 year strategic alliance will see a range of hotels switching to Choice brands Clarion, Comfort and Ascend Hotel Collection, through 2024 and 2025. The pair are also considering building a presence in France for one of Choice’s successful extended stay brands.
The properties added to the Choice portfolio include the 460 room Clarion Hotel Paris-Roissy Charles de Gaulle Airport, the Hôtel la Valadière on the edge of Montpellier, and 110 room Clarion Aparthotel Toulouse Blagnac Airport. Family-owned Zenitude will continue to manage the properties.
