The company has entered into a franchise agreement with UK-based Akkeron Hotels Group Limited, to open the nine hotels in the UK, which will increase the brand’s presence in the country by around 25 percent.
The new agreement will see the transformation of five Akkeron hotels in Bristol, Bury St. Edmunds, Colchester, Peterborough and Kings Lynn, to be re-branded as Quality Hotels, and another four hotels located in Winchester, Darlington, Ringwood and Stevenage will be re-branded under the Clarion Collection name.
Duncan Berry, the chief executive officer for Choice Hotels Europe in the UK¸ said, ‘We are delighted to have entered into this relationship with Akkeron Hotels Group Limited. Akkeron is a strong hotel operator and an ideal company for Choice Hotels Europe to work with and grow its presence in the UK. The agreement initially will focus on re-branding nine hotels with the opportunity to discuss re-branding further Akkeron hotels in the future.’
Matthew Welbourn, the managing director of Akkeron Hotels Group Limited, said, ‘Our relationship with Choice Hotels is about developing a long term strategy of increasing UK market share for both companies. It is clear that Choice Hotels is prepared to invest in the UK market in terms of brand and distribution. Alongside the change in brand comes a significant investment into the nine hotels to reposition those businesses along with the conversion to the Clarion Collection and Quality brands.’
The company currently operates hotels in more than 17 destinations in the UK, with its brands including Comfort, Quality and Clarion. The company has franchised around 500 hotels in Europe.