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Choice Hotels EMEA has signed a new distribution agreement with Spanish hotel chain Sercotel to showcase their joint portfolio to corporate clients across the UK, France, Germany and the Netherlands.
The two companies have collaborated since 2018 to bring together their distribution channels.
This new agreement will see the two companies undertake commercial and marketing activities focused on driving forward incremental revenue.
A key focus for both groups will be the meetings, incentives, conferences and exhibitions (MICE) industry.
Raul Ramirez Sanchez, chief segment and international operations officer, said: “Our five-year collaboration with Sercotel Hotels is a testament to our shared vision to build a mutually beneficial relationship and leverage synergies between our two companies.
“We have a productive collaboration to date and this new distribution agreement further supports our growth strategy in several key markets across EMEA. We look forward to continuing to expand our joint presence across the region over the years to come.”
José Rodríguez, CEO at Sercotel, added: “Continuing our alliance with Choice Hotels EMEA is excellent news. With this distribution agreement, we take a significant step forward in our international growth, enabling us to boost our business in key European markets, in the United States, and in others global markets where Choice has a presence.”
