Choice Hotels International has announced a strategic partnership with Akkeron Hotels Group Ltd, as Choice Hotels looks to strengthen its UK portfolio.
As a result of the deal, nine Akkeron hotels are expected to begin operating under Choice Hotels franchise agreements, representing an almost 25 per cent and 611 room increase in Choice Hotels’ UK portfolio.
Under the agreement five Akkeron hotels, in Bristol, Bury St Edmunds, Colchester, Peterborough and Kings Lynn, will be rebranded under the Quality brand. A further four hotels, located in Winchester, Darlington, Ringwood and Stevenage, will operate under the Clarion Collection brand.
Choice Hotels Europe’s UK CEO Duncan Berry commented: “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 rebranding nine hotels with the opportunity to discuss rebranding further Akkeron hotels in the future.”
Akkeron Hotels Group Ltd MD Matthew Welbourn added: “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.”