Published on
October 5, 2025

A major milestone has been reached in the European hospitality landscape as Choice Hotels International, Inc. (NYSE: CHH) embarks on an ambitious expansion drive in France. The company has unveiled plans to add 50 new Quality Suites properties, marking a substantial rise in its presence from 57 to 107 franchised hotels across the country. This development adds more than 4,800 new rooms to its portfolio and signifies a deeper commitment to enhancing France’s travel and tourism infrastructure. Through this initiative, Choice Hotels aims to strengthen its standing in Europe’s largest hotel franchise market while offering more diverse accommodation options for both business and leisure travelers. With France’s tourism industry thriving, this expansion aligns seamlessly with the company’s broader vision to create a balanced and accessible hospitality network that supports long-term international growth across Europe, Asia, and the Americas.

Expanding the Footprint Across France

The addition of 50 new hotels under the Quality Suites brand marks one of the most significant developments in the company’s European operations. These new properties will be integrated into Choice Hotels’ established network, which already includes the Clarion, Quality, Comfort, and Ascend Hotel Collection brands. Collectively, this expansion will result in a network of 107 properties spread across strategic locations throughout France, ensuring an optimal blend of urban and regional presence.

The new hotels are designed to serve both major urban centers and smaller destinations, ensuring that the company’s growth supports diverse segments of France’s travel ecosystem. Key cities such as Marseille, Toulouse, and Bordeaux will see new developments, while a number of properties will also be located in mid-sized towns and popular tourist hubs. This balanced expansion strategy is expected to generate stable, year-round demand while enhancing the seasonal appeal of these destinations.

Each property will be developed to reflect the Quality Suites brand’s signature blend of comfort and convenience, targeting guests seeking reliable mid-scale accommodation with modern amenities. The expansion is set to strengthen the country’s hospitality infrastructure, contributing to job creation, tourism growth, and economic activity in both urban and regional areas.

Strengthening the Hospitality Ecosystem

This large-scale expansion emphasizes the company’s long-term commitment to reinforcing its franchise-based business model. The initiative reflects a strategic move toward strengthening the company’s international operations while ensuring consistency in brand standards and guest experiences.

The President and CEO Pat Pacious emphasized that the addition of 50 new hotels in France represents a crucial step in reinforcing the value of the company’s direct franchise partnerships. The expansion will allow franchisees to benefit from Choice Hotels’ global distribution system, advanced technology infrastructure, and extensive support services that streamline operations and drive profitability.

Each of the newly added properties will be fully integrated into the Choice Privileges loyalty program, giving travelers access to one of the most extensive hotel networks in the world. Members of the program will be able to earn and redeem points across more than 7,100 hotels globally, ensuring greater flexibility and rewards for frequent travelers. This integration not only enhances guest satisfaction but also strengthens customer loyalty by creating a unified brand experience across continents.

Strategic Advantages and Market Opportunities

France remains one of the most visited countries globally, attracting millions of travelers annually for both leisure and business. This latest expansion enables Choice Hotels to capitalize on the country’s strong tourism foundation and well-developed infrastructure. By strategically positioning its new Quality Suites properties near airports, public transportation hubs, and city centers, the company is ensuring accessibility for both domestic and international travelers.

The locations have been selected to align with France’s diverse travel trends—from cultural tourism in historic cities to business trips in economic hubs and coastal leisure getaways. By catering to this wide range of travel demands, Choice Hotels is positioning itself as a key player in supporting sustainable tourism growth across France.

Moreover, the company’s focus on regional towns and secondary destinations reflects a growing trend among travelers who seek authentic local experiences beyond major cities. This balanced distribution strategy ensures that the benefits of tourism are spread more evenly, contributing to economic stability across different regions of the country.

Expanding Beyond Europe: A Global Vision

The growth in France represents a continuation of Choice Hotels’ broader international expansion strategy. The company has made notable progress in expanding its presence across multiple continents, particularly in Asia, the Americas, and emerging markets. Earlier this year, new market entries were established in Argentina, alongside strengthened partnerships in Brazil and China, underscoring the company’s intent to broaden its global reach.

Currently, Choice Hotels’ international portfolio exceeds 150,000 rooms outside the United States, highlighting the scale of its global operations. Each international development project is designed to enhance the company’s brand visibility while ensuring that its franchise model remains adaptable to local markets.

The company’s leadership has continued to emphasize innovation, technology adoption, and franchisee support as the core elements driving its growth. With an expanding footprint across continents, Choice Hotels is expected to continue capturing a larger share of the global hospitality market while maintaining its focus on delivering value-driven, guest-centric experiences.

Strengthening France’s Position in Global Tourism

By nearly doubling its number of properties in France, Choice Hotels is not only expanding its brand presence but also contributing meaningfully to the country’s tourism infrastructure. France remains one of the strongest performing markets in Europe for hotel investments, supported by robust visitor arrivals and steady domestic demand.

The introduction of 50 new Quality Suites will support increased travel capacity, provide more accommodation options for tourists, and attract new segments of international visitors. This initiative aligns with France’s broader efforts to diversify its hospitality offerings and promote sustainable tourism development across regions.

Moreover, this expansion complements France’s reputation as a leader in European tourism, offering a seamless blend of cultural richness, modern amenities, and accessible travel options. As tourism continues to evolve with changing traveler expectations, the expansion positions Choice Hotels as a vital contributor to the next phase of hospitality growth in the country.

Outlook and Future Prospects

The long-term outlook for Choice Hotels’ expansion in France remains promising. The integration of 50 new properties under the Quality Suites brand marks a pivotal phase in the company’s growth trajectory within Europe. The strategy reflects a well-calibrated balance between brand consolidation, franchise growth, and market diversification.

With a focus on providing consistent guest experiences and maintaining operational excellence, Choice Hotels is expected to continue leveraging its global expertise to strengthen its European network. As international travel demand remains on an upward trajectory, this expansion positions the company to benefit from the ongoing resurgence of tourism and business travel worldwide.

In the years ahead, France’s growing demand for high-quality, mid-scale accommodation is likely to drive continued investment and innovation across the hospitality sector. By reinforcing its commitment to the French market, Choice Hotels International, Inc. stands poised to play an increasingly influential role in shaping the future of travel and tourism both within France and across the broader European region.