A long-term partnership driving growth
Choice Hotels EMEA is expanding its French presence by adding 50 Quality Suites hotels, totaling more than 4,800 rooms across 41 new destinations. This expansion increases the company’s French portfolio to 107 franchised hotels, up from 57 previously.
The initiative builds upon the 20-year strategic agreement signed in April 2024 with Zenitude Groupe, which initially brought over 30 midscale business, leisure, and extended-stay properties under the Clarion, Comfort, and Ascend Collection brands.
“France has always been a core focus of our international growth strategy. This expanded agreement with Zenitude Groupe firmly establishes Choice Hotels as a key player in one of Europe’s most competitive hospitality markets.” – David Beers, CEO of Choice Hotels EMEA
Quality Suites returns to France
The reintroduction of the Quality Suites brand strengthens Choice Hotels’ position in the long-stay and flexible accommodation segments. The collaboration also introduces co-branded concepts, such as Quality Suites – Oui Seniors, designed to cater to both senior residents and general travelers.
Strategically located near transport hubs and business centers, the new hotels will serve a wide range of guests, from corporate travelers to long-stay residents.
“The Quality Suites brand is designed for modern, flexible stays with reliable standards and long-stay comfort” added David Beers.
A shared vision for the French market
For Zenitude Groupe, this new phase reflects its commitment to building a balanced and sustainable portfolio.
“Our agreement with Choice Hotels has allowed us to significantly amplify our reach through global distribution, brand recognition and the Choice Privileges loyalty programme. Beyond growth, our focus is on flexibility, consistency, and sustainable profitability.” – Romain Lubrano, Co-Founder and CEO of Zenitude Groupe
The partnership emphasizes a multi-purpose model that blends hospitality, coliving, coworking, and residential uses, aligning with evolving traveler expectations and long-term market resilience.
