Choice Hotels International is set to open 50 new Quality Suites hotels across France, almost doubling its French portfolio as part of a wider expansion strategy in the EMEA region.
The expansion, which will add more than 4,800 rooms in 41 additional locations, increases the company’s French network from 57 to 107 franchised properties. About 22% of the new sites will be in major cities including Nice, Reims, Clermont-Ferrand, Limoges, Mulhouse and Perpignan, alongside portfolio growth in existing markets such as Marseille, Toulouse and Bordeaux.
The new hotels form part of a 20-year strategic agreement between Choice Hotels EMEA and Zenitude Groupe, signed in April 2024. That deal initially brought more than 30 midscale business, leisure and extended-stay properties – totalling over 4,000 rooms – into the Choice network in France under the Clarion, Comfort and Ascend Collection brands.
The latest phase extends that partnership through the reintroduction of the Quality Suites brand in France and further development of long-stay and flexible accommodation options. The agreement also includes co-branded concepts, Quality Suites and Oui Seniors, which combine senior living for over-55s with general traveller accommodation.
According to Choice Hotels, the model enables properties to adapt to changing demand, offering uses such as temporary accommodation, residential stays and co-working. Many of the hotels are located near airports, public transport and city hubs to support business and leisure travel throughout the year.
David Beers, chief executive of Choice Hotels International EMEA, said: “France has always been a core focus of our international growth strategy, and this expanded strategic agreement with Zenitude Groupe firmly cements Choice Hotels as a leader in one of Europe’s most competitive hospitality markets. The addition of these 50 new Quality Suites properties builds directly on the momentum created by our 2024 agreement.
“The Quality Suites brand is designed for modern stays with flexible layouts, reliable standards and long-stay comfort, enabling us to offer innovative accommodation solutions for travellers of all generations.”
Romain Lubrano, co-founder and chief executive of Zenitude Groupe, added: “Our agreement with Choice Hotels has allowed us to significantly amplify our reach through global distribution, brand recognition and the Choice Privileges loyalty programme. This further expansion reinforces our shared long-term vision for France and aligns with our goal of offering flexibility, consistency and value while supporting sustainable, profitable growth across the region.”
All new properties will join the Choice Privileges loyalty programme, which allows members to earn and redeem points at more than 7,100 hotels worldwide.
