Choice Hotels has teamed up with Faranda Hotels & Resorts to expand its presence in Spain. Choice Hotels EMEA and Faranda have inked a new long-term strategic agreement that will help Choice add eight hotels, totaling more than 700 rooms, across Spain.
The new additions will join the Ascend Hotel Collection, with the initial six hotels open for bookings. This includes Faranda’s new flagship hotel – Faranda Hotel Rias Altas, Ascend Hotel Collection in A Coruña. The hotel is the only one located directly on the beach and has completed renovations to offer enhanced guest experiences and debut a pizzeria and water sports club.
The new agreement extends Choice’s existing franchise relationship with Faranda Hotels in South America, which will now consist of 22 hotels totaling roughly 2,400 rooms. Expanding the existing collaboration with Faranda Hotels also marks a step in Choice’s international expansion strategy.
“Spain is a key market for Choice Hotels EMEA and through this agreement, we will see the Ascend Hotel Collection expand significantly across Spain in the coming months,” David Beers, CEO of Choice Hotels EMEA said in a statement.
Two more hotels are currently undergoing renovations and are scheduled to open in summer 2025. With support from Choice Hotels, Faranda is starting a program to refresh the hotels to implement Ascend Hotel Collection’s brand standards. Faranda will convert the properties and manage them in collaboration with Choice Hotels.
The hotels are spread across Spain’s northern provinces Galicia, Asturias and Cantabria, located in key cities such as A Coruna, Santiago de Compostela, Gijon, and Santander. Catering to a range of guests, they include: Faranda Rias Altas, Faranda Marsol Candas, Faranda Hotel Pathos Gijon, Faranda Alisas Santander, Faranda Los Tilos, Faranda Torrelavega and Faranda Las Lomas.
All the new properties will participate in Choice Privileges, the rewards program with more than 66 million members.
“After the efficient results achieved alongside Choice Hotels in Latin America, we firmly believe that this new phase of collaboration in Spain is a natural step to strengthen our alliance. Our 40-plus-year history in hospitality in Spain perfectly complements Choice’s vision, and together, we look forward to growing further and offering memorable experiences at each of our hotels,” said Carlos Fernández, CCO, Faranda Hotels & Resorts.
Founded by the Fernández family, Faranda has been widening its network in Spain and several other Latin American countries. The group’s current portfolio includes hotels in northern Spain, such as in Galicia, Asturias and Cantabria, as well as a robust presence in Latin America.
Choice Hotels EMEA currently has around 400 open hotels under four brands (Ascend Hotel Collection, Clarion, Comfort and Quality) across 17 countries.
