Choice Hotels International is hoping that the rolling-out of a new $11m (£7.6m) technology infrastructure plan in Europe and other markets outside the USA will encourage more properties to sign up as franchisees to one of its four brands - Comfort, Quality, Sleep Inn or Clarion.
Investment in the web-based system aims to standardise Choice's technology platform, automate back- and front-office processes at franchised hotel properties and drive increased reservations to its hotels.
"The groundwork for this investment is currently under way in Europe and other markets and the next two years will see significant initiatives launched to meet the need of our growing international business and accelerate our global growth," said Mark Pearce, senior vice-president of Choice's International Division.
Following testing of the product in some of the company's 41 UK hotels later this year, it will be installed in all UK properties during 2011.
Choice Hotels International currently franchises more than 6,000 hotels globally, representing around 485,000 rooms. Recent openings in the UK include Quality Hotel Maitrise in Maida Vale, Quality Hotel Crewe Arms, Quality Hotel Reading and Quality Hotel Birmingham/NEC. A further eight properties in the UK are expected to sign up to either the Quality or Comfort brands, during 2010.
Choice Hotels to expand UK presence with 20 new properties>>
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By Janet Harmer
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