Choice Hotels, which operates the Quality and Comfort brands, is looking to expand its UK portfolio by a further 20 hotels and plans to carry out a series of upgrades at its existing properties.
The company, which mainly franchises hotels, has just opened its 47th property in the UK in Maida Vale, West London.
The group said it had identified 40 markets within the UK where it would like to have a presence but added it is now in the process of narrowing the target down to 20.
Choice Hotels is also asking its property owners to carry out a series of upgrades across its entire portfolio in order to improve the “overall brand standard”.
Duncan Berry, chief operating officer of Choice Hotels, said: “The majority of franchisees have already made investments to get them up to standards - we’ve sent someone round to each of the properties and made a list of what needs to be done and a property improvement plan.
“We’ve been reasonable about expectations given the current economic climate. There may be furrowed brows but they understand that we need to make sure all the properties fulfil the brand.”
Berry added that he had terminated the agreement with the Real Hotel Group because their properties didn’t meet Choice’s brand expectations.
“The consistency of a brand is so important – currently there are two or three properties that still need work and I’m not afraid to remove them from the system if they don’t bring themselves up to brand standard,” he said.
“I welcome that if it means we will perceived in a stronger light and for us to continue to expand long term.”
Choice Hotels currently operates 22 Quality, 24 Comfort, and one Clarion branded hotel in the UK.
Choice Hotels International ends franchises with Real Hotel Group >>
Choice Hotels adds two hotels in New Zealand and other international hotel news >>
Choice Hotels Europe appoints new chief executive >>
By Gemma Sharkey
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