Choice Hotels™ International has reached a major milestone in its European growth strategy, announcing the addition of 50 new Quality Suites™ hotels across France. This expansion elevates its national portfolio to 107 properties and more than 4,800 rooms, marking a significant achievement for one of the world’s leading hotel franchisors. The development reinforces France’s position as a cornerstone in Choice Hotels™’ EMEA (Europe, Middle East, and Africa) growth plan, promising travelers an expanded range of premium accommodations in the country’s most sought-after destinations.
The newly added hotels will strengthen the brand’s footprint across 41 French cities, from cultural centers like Nice and Reims to business hubs such as Marseille, Toulouse, Bordeaux, Limoges, and Perpignan. Approximately 22% of these new properties are located in key economic zones, ensuring accessibility for both business and leisure travelers.
This expansion follows the company’s long-term partnership with Le Groupe Zenitude, established in April 2024, marking one of the most strategic alliances in Europe’s mid-range hospitality sector. Under this 20-year agreement, more than 30 aparthotels will join the Choice Hotels™ network, operating under the well-known Clarion™, Comfort™, and Ascend Hotel Collection™ brands.
Redefining Modern Hospitality in France
The addition of the 50 new Quality Suites™ hotels goes beyond numerical growth—it represents a reimagining of the hotel experience for today’s travelers. Each property blends the flexibility of apartment-style living with the trusted standards of international hotel brands.
Through collaboration with Zenitude Group, these new hotels will adopt a hybrid hospitality model that merges hotel comfort with residential flexibility. The properties will operate under co-branding concepts such as Quality Suites™ and Oui Seniors, catering to both short-term visitors and long-term residents aged 55 and above. This innovative approach allows the hotels to function as multi-purpose spaces—combining guest accommodations, serviced residences, and coworking areas under one roof.
The move reflects the evolving demands of modern travelers, particularly the growing trend of “bleisure travel”—where business and leisure seamlessly merge. The flexibility of the Quality Suites™ brand ensures guests enjoy extended-stay comfort, spacious layouts, and amenities that feel like home while maintaining the reliability of a globally recognized name.
Strategic Locations to Boost Tourism and Business Travel
Choice Hotels™’ new French properties are strategically positioned to serve key travel corridors, major airports, and transport hubs. This includes prime locations near Paris, Nice, Lyon, and Toulouse, as well as emerging regional cities experiencing growth in tourism and business travel.
France remains one of the most visited countries in the world, welcoming over 100 million international tourists annually. This expansion aligns with the French government’s tourism objectives to enhance accommodation capacity while promoting sustainable growth. The addition of these new hotels not only diversifies Choice Hotels™’ offerings but also contributes to regional tourism development by creating jobs and supporting local economies.
The move comes at a pivotal time as France prepares for major global events in the coming years, expected to draw millions of international visitors. With more modern, accessible accommodations across the country, Choice Hotels™ is well-positioned to capture the surge in travel demand.
Voices Behind the Expansion
David Beers, CEO of Choice Hotels™ International EMEA, emphasized the importance of France in the company’s global strategy:
“France has always been a cornerstone of our European portfolio. Our expansion with Zenitude solidifies our leadership in one of Europe’s most dynamic hotel markets. The addition of 50 new Quality Suites™ properties reflects our ongoing momentum and our commitment to providing flexible, future-ready accommodation for all travelers.”
Beers further explained that the Quality Suites™ brand represents the next evolution of mid-scale hospitality—offering contemporary design, extended-stay comfort, and innovative guest experiences that blend leisure, business, and community living.
Romain Lubrano, Co-Founder and CEO of Le Groupe Zenitude, also highlighted the mutual benefits of the collaboration:
“Partnering with Choice Hotels™ allows us to leverage their global reach and loyalty network while maintaining our focus on local quality and innovation. Together, we’re redefining what hospitality looks like in France—balancing flexibility, sustainability, and guest satisfaction.”
Sustainability and Smart Design at the Core
Choice Hotels™’ expansion strategy also underscores a growing commitment to sustainable development. The new Quality Suites™ properties are designed with eco-friendly principles in mind, emphasizing energy efficiency, water conservation, and reduced carbon impact. Many of the new hotels will feature smart technology that enhances the guest experience while minimizing environmental footprint.
By promoting adaptive reuse of existing buildings, the company is helping reduce construction waste and extend the lifecycle of urban spaces. This approach aligns with broader European sustainability goals and supports France’s ambition to maintain leadership in eco-conscious tourism.
Furthermore, the co-branding model encourages intergenerational living, creating community-oriented spaces that foster social connection—a key value in sustainable urban planning.
Benefits for Travelers and Loyalty Members
With this expansion, Choice Hotels™ offers travelers even greater access to its global network. Every property under the Quality Suites™ brand will participate in the Choice Privileges® loyalty program, enabling guests to earn and redeem points across more than 7,100 hotels worldwide.
This integration enhances the guest journey by providing seamless booking, personalized experiences, and consistent service across multiple destinations. Whether for a weekend escape, business trip, or extended stay, visitors can expect comfort, convenience, and quality that reflect Choice Hotels™’ global standards.
A New Era of Growth for France’s Hospitality Industry
Choice Hotels™’ latest milestone in France signals more than expansion—it marks the beginning of a new era in modern, sustainable hospitality. With 50 new Quality Suites™ hotels joining its portfolio, the brand is setting a precedent for how international hotel groups can collaborate with local partners to achieve scalable, sustainable growth.
As the French tourism landscape continues to evolve, Choice Hotels™ stands out for its ability to blend innovation with tradition, ensuring travelers experience the very best of France—comfort, culture, and community—wherever they stay.
This significant expansion reinforces France’s role as a cornerstone of global tourism while solidifying Choice Hotels™’ position as one of the most trusted names in international hospitality.
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