Amsterdam, 12 February 2024 – Choice Hotels EMEA, the 100% franchise-focused hotel company, has today added a 16th century hotel near Stratford-Upon-Avon, England, to its growing portfolio of Clarion properties.
The Clarion Charlecote Pheasant Hotel, which is full of character and historic charm, boasts 70 cozy, stylish rooms across four buildings – as well as a restaurant, bar, tennis court, meeting room facilities, and event space, including The Hampton Suite, a self-contained events space.
Owned and operated by Vine Hotels, the former farmhouse is situated in the quaint village of Charlecote, Warwickshire, just ten minutes away from Stratford-upon-Avon – a popular leisure destination famous for being William Shakespeare’s hometown. The town’s Shakespeare-themed attractions are frequented year-round by visitors from across the world, while the region also enjoys strong demand for meetings and events. Situated just four miles from the M40 and 18 miles from Birmingham International Airport, the hotel is easily accessed from all main transport routes.
The hotel will be reflective of Choice Hotels EMEA's new Clarion brand proposition that sees properties weave in local flavours that bring out their personality, to create a richer experience that caters to guests’ sense of style.
Clarion Hotels will share three key customisable hallmarks and identify both a unique signature item and one identifiable design element making a strong visual first impression. At the Clarion Charlecote Pheasant Hotel, these will be Shakespeare-themed, and guests will be encouraged to look out for the Story Cards and the Cabinet of Curiosities.
The Clarion Café will be the focal point of the hotel, offering a range of options to eat, relax and work throughout the day for guests and the local community alike. Alongside an all-day bistro-style menu including local and seasonal items, the Clarion Café will offer an evolving range of gourmet and specialty gifts, enabling hotels to drive additional revenue opportunities.
Since all Clarion hotels have the option of featuring a bar and artisanal pop-ups well placed for their neighbourhood, guests can also look forward to sampling a special gin in the bar, another signature item and hallmark at the property.
Commenting on the addition of the Charlecote Pheasant Hotel, Choice Hotels EMEA Head of Development, Arnoud Vink, said: “The addition of this charming hotel to the Choice Hotels portfolio further enforces our commitment to continuing to grow our UK portfolio, and our ambition to offer our guests exceptional experiences in unique locations across EMEA.
“With its picturesque surroundings and proximity to Shakespeare’s birthplace, our newest Clarion hotel is poised to become a sought-after destination for leisure and business travellers alike.
“We look forward to providing memorable stays to guests and offering them the unique and authentic experiences that our newly refreshed Clarion brand is known for.”
Garin Davies, CEO of Vine Hotels added: "The Charlecote Pheasant is a wonderfully historic hotel, set in an exceptional location at the heart of the country. The expert support and international profile of the Clarion brand will allow the hotel to develop a larger UK and international reputation. I am delighted that the hotel can now be shared with this wider audience."
The hotel also has a range of conference and meeting rooms available to suit the needs of business events. They can accommodate anything from six to 160 delegates with spaces that offer significant natural daylight.
All hotels under Choice Hotels EMEA participate in the Choice Privileges rewards program, enabling travellers to earn and redeem points for rewards nights stays at more than 7,500 hotels around the world. The property is expected to be particularly popular among the 63 million Choice Privileges members worldwide, since Stratford-Upon-Avon is renowned as the hometown of William Shakespeare, making it a destination of great fascination for many travellers.
Together with the rest of Choice Hotels EMEA’s portfolio, the Clarion brand is well underway on its major brand refresh, inspired by research into travellers’ expectations in key markets.
The Clarion brand framework enables each Clarion hotel to reveal its unique personality, encompassing food, art, design, local produce, lighting and music for its own local style.
For further information on Choice Hotels, please visit: https://www.choicehotels.com/en-uk.
For further information, please contact: Balint Brunner at Kershaw and Company
+4474 2314 8828 / balint@kershawandcompany.com
Notes to Editors
About Choice Hotels EMEA
Choice Hotels EMEA™ is represented under the Ascend Hotel Collection™, Clarion™, Quality™, Comfort™ and Sleep Inn® brands, in the UK, France, Germany, Austria, Spain, Ireland, Italy, the Czech Republic, Slovakia, Saudi Arabia and Turkey. Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. A challenger in upscale and a leader in midscale and extended stay, Choice® has more than 7,400 hotels, representing over 625,000 rooms, in 45 countries and territories. A diverse portfolio of 22 brands that run the gamut from full-service upper upscale properties to midscale, extended stay and economy enables Choice® to meet travellers’ needs in more places and for more occasions while driving more value for franchise owners and shareholders. The award-winning Choice Privileges® rewards programme and co-brand credit card options provide members with a fast and easy way to earn reward nights and personalized perks. For more information, visit www.choicehotels.com.
About Vine Hotels:
Vine Hotels owns and operates a portfolio of uniquely individual hotels and venues in the UK. Each distinctively different in style. All focussed on delivering a consistently high standard of guest experience.
Properties and locations range from the 16th Century former farmhouse, The Charlecote Pheasant, and historic Best Western Plus Mosborough Hall, Mercure Kenwood Hall Hotel & Spa, Bredbury Hall and The Old Rectory, to more modern venues such as the DoubleTree by Hilton Sheffield Park Hotel, Birmingham West Bromwich hotel and Best Western Cutlers Hotel. Other hotels and venues include: Whirlow Brook Hall, Best Western Cresta Court hotel, Best Western York House Hotel, The Dartmouth Hotel & Spa and Mercure Southampton Centre Dolphin Hotel.
Vine Hotels is owned by Greg Dyke (chairman), the former director general of the BBC and former chairman of the FA, and Garin Davies (chief executive), former divisional director of BDL Management and former main board director of Best Western. Vine Hotels presents a collection of hotels and venues that blends individual personality with genuine hospitality. For more details, visit: http://www.vinehotels.co.uk
Forward-Looking Statement
This communication includes "forward-looking statements" about future events, including anticipated hotel openings and a brand refresh for the regional brand portfolio of Choice Hotels EMEA. Such statements are subject to numerous risks and uncertainties, including construction delays, availability and cost of financing, acceptance of brands, and the other "Risk Factors" described in the Annual Report on Form 10-K and the Quarterly Reports on Form 10-Q of Choice Hotels International, Inc., any of which could cause actual results to be materially different from our expectations.
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