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International Press Releases

Choice Hotels Emea and Seera Group Announce the Opening of a New Property In Riyadh, Saudi Arabia
  • The 88-room Comfort Hotel Riyadh Olaya is the latest property to open as part of a strategic agreement between Choice Hotels EMEA and Seera Group     
  • At least seven more hotels are planned to open under the agreement in the next five years


Amsterdam, February 20, 2023 – Choice Hotels Middle East (CHME) and Seera Hotels, a fully owned subsidiary of Seera Holding Group and the largest publicly listed travel company in the Middle East and North Africa (MENA) region, have opened a new property in Riyadh – Comfort Hotel Riyadh Olaya. 

The Comfort Hotel Riyadh Olaya has 88 guest bedrooms across eight floors. The hotel has three meeting rooms with conference capacity for up to 60 guests. 

Strategically located in a busy area of Riyadh, the hotel serves as a great starting point to explore nearby local attractions including The Sky Bridge of the Kingdom Center, Tree Tower, World Sights Park, King Abdullah Park and the Boulevard Riyadh City. 

Choice Hotels EMEA recently announced a refresh of the Choice Hotels EMEA branded guest experience including Comfort Hotels.  All refreshed Comfort hotels will deliver for today’s value-driven midscale traveller who wants the basics done brilliantly with exceptional convenience.  Exhibiting modern design, they will provide a warm, vibrant and friendly place to stay with energising casual spaces for socialising, relaxing, sleeping and working. 

This opening is the third hotel of an agreement between Choice Hotels EMEA and Seera Holding Group to open at least ten hotels in the Kingdom of Saudi Arabia within the next five years. The first two properties, Clarion Jeddah Airport and Comfort King Road Jeddah, opened in 2022. 

Commenting on the opening, Choice Hotels EMEA CEO, Jonathan Mills said “Our master license agreement with Seera Hotels will see seven more hotels open in the Kingdom in the next five years. The first two properties, Clarion Jeddah Airport and Comfort King Road Jeddah opened at the beginning of 2022 and I am delighted that Comfort Hotel Riyadh Olaya has now joined our portfolio. 

The new property has been designed with both a local and international audience in mind and I am sure our guests will be excited by its location and offering. Despite challenging times for hospitality, Europe and the Middle East have remained important growth markets for Choice Hotels and we maintain a firm focus on strategic growth that will drive brand preference and customer loyalty.

In addition to continued portfolio growth, our refresh programme of Choice Hotels' EMEA brands, targeting a range of guest profiles and segments and informed by independent research of midscale traveller perceptions, is underway across the region. I look forward to welcoming more CHME properties to our portfolio in the future.”

Shuja Zaidi, Seera’s Chief Hospitality Officer said: “We are excited to open Comfort Hotel Riyadh Olaya catering to the ever-increasing number of travellers to the city. Through our master license with Choice Hotels EMEA, we continue to champion the travel and tourism sector of the Kingdom by building best-in-class hotels to serve the needs of discerning travellers, support the development of the hospitality infrastructure and drive forward the goals of Saudi Vision 2030.”                                      

The opening of our latest hotel is the culmination of our continued efforts to develop a world-class hotel portfolio for our customers. With our ambitions to open at least seven more hotels in the next five years, CHME will expand the presence of Choice branded hotels across the Kingdom, with its signature offerings for a wide variety of travellers.” 

Last year Choice Hotels EMEA embarked on a brand refresh with a re-energisation strategy focused on offering relevant brands that deliver value to guests and generate revenue for its franchisees. 

Choice Hotels EMEA has five midscale brands for every guest need each with a distinct individual positioning. It is currently represented under the Clarion, Quality, Comfort and Ascend Hotel Collection brands. Comfort, Clarion and Quality are embarking on a refresh and the Sleep Inn brand, which is well established in other regions, has been newly introduced to EMEA. Plans for the Ascend Hotel Collection will be announced later this year. 

Seera is at the forefront of travel and tourism recovery efforts in the Kingdom and beyond, and as part of the agreement, there are currently several identified projects for Choice Hotels brands throughout Saudi Arabia in various stages of development.

For further information on Choice Hotels, please visit:


For further information, please contact: Katie Kershaw at Kershaw and Company
07539 437 238/


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 France, Germany, 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. With nearly 7,500 hotels, representing almost 630,000 rooms, in 47 countries and territories as of December 31, 2022, the Choice® family of hotel brands provides business and leisure travelers with a range of high-quality lodging options from limited service to full-service hotels in the upper upscale, upper mid-scale, midscale, extended-stay and economy segments. The award-winning Choice Privileges® loyalty programme offers members a faster way to rewards, with personalised benefits starting on day one. For more information, visit:


Forward-Looking Statement This communication includes "forward-looking statements" about future events, including anticipated development and hotel openings. Such statements are subject to numerous risks and uncertainties, including construction delays, availability and cost of financing 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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The Radisson brands, including Park Plaza, Country Inn & Suites, and Park Inn by Radisson, are owned in the Americas regions by Choice Hotels.
Outside of the Americas, the brands are owned by Radisson Hotel Group, an unaffiliated company headquartered in Belgium.