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International Press Releases

Choice Hotels EMEA and Sercotel sign distribution agreement
  • Choice Hotels EMEA and Sercotel have signed a new Distribution Agreement covering key international feeder markets into Spain 
  • Choice Hotels EMEA and Sercotel will undertake joint commercial and marketing activities over the coming months, including a European roadshow and will have a joint presence at IBTM World 2023

Amsterdam, 23 November 2023 – Choice Hotels EMEA, the 100% franchise-focused hotel company, has signed a new Distribution Agreement with leading Spanish hotel chain Sercotel.  

Choice Hotels EMEA and Sercotel have collaborated since 2018 to bring together Choice’s and Sercotel’s distribution channels and this new Distribution Agreement will see the two companies undertake commercial and marketing activities focused on driving forward incremental revenue. 

The companies have embarked on a European roadshow to showcase their joint portfolio to corporate clients across the UK, France, Germany and the Netherlands. 

A key focus for both is MICE and Choice Hotels EMEA and Sercotel will target the MICE industry through a co-branded booth and a client event at IBTM World 2023 in Barcelona.

Raul Ramirez Sanchez, Chief Segment & International Operations Officer said “Our five-year collaboration with Sercotel Hotels is a testament to our shared vision to build a mutually beneficial relationship and leverage synergies between our two companies,” 

“We have a productive collaboration to date and this new distribution agreement further supports our growth strategy in several key markets across EMEA. We look forward to continuing to expand our joint presence across the region over the years to come.”

José Rodríguez, CEO at Sercotel, added: "Continuing our alliance with Choice Hotels EMEA is excellent news. With this distribution agreement, we take a significant step forward in our international growth, enabling us to boost our business in key European markets, in the United States, and in others global markets where Choice has a presence."

Sercotel has seen the highest growth levels of most Spanish hotel groups the in recent years.

For further information on Sercotel, please visit:

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™ and Comfort™ brands, in France, Germany, Italy, the Czech Republic, and Turkey. Choice Hotels International, Inc., the parent company of Choice Hotels EMEA, with more than 7,000 hotels representing nearly 600,000 rooms, in 35 countries and territories, is one of the largest hotel groups in the world (as of December 31, 2021).  

About Sercotel Hotels

Sercotel is a leading hotel chain with 3 and 4-star hotels and apartments in key cities right across Spain and Andorra. It has 3 and 4 star hotels, and apartments, in first-class cities. The company's purpose is for its guests to forget about the little things in their lives when they stay in their hotels, so they can focus on being the best version of themselves. 

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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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.