Choice Hotels Europe, the company behind the Comfort, Quality, Clarion and Ascend Collection brands in Europe, has signed a multi-unit development agreement with GVK Enterprises, a hospitality management and development firm, to introduce and establish a hotel portfolio in Greece. Choice Hotels Europe is part of Choice Hotels International, Inc., one of the world’s largest lodging companies.
According to an announcement, Choice anticipates that the first property under the agreement will open by the summer of 2017 under a Comfort flag in Athens. Thereafter, four additional properties are expected to be developed on the Greek mainland and islands under the Comfort, Quality and Clarion brands.
“We are thrilled to be expanding our European portfolio to Greece, an important travel and tourism destination that has shown signs of strong recovery and positive forecasts”, Mark Pearce, senior vice president, international division, for Choice Hotels, said. “Choice wants to support and participate in this recovery and we have every confidence that our brands will thrive in such a dynamic market.”
The Choice Hotels Europe portfolio of franchised hotels offers business and leisure travellers a full spectrum of options from premium economy to upscale hotels. Choice Hotels Europe franchises nearly 500 hotels across Europe that are either open or under development.
On his part, George Kontos, President, GVK Enterprises, said that the company is proud to be able to bring Choice to a land filled with so much history and culture.
“I’m delighted to work with Choice Hotels and bring their Comfort, Quality and Clarion brands to the Greek capital and islands. We look forward to helping them develop a portfolio of hotels that will appeal to international travelers visiting Greece for either business or pleasure”, Kontos said.
“Greece has always been one of the most popular tourism destinations and we look forward to sharing the food, hospitality and beaches with the rest of the world through the millions of guests of the Choice family.”
This agreement follows several other EMEA market portfolio expansions that Choice has announced in 2016. In April, the company announced it had signed an agreement to deliver approximately 25 hotels and 8,000 rooms in UAE and Saudi Arabia by 2021. Other deals signed include establishing multiple hotels in Belgium and the co-branding of 19 properties in Germany, Austria and Hungary under the Comfort and Quality brands. Choice recently launched its upscale Ascend Hotel Collection brand in the UK and France, with Turkey to follow in 2017.