Choice hotels launches brands in New Zealand

1.20pm

New York-listed Choice Hotels International is looking to build three of its franchise brands in New Zealand.

Following its 2003 acquisition of Flag Choice Hotels, the world's second largest hotel franchisor is implementing a major rebranding and growth strategy here with the promise of offering local operators the chance to tap into an international marketing and distribution system.

Choice Hotels International, which operates in Australasia through its affiliate Flag Choice Hotels, has 5000 properties in 47 countries, with another 490 properties under development.

It is wanting to build the Comfort (3-1/2 star), Quality (4 star) and Clarion (4-1/2 star) brands here. Quality used to be controlled in New Zealand by CDL Hotels but those 16 hotels have been rebranded.

David Mercer, Flag Choice's franchise services director in New Zealand said the chosen brands offered options, from mid market to full service.

Sixteen properties under the Quality and Comfort brands were open for business on launch date today. Within a year the company hoped to have another 12.

Flag Choice works with independent operators, either existing hotels or new developments, and it provides the marketing. The company allowed a high degree of autonomy for its partners.

"Our business model is that of a pure franchise company. We don't own or operate a single hotel ourselves. That means our success is entirely dependent on the success of our brands and the franchisees."

It operates a loyalty programme and has partnerships with Qantas and Fly Buys and American Express. The organisation has 30,000 members in the Asia Pacific and 3 million in North America.

Mr Mercer said many travellers were looking for a guaranteed standard of service and the company operated a 100 per cent satisfaction guarantee, or a night's free accommodation.

Mr Mercer said New Zealand was a 'hot' destination on the crest of a great tourism wave at present.

However, he said other countries' turn would come and when that happened those operators that could offer the best mix of local hospitality and internationally recognised brands with extensive sales and marketing efforts would win out.

- NZPA