Choice Hotels Europe, an international hotel franchise that owns a number of hotel brands, has opened its latest Quality Hotel in Birmingham, UK through a direct franchise agreement. This latest agreement builds further on the company's strategy to grow its business by entering into more third-party direct franchise agreements with UK-based companies and individuals.

CEO of Choice Hotels Europe, Duncan Berry, said: "We are delighted to have secured this latest direct franchise agreement and are interested in working with other individual hoteliers and independent hotel groups who want to benefit from a global brand and worldwide infrastructure that Choice Hotels International provides."

Choice Hotels Europe's portfolio of franchised hotels offers business and leisure travellers a full spectrum from premium economy to luxury hotels. Choice Hotels Europe franchises nearly 500 hotels across Europe alone, which are now benefiting from an enhanced brand standards programme which includes free WiFi or internet access, upgraded bedding and a consistent breakfast offering.

Published: 3 March 2010

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