Choice Hotels has stepped up brand standards for its Clarion, Quality and Comfort hotels in Europe to give guests a more upmarket experience.
About 30% of its UK hotels have been dropped from the portfolio because they were unable to meet the new standards, including 18 Real Hotel Company properties.
The new standards include upgraded bedding, free high-speed internet access and a high-quality breakfast. The company aims to ensure all its hotel franchises have more consistent and upmarket offering for guests.
Choice Hotels intends to expand its Quality brand in the UK, with the next hotels planned for Crewe and Reading. Chief executive Duncan Berry said the company was also working on a Comfort hotel in Blackpool and a Clarion in Northern Ireland.
He said: “There are many markets where Choice would like to have a presence. We are in a good position because we have hotels at different price points. We are being careful not to discount too much through the recession, so we’re looking to add value instead.”
The group has 48 hotels in the UK, including the new Quality Maitrise hotel in Maida Vale, London. It is now offering travel agents the chance to win a weekend at the property. The agent who books the most nights at the hotel between July 16 and September 30 will win.