An initial nine hotels run by regional UK operator Akkeron Hotels are to operate under Choice Hotels franchise agreements.
This comes as part of a strategic relationship struck between the two companies. Akkeron runs 34 hotels.
The nine hotels will represent an almost 25% increase in the Choice Hotels UK portfolio and an additional 611 rooms.
Choice said the agreement forms a “critical part” of its growth strategy to offer financial support to boost development in key international markets.
Under the agreement, Akkeron hotels in Bristol, Bury St. Edmunds, Colchester, Peterborough and Kings Lynn will be rebranded under the Quality brand and another four hotels located in Winchester, Darlington, Ringwood and Stevenage will operate under the Clarion Collection brand.
The newly branded Choice hotels, Quality Hotel Bury St. Edmunds, Quality Hotel Peterborough and Clarion Collection Cromwell Stevenage, are anticipated to come online within the Choice Hotels Europe system by the end of February. The remaining Quality and Clarion Collection brand hotels are expected to come online throughout 2013.
Choice UK chief executive Duncan Berry said: “Akkeron is a strong hotel operator and an ideal company for Choice Hotels Europe to work with and grow its presence in the UK.
“The agreement initially will focus on rebranding nine hotels with the opportunity to discuss rebranding further Akkeron hotels in the future.”