Multinational hospitality company Choice Hotels EMEA has signed a new distribution agreement with Spanish hotel chain Sercotel, marking a pivotal development in a collaboration that has been ongoing since 2018. 

The strategic agreement solidifies the companies’ partnership, steering their collective focus towards commercial and marketing endeavours geared at generating incremental revenue.

The two have embarked on a comprehensive “European roadshow,” strategically targeting corporate clients in the UK, France, Germany and the Netherlands.

With an emphasis on meetings, incentives, conferences and exhibitions, Choice Hotels EMEA and Sercotel are planning a co-branded booth and client event at the Incentives, Business Travel and Meeting World event 2023 in Barcelona, Spain.

Raul Ramirez Sanchez, chief segment and international operations officer, Choice Hotels, said in a statement: “Our five-year collaboration with Sercotel Hotels is a testament to our shared vision to build a mutually beneficial relationship and leverage synergies between our two companies. We have a productive collaboration to date and this new distribution agreement further supports our growth strategy in several key markets across EMEA [Europe, the Middle East and Africa].”

José Rodríguez, CEO at Sercotel, echoed the sentiment, adding: “With this distribution agreement, we take a significant step forward in our international growth, enabling us to boost our business in key European markets, in the United States, and in others global markets where Choice has a presence.”

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By GlobalData

This strategic partnership not only signifies a strengthened bond between Choice Hotels EMEA and Sercotel but also positions them for accelerated growth in key markets.

Choice Hotels added that Sercotel has witnessed unparalleled growth among Spanish hotel groups in recent years.

The two hotel companies initially announced an alliance in 2018 with the aim that Choice’s hotel brands would leverage the hotel management arm of Sercotel, building Choice’s brand awareness and distribution channels.

The initial alliance focused on expanding the Choice portfolio in Spain and Latin America.