Choice Hotels EMEA, the 100% franchise-focused hotel company, has signed a new Distribution Agreement with leading Spanish hotel chain Sercotel. Choice Hotels EMEA and Sercotel have collaborated since 2018 to bring together Choice’s and Sercotel’s distribution channels and this new Distribution Agreement will see the two companies undertake commercial and marketing activities focused on driving forward incremental revenue.

The companies have embarked on a European roadshow to showcase their joint portfolio to corporate clients across the UK, France, Germany and the Netherlands. A key focus for both is MICE and Choice Hotels EMEA and Sercotel will target the MICE industry through a co-branded booth and a client event at IBTM World 2023 in Barcelona.

Raul Ramirez Sanchez, Chief Segment & International Operations Officer said: “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. We look forward to continuing to expand our joint presence across the region over the years to come.”

José Rodríguez, CEO at Sercotel, added: “Continuing our alliance with Choice Hotels EMEA is excellent news. 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.”

Sercotel has seen the highest growth levels of most Spanish hotel groups the in recent years.