Choice Hotels CALA, properties that make a strong presence in Mexico, the Caribbean and Latin America

How was the company founded and what were its objectives?

The country's first hotel chain was born in 1939. From its beginnings as a small chain of roadside hotels to its current position as the largest hotel franchising company in the world, our company today is built on an outstanding history of innovation within the hospitality industry.

In 1939, seven independent hotel owners in Florida join forces and determine ways they can better meet the needs of their customers. In addition to sharing best practices, the group implements a system for referring business to one another. In 1941, the group formalizes their relationship, creating a membership association
called Quality Courts United, the nation’s first hotel chain. Headquartered in Daytona Beach, Florida, Quality Courts revolutionizes the industry by establishing a common set of quality standards and operating practices to which all properties within the association adhere. Quality Courts publishes the names of properties that meet these standards to create a guest referral network that
revitalizes each individual hotel’s business.

By 1946 the association grew to include 50 hotels, all known by the iconic Quality Courts logo that distinguished each property as a member of a select group of hotels with high standards. When the number of hotels reached 100 in 1952, association members had even more benefits available to them, including assistance with site selection, revenue projections and operations guidance
.

At this time, in which countries do you have a presence with properties?

Choice Hotels CALA is represented by the brands Ascend Hotel CollectionTM, ClarionTM, QualityTM, ComfortTM, Sleep InnTM, RadissonTM, Radisson BLUTM, Radisson REDTM, Park InnTM, Park PlazaTM and Radisson IndividualsTM in more than 20 countries in Latin America and the Caribbean with more than 175 hotels and 10,000 rooms. 

Choice Hotels International, Inc. is one of the world's largest hotel franchisors. A competitor in the upscale segment and a leader in the midscale and extended stay segments, Choice® has more than 7,400 hotels representing more than 625,000 rooms in 45 countries and territories. A broad portfolio of 22 brands ranging from upper upscale properties to economy hotels enables Choice® to serve more travelers at more times while generating value for its franchisees and
shareholders. The award-winning Choice Privileges® loyalty program gives members a fast and easy way to earn free nights and other benefits.

What brands does Choice Hotels have?

With 11 distinct brands in the region and more than 175 hotels, Choice Hotels® is never far from where you need to be. It features: Ascend Hotel Collection®, Comfort®, Sleep Inn®, Dream Better Here®, Quality®. Clarion®, Radisson Blu, Radisson, Radisson RED, Radisson Individuals and Choice Privileges® Loyalty Program.

How is the trade structure confirmed in the Americas?

Choice Hotels Cala (this is how we call ourselves for the entire region from Mexico, the Caribbean and Latin America), has a corporate office for the region in Mexico City, although it has coverage from several Latin American countries, to offer proximity to the B2B client and to all the hotels in the chain, with whom we collaborate very closely to obtain results.

How are you working to promote the different brands or the branding of the chain?

This year we launched a global campaign where we strengthened the idea of ​​the 11 brands “We are all Choice Hotels” on streaming and television platforms, which allowed us to reach South America for the first time as Choice and show travelers the brands and services we have for them.

What is your affinity program and what features does it have?

Choice Privileges is our loyalty program for frequent travelers. Travelers earn Choice Privileges Points on their stays to earn hotel rewards like free nights and airline miles whenever they stay at Choice Hotels. The program has more than 66 million members worldwide.

What are the short, medium and long term objectives?

Our goal is to bring the benefits of our award-winning loyalty program to more travelers in Mexico, Central America, the Caribbean and South America, such as free nights and airline miles with the main Partners in the region.