Choice Hotels Emea signs strategic partnership agreement with BHG

Agreement provides an opportunity to expand presence for both companies throughout Europe providing even more options for travellers looking for upscale and midscale hotels.

Amsterdam, 15 May 2023 – Choice Hotels EMEA, the 100% franchise focused hotel company and Borealis Hotel Group (“Borealis”), a European hospitality company, have signed a strategic partnership agreement to expand their European portfolios. Through this agreement, Borealis will have the ability to franchise upscale and midscale hotels from the Choice Hotels EMEA portfolio of brands, across the territories they currently operate including The Netherlands, Belgium, France, Germany, Austria, Spain and Denmark and look for new opportunities in other European countries. All hotels under Choice Hotels EMEA participate in the Choice Privileges loyalty program, enabling travellers to earn and redeem points for Rewards nights stays at more than 7,500 hotels around the world.

Commenting on the new strategic partnership, Jonathan Mills, CEO of Choice Hotels EMEA, said: “Growing our portfolio of franchised hotels, so travellers have more options to choose from when traveling across Europe, is a significant focus for us at Choice Hotels EMEA, and this new agreement further enables us to continue growing in markets where we already have a presence and potentially enter new ones.

“We have an ambitious growth strategy in the EMEA region, and this new strategic partnership agreement with Borealis Hotel Group presents an exciting opportunity for us to grow and realise our mission to build a scalable network of high-quality hotels across Europe.

“Building on Choice Hotels’ 80-year global legacy, the agreement will also see Borealis benefit from our commitment to enhancing performance exclusively for franchisees. Our newly refreshed brands and their brand hallmarks are designed to offer an exceptional guest experience, while supporting short-term revenues and driving long-term equity gains for the Choice Hotels EMEA portfolio.

“We look forward to working together to deliver this over the next decade.”

Bart Van de Kamp, CEO of Borealis Hotel Group, said: “Our strategy is to accelerate our growth as a European hospitality company, based on strong relationships and partnerships with international hotel brands and other partners. We are therefore very pleased to have been able to add another international hotel brand as a franchisor with its own newly refreshed concept, to our highly valued group of partners.”

“Choice Hotels EMEA is in the process of repositioning its Comfort™, Quality™, Clarion™, and Ascend Hotel Collection™ brands, and has recently introduced its Sleep Inn™ brand – already well established in other markets – to the EMEA region. With our passionate team we look forward to being part of this repositioning process.”

Alongside the milestone agreement with Borealis, Choice Hotels in EMEA is actively looking for midscale and upscale hotels to join its fast-growing portfolio.

For further information on Choice Hotels, please visit:

For further information, please contact: Katie Kershaw at Kershaw and Company 07539 437 238 /


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