Choice Hotels International, Inc. (NYSE: CHH), one of the world’s largest hotel franchisors, is rapidly scaling its global footprint in 2025 with strong gains across international markets, particularly in the upscale and upper-upscale segments. So far this year, the company has integrated 31 hotels totaling over 3,300 rooms outside the U.S. and added more than 11,000 rooms to its international development pipeline—representing a 95% net pipeline increase since January.
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Choice Hotels InternationalChoice Hotels International, Inc. (NYSE: CHH), one of the world’s largest hotel franchisors, is rapidly scaling its global footprint in 2025 with strong gains across international markets, particularly in the upscale and upper-upscale segments. So far this year, the company has integrated 31 hotels totaling over 3,300 rooms outside the U.S. and added more than 11,000 rooms to its international development pipeline—representing a 95% net pipeline increase since January.
Global Growth Fueled by Upscale and Strategic Partnerships
A key driver behind this growth is Choice Hotels’ focus on expanding in high-demand regions through brand introductions and strategic partnerships. Notably, Radisson Blu and Cambria Hotels are entering new markets such as Argentina and Canada, respectively. In China, Choice has announced a major distribution and franchise deal with SSAW Hotels & Resorts, adding 68 upscale and upper-upscale hotels with more than 9,500 rooms to the Ascend Hotel Collection. This includes notable properties such as the Garden SSAW Hotel Beijing and Narada Grand Hotel Zhejiang, both highly regarded among business travelers and luxury seekers.
This growth is further supported by Choice’s investment in hotel technology through its collaboration with Mews, a modern property management system that integrates with Choice’s proprietary tech platform. This gives franchisees access to smarter, more streamlined operations and a broader suite of tools designed to improve profitability and guest satisfaction.
Strengthening Presence in the Americas
The Caribbean and Latin America remain vital regions for Choice Hotels, with over 180 properties and 25,000+ rooms. New openings in 2025 include the Radisson San Luis Potosí in Mexico, Radisson Riviera Panama, and V Grand Hotel Medellin in Colombia under the Radisson Individuals brand. The company is set to debut the Radisson Blu Bariloche in Argentina this year, a lakeside retreat in Patagonia, along with new entries in Chile and Suriname. Choice also renewed its 20-year Master Franchise Agreement with Atlantica Hospitality International in Brazil, a relationship that spans 27 years and covers nearly 70 hotels.
Asia-Pacific Expansion and Brand Diversification
Choice is reinforcing its position in the Asia-Pacific through both midscale and upscale brand growth. The SSAW partnership significantly expands its upscale inventory in China, while new Comfort Inn and Clarion hotels have opened in Australia, Japan, and India, with more planned throughout the year.
European Growth Through Strategic Alliances
In Europe, Choice has added 19 hotels this year, leveraging partnerships with groups like Strawberry (formerly Nordic Choice Hotels) in Scandinavia and Zenitude in France. Highlights include the Ice Hotel Sweden, part of the Ascend Collection, and an expanded Comfort aparthotel portfolio in France and Spain. The company expects to add more hotels in Spain through Faranda Hotels and Sercotel by year-end.
Cambria Comes to Canada, Ascend Expands in Quebec
Choice has announced its first Cambria Hotel in Canada, set to open in Thunder Bay, Ontario by 2026. Designed for business travelers and adventure enthusiasts, this marks a significant milestone in the brand’s international expansion. Meanwhile, the Ascend Hotel Collection will nearly double its presence in Quebec with six openings in 2025, alongside two new properties in British Columbia.
Loyalty as a Global Unifier
All international properties participate in Choice Privileges, the company’s award-winning global rewards program, which spans over 7,000 properties in nearly 40 countries and territories. The program includes over 180,000 upscale and luxury rooms, giving members access to valuable perks and free nights across a growing global portfolio.
“Our international momentum is a direct result of our high-touch support model, proven franchisee systems, and continued investment in technology,” said Ricardo Losada Revol, SVP & GM of Choice’s International Division. “We’re well-positioned to reach new milestones across markets, brands, and guest segments.”
As 2025 unfolds, Choice Hotels’ strategic focus on upscale growth, market partnerships, and loyalty integration continues to set the foundation for long-term global success.
Source: Choice Hotels International.
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