Europe has been an engine of international growth for hotel brands, reflective of the continued strong post-pandemic rebound and growing investor appetite for asset-light business models in hospitality.
Amid this environment, Choice Hotels International, Inc. (NYSE: CHH), one of the world’s largest and most successful hotel franchisors, continues to gain strong traction with European hotel developers with its compelling proposition rooted in its portfolio of world-renowned brands, its personalized service model and industry-leading franchisee support system.
With interest rates easing, input costs stabilizing, and developers seeking reliable brand partners, Choice Hotels is achieving growing scale of its international footprint.
Europe is a key driver for international growth
So far in 2025, Choice Hotels has opened 31 hotels with over 3,300 rooms outside the U.S. , more than half of which were opened in Europe. More than 11,000 rooms have also been added to the pipeline over the same period, marking a 95% net pipeline increase internationally.
The continent has become a significant contributor to Choice Hotel’s global momentum.
With a strong region-driven approach, focused on adapting its brands and value proposition to owners and operators in EMEA, Choice Hotels has made significant progress in achieving its ambitious growth targets for the coming years.
“Europe represents a dynamic and strategic region for our global business,” said Ricardo Losada Revol, SVP and GM, International Division, Choice Hotels. “Our deepening presence reflects the strength of our local partnerships, the relevance of our brands in this market, and the reputation of our industry-leading franchisee-support system offering cutting-edge technology and personalised service designed to help owners succeed.”
Partnerships fuel market penetration
Thus far in 2025, Choice Hotels has added 19 new hotels across Europe, bolstering its presence in key sub-regions:
- Scandinavia - Five hotels joined via the long-standing relationship with Strawberry (formerly Nordic Choice Hotels), including Sweden’s world-renowned Ice Hotel, now part of the Ascend Collection. Four more are expected by year-end, with a strong pipeline into 2026.
- France - Choice Hotels relationship with Zenitude continues to grow, having successfully brought 34 new properties under the Choice Hotels brand umbrella by May 2025. This includes the new Comfort-branded aparthotels along the French Riviera and in Annecy. Both Zenitude and Choice Hotels are eagerly exploring additional opportunities to grow together in France and Europe.
- Spain - Choice Hotels relationship with Faranda Hotels, which spans across Latin America and Europe has added six hotels in Spain in 2024, with another two expected during 2025. It expects to add five more hotels in Spain this year, including those in collaboration with, Sercotel, another important partner in Spain.
These additions align with the wider European trend of regional platforms or brands aligning themselves with larger global groups, in order to benefit from their recognition and reach.
For the majority of global hotel groups, franchising is the preferred method of growth as it allows fast expansion and new market entries with limited capital intensity. Owners remain in charge of their hotel while benefiting from the systems and support these global groups offer, and partnering with local third-party operators ensures the hotel management is familiar with the local market.
The EMEA Market: Investor tailwinds and franchisee confidence
It isn’t just Choice Hotels realising the EMEA franchise growth opportunity, with STR and CoStar Group reporting franchise brand penetration now exceeds 55% in key Western European cities which is an all-time high.
JLL’s Hotel Investment Outlook 2025 also identifies the EMEA region as second only to APAC in hotel investment inflows, with franchise models preferred for risk mitigation.
For franchisees this trajectory signals stability and support particularly in tech-enhanced platforms that maximise guest engagement and optimise yield.
Technology as a differentiator
At the core of Choice Hotels’ global franchise model is a commitment to technology.
The recent integration with Mews, a leading cloud-based property management system, is a game-changer for European operators. Through seamless connectivity with Choice Hotel’s proprietary booking, distribution and loyalty platforms, it offers franchisees better data, improved operational control, and tailored guest journeys.
This investment in digital infrastructure also aligns with broader EMEA hospitality trends.
According to PwC’s European Hotel Outlook 2025, nearly 65% of operators cite “digital guest engagement and PMS integration” as a top priority for driving performance and loyalty in the next two years.
What This Means for Investors and Franchisees
For investors and franchise operators, the current EMEA hotel environment offers scalable brand opportunities, with global support and regional relevance, alongside improved cost efficiencies through plug-and-play tech platforms. This is in addition to diversification opportunities through extended-stay and upscale properties.
For franchisors it offers access to high-growth markets and secondary destinations that require deep knowledge of the local market and customs.
Choice Hotels’ model, which is underpinned by strong franchise relationships, locally adapted brand portfolios, and high-tech integration, positions them as a prime partner for long-term asset performance and value growth.
EMEA beyond the Franchise Frontier
From Sweden’s Ice Hotel to aparthotels on the Côte d’Azur, the European hospitality market is being reshaped by a surge in franchising momentum.
With investors developing a deeper understanding of operational real estate and different operating models, operators becoming more proficient in managing different assets under different brands (while leveraging local knowledge and scalability) and hotel groups offering an ever greater choice of franchise brands, hotel franchising is still set to grow in EMEA.
Franchising is now also expanding into new markets, where direct management or independently owner-operated hotels used to prevail, such as in the Middle East or Africa.
For investors, developers, and hoteliers alike, the message is clear: the EMEA hotel franchise market is no longer emerging - it has arrived.