Progress Report: Choice Hotels Ireland

Times Online

SINCE its formation eight years ago Choice Hotels Ireland has become one of the country’s largest and fastest growing hotel groups, with almost 3,500 guest rooms and a turnover of €145m. With its Irish operation nearing completion, the group has ambitious plans to expand overseas,The challenges

The American-based Choice Hotels group comprises 12 hotel brands operating worldwide through franchisees. The group’s Irish franchisee is Choice Hotels Ireland, which is owned by a Cork-based business consortium made up of hoteliers and property developers.

The Irish operators selected three brands from the Choice Hotels portfolio to give them coverage in the budget, midpriced and four-star markets. These are Comfort Inns, Quality Hotels and Clarion Hotels respectively. The company’s main focus is on selling accommodation. This is different to the traditional hospitality sector model that relies heavily on sales of food and beverages.

In August 2004, the firm identified its challenges to the Enterprise Network as balancing seasonality, breaking into Britain and funding overseas expansion.