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Choice Hotels International, the global hotel group behind the Comfort, Quality and Clarion brands and one of the largest and most successful lodging franchisors in the world, announced that two more independently-run UK hotels have joined its network and become the Comfort Hotel Luton and the Clarion Collection Croydon Park Hotel.
The award-winning Croydon Park Hotel has been re-branded as the Clarion Collection Croydon Park Hotel. Located in the heart of Croydon town centre and only a short walk from East Croydon Station, it provides both business and leisure travellers with excellent transport links to both Central London and Gatwick Airport. The four-star hotel has 211 rooms located over five floors that include executive rooms, club rooms with big seating areas and family rooms. Guests also benefit from free parking as well as access to a health and fitness centre that boasts a pool, separate children’s pool, hot tub, sauna, solarium, gym and squash court. The hotel also offers conference and banqueting facilities for up to 220 people.
The Royal Hotel Luton, now the re-branded three-star Comfort Hotel Luton, has been re-furbished doubling the number of bedrooms available. Located in Luton’s centre and close to Luton Airport, it now has 44 en-suite bedrooms and offers free wireless and internet access throughout as well as tea and coffee making facilities. 14 complimentary parking spaces are also available for guests’ use.
Both previously run as independent hotels, they are now operated under franchise agreements with Choice Hotels Europe. The Clarion Collection Croydon Park Hotel is owned and operated by Kasterlee UK Ltd while Landlet Hotel Group owns and operates the Comfort Hotel Luton.
Duncan Berry, UK CEO, Choice Hotels Europe commented: “We are delighted to see the Clarion Collection Croydon Park Hotel and Comfort Hotel Luton join our global network of more than 6,100 hotels.”
Zaheed Nizar, Director, Landlet Hotel Group, who operate the Comfort Hotel Luton hotel under franchise agreement, commented: “We wanted to work with a strong global franchise brand and Choice Hotels Europe was the organisation that best matched our needs.”
Last month Choice Hotels announced the opening of the Comfort Inn Hyde Park in London, the eighteenth Choice Hotels brand property to open in the capital. These new openings form part of the strategy of Choice Hotels to grow its business by entering into more third-party direct franchising agreements with UK-based independent hoteliers, companies and individuals.
Benefits to independent hoteliers of operating under a Comfort, Quality or Clarion brand include reservations delivered through a central online booking system and third-party travel websites, marketing support and powerful seasonal and national advertising campaigns, as well as a large and experienced sales force able to negotiate with major travel agents. The company also operates an award-winning global loyalty programme with more than 12 million members.
The Choice Hotels Europe portfolio of franchised hotels offers business and leisure travellers a full spectrum from premium economy to luxury hotels. Choice Hotels Europe franchises nearly 500 hotels across Europe alone. Brands operated by Choice Hotels in Europe include Clarion which could be described as four-star, Quality, which sits in the three-star bracket and provides a mid-scale full service offering and Comfort, the largest Choice Hotels brand worldwide, known for value and reliability.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
