Choice Hotels has signaled a major expansion in Saudi Arabia with plans to open ten hotels in the country within the next five years.
The company's European arm has rebranded as Choice Hotels EMEA as it continues its master license agreement with Seera Hospitality.
The first three properties – Clarion Jeddah Airport, Comfort King Road Jeddah, and Comfort Olaya Riyadh – are due to open at the end of this year.
“We are the only global hotel company to enter the Middle East market through Saudi Arabia, a country placing a substantive focus on developing travel and tourism. By entering the region together with a strong hospitality group, we strive to increase Choice Hotels footprint in the region. We have been focused on this approach for some time, so I am pleased to be continuing this agreement today," Choice Hotels EMEA CEO, Jonathan Mills, said.
“I look forward to the first properties opening within the third quarter of this year and am sure our guests will be excited by their offerings.”
Majed Alnefaie, CEO of Seera Group said: “Saudi Arabia is recording transformational growth through path-breaking initiatives, including a focus on strengthening the entire tourism sector. Together with Choice Hotels EMEA, we aim to set new standards in the Middle East hospitality sector. Across our portfolio of travel brands, Seera Group has several platforms to promote travel and tourism to achieve the Kingdom’s vision and this agreement continues to be a great step towards realising that vision.”
The announcement comes shortly after Helen ter Beek, senior director commercial and operation, and Edwin Broers, director deployment operations, joined the Choice Hotels Leadership team.