CHOICE HOTELS EMEA HIGHLIGHTS THE IMPORTANCE OF FRANCHISE INDUSTRY AS IT RECORDS SIGNIFICANT INCREASE IN INTEREST FOR FRANCHISING

Choice Hotels EMEA has seen a marked increase in a new generation of energised entrepreneurs looking to “upgrade” their passion for hospitality and manage their own business through franchising.

Commenting on the importance of the franchise industry, especially post-pandemic, and the changing face of the hospitality industry Jonathan Mills, CEO Choice Hotels EMEA said: “Undoubtedly the pandemic has affected hospitality and whilst challenging and difficult, it has also afforded opportunity for the industry to review operations and change industry practices across many organisations. 

“Whilst the industry looks vastly different compared to 2019, and recovery trajectory predictions are at best hazy, we should continue to embrace the changing face of our industry.

“The industry continues to evolve at pace, and one of the most significant things we’ve seen in recent months is increased interest in franchising as we witness a new generation of energised entrepreneurs looking to more deeply engage and ‘upgrade’ their passion for hospitality and manage their own business.

“Whilst franchising has been a successful business model for years, in recent months we have seen an increased interest in franchising as a business format as many people look to franchising for the first time. We believe this is, in part, driven by a desire in people to seize new opportunities and take more control and shape their own futures. Franchising clearly is now seen as an exciting and diverse industry, especially for the entrepreneurial opportunities it provides. 

“Here at Choice Hotels EMEA we are the only international hotel group that chooses to focus exclusively on franchisees and their success and we have no managed or owned properties to support in EMEA. We empower our owners to be in business for themselves—but not by themselves.

“We have recently taken a very purposeful deep dive and review to consider how our operating model should be “future fit” for our franchisees, and guests, across EMEA.

“We know franchisees have their own vision for how they want to deliver a great hotel experience, whilst also driving investment performance.  Our goal is for franchising of the future to be far more than an exercise in compliance with a long list of brand standards. It should be a valued and trusted partnership that enables easy access to knowledge exchange for small business entrepreneurs. 

“As much of the world reopens and the pent-up demand for travel breaks out, we anticipate operating models will continue to adapt and hoteliers of the future will operate in a rapidly changing and evolving environment.”