Choice Successful in Recruiting Minority and First-Time Franchisees
MARCH 8, 2007. Choice Hotels International (NYSE:CHH) announced that domestic hotel franchise agreements with minority and non-lodging entrepreneurs increased 25 percent over 2005, with Choice's emerging markets team adding 35 new franchisees in 2006.
These new franchisees, who are African American, Hispanic, Native American, and non-traditional hoteliers, all have majority ownership of a Choice brand hotel.
"We are very excited about the tremendous progress we made in attracting diverse franchisees to the Choice family," said Brian Parker, vice president, emerging markets and new business development. "We will continue to conduct extensive outreach efforts to these underrepresented populations in the lodging community. Our goal is to introduce them to the concept of hotel investing and raise awareness about Choice Hotels and our brands as a potentially strong investment vehicle. We are very proud of our progress in this area, which we feel compares very favorably to other companies in the industry."
The emerging markets team executed franchise agreements for nine of Choice's ten brands, and the mix was balanced with 55 percent of its contracts for new construction hotels and 45 percent for conversion hotels. Deals were executed nationwide in 14 sates: Texas, California, New York, Maryland, Illinois, Mississippi, Colorado, Tennessee, Arizona, Florida, Indiana, Oklahoma, Louisiana and Connecticut.
A key component in raising awareness among minority and non-traditional hoteliers was Choice's launch of its emerging markets Web site dedicated exclusively to these populations, a first for a hotel company. The site, which can be accessed at http://www.choicehotelsfranchise.com/emerging_markets, provides potential franchisees with a wealth of information about hotel investments and Choice Hotels family of brands. The emerging markets team also hosted a series of well-attended seminars throughout the country that served to increase knowledge about Choice Hotels and its brands among African Americans, Hispanics and Native Americans.
Marriott International, Inc. (NASDAQ: MAR) is a global leading lodging company based in Bethesda,Maryland, USA, with more than 4,200 properties in 80 countries and territories. Marriott International reported revenues of nearly $14 billion in fiscal year 2014. The company operates and franchises hotels and licenses vacation ownership resorts under 19 brands, including: The Ritz-Carlton®, BVlgari®, EDITION®, JW Marriott®, Autograph Collection® Hotels, Renaissance® Hotels, Marriott Hotels®, Delta Hotels and Resorts®, Marriott Executive Apartments®, Marriott Vacation Club®, Gaylord Hotels®, AC Hotels by Marriott®, Courtyard®, Residence Inn®, SpringHill Suites®, Fairfield Inn & Suites®, TownePlace Suites®, Protea Hotels® and MoxyHotels®. Marriott has been consistently recognized as a top employer and for its superior business ethics. The company also manages the award-winning guest loyalty program, Marriott Rewards® and The Ritz-Carlton Rewards® program, which together surpass 50 million members. For more information or reservations, please visit our website at 
