Hotels de Mexico; New Subsidiary to Direct
Franchising Efforts in Mexico
|Silver Spring, MD (July 23, 2004) —Worldwide lodging franchisor Choice
Hotels International (NYSE:CHH) has formed a new subsidiary, Choice Hotels
de Mexico, which will begin a direct franchising effort to introduce the
Choice Hotels brands to hotel owners and developers in the county.
The headquarters will be located in Mexico City, Mexico.
“Our move into the Mexican market is exciting and well overdue,” said Bruce Haase, Choice’s senior vice president, international division. “With the opening of a local office in Mexico City, we are aggressively promoting the development of our brands in the country signaling a strong commitment by Choice to the Mexican market.
Mexico is regarded by travelers as a top tourist destination and our development in the country will allow visitor to stay at properties they have grown to depend upon around the world.”
Choice Hotels has appointed Germán Fernández as managing director to oversee the company’s Mexico subsidiary. Having served as a development director with Grupo Posadas, the largest mid-market Mexican hotel chain, and as a franchise sales director for Holiday Inn Worldwide, Fernández brings significant hotel franchising experience in Mexico to his new role with Choice. In addition, Fernandez founded the Gymboree franchise in Mexico.
Haase said, “Germán’s franchising expertise and knowledge of the Mexican market will allow Choice to hit the ground running.”
Fernandez holds a Bachelor’s degree in business administration from the Instituto Tecnologico Autonomo de Mexico and serves as chairman of the Mexican Franchise Association.
Choice Hotels International is one of the world’s largest lodging franchisors, marketing more than 5,000 hotels open or under development in 44 countries and territories under the Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Econo Lodge, and Rodeway Inn brand names.
Choice Hotels International, Inc.
|Also See:||Bruce N. Haase Replaces Bruno Geny as SVP , International at Choice Hotels / Oct 2000|
|Mike Jackson Named President of Choice Hotels Canada and VP of International Operations for Choice Hotels / October 2003|
|Choice Brands Undergo Reimaging in South America / June 2001|