International expansion represents one of Choice's major growth
opportunities. Choice is focusing on growth in high-potential key countries that are
receptive to franchised lodging where brand equity can rapidly be established.
The strategy is to build a solid foundation of quality partnerships through joint
ventures with experienced owner-operators and master franchise agreements in cases where
the partner has an existing base of hotel operations to build upon.
Implementation of this plan is moving forward with the development of a comprehensive
international marketing strategy and the establishment of an effective international
franchise service delivery system.
Developing an International Marketing Stategy
International brand standards will be uniformly defined, and marketing programs will be
designed for maximum impact on a country-by-country basis.
Additionally, Choice will build sales through its recently launched global sales
strategy by working with tour operators and travel agents and by leveraging existing
resources such as the CHOICE 2001 reservation system and the worldwide sales force.
Establishing an Effective Service Delivery System
The establishment of an effective international franchise service delivery system is
founded on the need to deliver franchising "know-how" to Choice's overseas
Choice will create an international structure parallel with its domestic organization
that will deliver personalized service to each of its international franchises while
enforcing standards and driving franchisee RevPAR performance.