Competitive offers

Dublin. In his prelude speech to the Europe Convention of Choice Hotels in Dublin two weeks ago, Mark Pearce used the word "Guest" only once. Otherwise, the Senior Vice President International Division spoke of "Customer", "Client", "Consumer" and "User". This generally fitted to one of his first sentences: "Our goal is to increase the reservations!" The two together clearly show the compulsions in Europe by the second largest franchisor of the world: They must "Deliver" – and close the gap with the other, much more quickly expanding chains and franchisors. However, this is difficult with only three of the twelve US brands in continental Europe. As a result, Choice is currently questioning everything: The location strategy of their properties, the quality standards and the contracts. A great deal will probably change in the near future.