Choice Hotels continues to grow in the domestic market, with a particular focus on the midscale and upscale segments. It's likely to add more brands soon.
Investors liked the durability and continual operation of extended-stay hotels during the worst of the pandemic. But a $1.5 billion play for a portfolio and not even the entire WoodSpring Suites brand shows where investors see travel demand concentrating during the recovery.
It’s never too early to start planning for growth, but even bullish leadership teams need to focus on the uncertain near-term before playing offense with conversion targets.
Choice CEO Pat Pacious has demonstrated he's not one for a sleepy start as he settles into his new role as CEO. He's hit the ground running with the rollout of a new booking system and an acquisition that will help the company play ball in a competitive midscale and extended stay landscape.
It wouldn't be a proper end of the year in hospitality without at least one more merger or acquisition, right? Choice Hotels' purchase of WoodSpring Suites makes some sense as it bolsters its position in the midscale and economy extended-stay space.