5 MINUTES WITH JONATHAN MILLS, CEO OF CHOICE HOTELS EMEA

We sat with Jonathan Mills, CEO of Choice Hotels EMEA, to get the lowdown on Choice Hotels and his role in overseeing the company’s investments across the EMEA region.

Choice Hotels is one of the largest and most successful lodging franchisors in the world. What makes it unique?

What sets us apart from other hotel chains is that we are the only international hotel group focused exclusively on franchisees and their success. We do not have any managed or owned properties in the EMEA region; we are exclusively franchisee focused, and this drives our every decision. We empower our owners and offer a franchisee model – a flexible proposition within an agreed-upon framework.

What can you tell us about Choice Hotels EMEA master license agreement with Seera Group and the company’s ambitions to expand its footprint in the MEA region?

We are the only global hotel company to enter the Middle East market through Saudi Arabia. Thanks to our master license agreement with Seera Hospitality, 10 hotels are slated to open within the next five years.

By partnering with a strong hospitality group, we strive to increase Choice Hotels’ footprint in the region. We continue to look to develop similar partnerships in other countries in the Middle East and in Africa as part of our ambitious growth strategy.

Aside from the Saudi market partnership, which countries are you interested in entering and what type of partnerships are you seeking?

We are focused on being a preferred option for hoteliers across the Middle East who may be looking for business support, with proven success rates, especially if they wish to continue to boost their business following large events or activities in their region.