Choice Hotels Canada has reached a new milestone – its 25th
year of business in Canada. Officially formed on June 21, 1993, through a 50/50
joint venture between
Choice Hotels International and Journey’s End, the company started with 173
hotels across the country, including the Comfort, Quality and Econo Lodge
Today, the company has almost 350 franchised hotels
currently open or under development and 10 different brands covering categories
from extended stay to upscale.
Even prior to the formal arrangement in 1993, Choice had a
longstanding history in Canada. In 1955, the first Quality Court, an early
iteration of a Choice hotel, opened in Summerside, PEI. This property continues
to operate in the Choice Canada system today as the Quality Inn & Suites
Garden of the Gulf. Choice’s well-known Comfort brand also entered the Canadian
market in 1989, followed by the introduction of Econo Lodge in 1990.
“In 1993, we had 173 hotels, largely in Central Canada, Ontario and Quebec, and largely Journey's End,” said Brian Leon, Choice Hotels Canada. “Fast forward a whole bunch of years and we've grown an awful lot — to almost 350 properties open or under development.
company, we take great pride in our success, both globally and within our
market, where we have grown substantially in the past 25 years,” added Leon, who has been with the company for more than 11 years.
“We have been leaders in innovation and
guest service, and the Choice Privileges rewards program has consistently been
named one of the best. I am so proud to be part of such a wonderful company and
look forward to continuing to work with properties that provide the support,
service and amenities today’s travellers are looking for.”
On June 21, Choice Hotels Canada celebrated the milestone with a dinner for team members, franchisees and board members. “It was a low profile way to celebrate, but I'm really looking forward to a big celebration at Fall Conference in Niagara Falls, October 9-11. We will be having a gala dinner at a winery. We will also be doing something really special to mark the occasion, but I don't want to talk about it yet.
“There is so much exciting news. We've had growth, but we've also had meaningful gains in the performance and strength of the system,” Leon said. “We've had more than $100 million in capital investments in existing properties over the last few years, and record new-build development. We've got great momentum going forward.”
In honour of its 25th anniversary, below is a look back
at some of the key milestones:
1993: In the first half of the year, there are 54 Choice branded
properties across Canada. Following the creation of Choice Hotels Canada, the
company has 173 properties.
1994: The Clarion hotel brand enters Canada with its first property,
followed by Sleep Inn in 1996 and Comfort Suites in 1998.
2005: The Choice Privileges rewards program launches in Canada.
2009: Ascend Hotels Collection opens its first Canadian property —
Inn on the Lake in Fall River, Nova Scotia.
2012: The company surpasses 300 properties in Canada.
2013: Choice Privileges membership in Canada reaches 1 million.
2015: Choice unveils a new corporate identity and tagline, “You
always have a Choice”, focusing on bringing people together.
2016: Choice Hotels unveils its revamped Choice Privileges program,
with increased member perks, including digital gift cards and the
industry-leading Your Extras, offering midweek guests an extra reward.
2017: The Choice Hotels Canada Foundation, established in 2011,
launches its first Book to Build campaign, raising more than $100,000 for
Habitat for Humanity. Choice Hotels Canada moves its corporate headquarters and
more than 45 employees from Explorer Drive to a new facility on Spectrum Way,
reaffirming its commitment to the local Mississauga, Ontario economy.
2018: Choice Hotels launches choiceEDGE, a cloud-based global
reservation system and the first major central reservation system from a hotel
company in 30 years. Choice Privileges membership in Canada reaches 2 million. A
new logo is unveiled for Comfort, highlighting the brand’s commitment to
delivering a more consistent, up-to-date guest experience.