SILVER SPRING, Maryland – Caribbean hotels keen to boost their bottom lines and strengthen their position in the international marketplace are being offered big incentives by one of America’s leading lodging companies.
Choice Hotels International, Inc. (NYSE: CHH), with nine properties in the Caribbean region, confirmed its commitment to developing the region’s vital tourism sector by offering qualified hotels and resorts a 50 percent reduction in brand standard affiliation fees.
But it will not last forever.
Speaking to reporters at the recent Caribbean Hotel and Tourism Association’s Caribbean Marketplace in Jamaica, Jose Salvador Icaza, Director of Caribbean Franchise Development and Emerging Markets for Choice Hotels International, declared his company will offer half off the regular affiliation fee for qualified hotels which submit their affiliation application by March 31, 2011, and execute the affiliation agreement by June 30, 2011.
“This offer is for all of our brands,” explained Icaza, “so whether you’re interested in the power of a traditional Comfort or Quality brand or if you want to come as you are and join the Ascend Collection membership program for upscale hotels who do not have to conform to standard branding requirements, the offer is on the table.”
While all Caribbean hotels can benefit from the incentive, Icaza explained that Choice Hotels is heavily focusing its 2011 franchise development efforts in the markets of Aruba, Bahamas, Barbados, Bermuda, Jamaica, Puerto Rico, Saint Lucia, Trinidad and the United States Virgin Islands.