With effect from 1 July 2022, Choice Hotels in India will transition from a direct franchise market to a master franchise model.

Under this arrangement, Suba Group of Hotels will assume responsibility as master franchise holder for the 58 Choice Hotels properties open and under development in India, and hold the exclusive rights to develop the ClarionTM, QualityTM and ComfortTM brands in market.

All franchised hotels will remain within the Choice Hotels network under brand, and will continue to benefit from the extensive marketing, distribution, and franchisee performance services currently in place.

Choice Hotels Asia-Pacific CEO Trent Fraser said: “We’re incredibly excited to work with Suba Group of Hotels as we look to the next 15 years of portfolio growth for Choice Hotels in India.”

“Suba has an almost 30-year history in the region and has built a strong local offering in the midscale and upscale markets. Bringing the Clarion, Quality and Comfort brands to their portfolio is a natural fit, and we are delighted to welcome them to the Choice Hotels global network as a master franchisee.”

“The master franchise model has worked exceptionally well for Choice Hotels in other markets throughout Asia-Pacific, and indeed around the world. We’re confident in the collective value proposition this represents for current and prospective franchisees and are looking forward to welcoming many more properties to the Choice Hotels network in India through our collective efforts with the Suba team.”

Suba Group of Hotels Managing Director, Mansur Mehta said: “We are delighted to acquire the exclusive master franchise rights to Choice Hotels’ Clarion, Quality and Comfort brands in India.

“Our dedicated team are excited by the opportunity to service and further develop these trusted and well-recognised brands as we look to aggressively expand within the region”