Choice’s Joyce doesn’t rule out buying another chain

Steve Joyce, president and CEO, Choice Hotels International

LAS VEGAS-There are two notable gaps in Choice Hotels International's portfolio of brands-an upscale full-service brand and an upscale extended stay brand to complement its 10 existing flags and the Ascend Collection.

"We've made it no secret," president and CEO Steve Joyce said. "Where we really play is in the moderate tier and below, which is half the business. We'd like to play in the other half (of the business)," he told reporters at a media briefing at the company's Annual Convention held in at Mandalay Bay in Las Vegas May 4-6.

A full-service brand in the four-star category that could be positioned as a value-oriented offering would be an interesting addition to the Choice lineup, Joyce said. He added that an upscale extended-stay brand would go well with the company's MainStay Suites and Suburban Extended Stay Hotel brands.

He said that there could be some opportunities in today's stressed market.

"We don't wish ill on anyone, but if they are ill we'd like to help them out and take them off their hands," he said.

During the Corporate Sessions, Joyce pointed to India as one market where Choice Hotels International sees tremendous opportunity for its mid-scale brands.  The company hosted education sessions at the conference, to highlight its presence in India.

"In Canada, a lot of our franchisees have roots in India, and they're interested," said Brian Leon, Choice Hotels Canada's managing director for franchise growth and administration.  "They're asking questions fairly regularly.  There's growth both in Canada and overseas markets, and on occasion we refer them down to the U.S."

While Choice Hotels Canada is responsible for seven of the Choice brands, plus Ascend Collection in Canada, Mainstay Suites, Suburban Extended Stay and Cambria, are franchised through Choice Hotels International.

At the Corporate Session, Joyce pointed out that Choice Hotels International had opened its first international MainStay Suites properties in Canada, the MainStay Suites properties in Edmonton and Winnipeg.

"We've got another real star in Ascend Collection," noted Joyce. "With Ascend Collection, we have added upscale properties in many urban locations where we lack distribution today.  As with Cambria Suites, we're attracting a new set of guests - guests that will stay with Choice brands for their other stay occasions.