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Choice Hotels relaxes rules and fees to help franchisees

Sarah Stowe

International franchise group Choice Hotels Asia-Pacific is fighting back against the challenges of COVID-19.

Choice Hotels Asia-Pacific CEO Trent Fraser said the business is taking steps to mitigate the long-term impacts of this crisis on franchisees.

“There’s no doubt the COVID-19 crisis has hit the hospitality industry hard and with many of our franchisees being small business owners we recognise they are hurting,” said Fraser. 

“We appreciate the commitment that our hotel owners have to their staff, guests and communities, and we are taking action to support them with tools and resources to assist with daily operations, to help address issues impacting guests, and ultimately help a return to recovery as we move through this situation,” he added. 

How is Choice Hotels Asia-Pacific supporting its franchisees?

The hotel group is:

  • Suspending a variety of fees including reputation management fees and guest relations handling fees 
  • Assisting franchisees in managing guest reservations and cancellations 
  • Pausing quality assurance reviews 
  • Suspending certain brand standards (for example, relaxing requirements around facilities like restaurants, pools, gyms, to comply with government regulations), creating more flexible options and moving deadlines to reflect the evolving environment 
  • Providing guidance and best practices on crisis preparedness, including specific prevention procedures, proper disinfection protocols etc. 

Franchisees themselves are finding new ways to bring in business.

Several Choice Hotels Asia-Pac properties across metro and regional Australia have rolled out a new “work-from-hotel” option for guests, which offers workers a sanctuary to work from; away from the dining room table, or interruptions from family. 

In Towradgi, NSW, for instance, Quality Suites Pioneer Sands guests can book a one-bedroom balcony apartment with free underground parking, free Wi-Fi and printing for three, six or 10 hours at rates from $45, including refreshments.

In addition to work-from-hotel offers regional properties in particular are stepping up support in their local communities.

Comfort Inn Aden Mudgee has turned its restaurant into a delivery service for seniors in the community, putting together cost effective meal deliveries for $8 each, in addition to offering grocery staples (bread, eggs, milk etc) for sale in partnership with local businesses.