TORONTO? AST Brands, which owns the Aston brand, has signed a deal for the development of Aston Hotels and Resorts throughout Canada. Under a master franchise agreement, AFM Hospitality Corp. will develop 20 properties over the next five years north of the border. The Aston Hotels and Resorts brand is known primarily for its 32 hotels and resorts in Hawaii and six in Asia. Stephen Phillips, president/ CEO of AFM Hospitality, which is based in Toronto, said the Aston brand is a familiar one for the Canadian market on the wholesale and retail levels. ?Many a frozen Canadian has stayed at an Aston hotel in Hawaii,? he said. Phillips said his company has been looking to add to its portfolio a ?deluxe, full-service conference resort brand with a market mix that is strong in business and leisure.? AFM Hospitality is the exclusive Canadian master franchisor for Ramada, Howard Johnson, Knights Inn and Village Lodge. It has more than 100 hotels in Canada. Phillips helped found AFM Hospitality in 1994; he then left to work for Cendant as CEO of Howard Johnson. Back at AFM, he has a specific goal for the company: ?We are trying to form a mini-Cendant with our multiple brands?to have all market segments represented without conflict.? Phillips projects that AFM will have development plans for two-thirds of the 20 project properties completed within the next two to three years. He estimated 75% of those projects would be conversions; the remaining 25% new-builds. He said he plans for new-builds in the Toronto and Montreal markets. Phillips also plans to develop ski resorts under the Aston name. Four star-plus resorts will be developed in city cores or in resort destination markets. Vancouver, Calgary, Toronto, Montreal and Halifax are the targeted cities; resort areas in western Canada, the Laurentians and Atlantic Canada are also being explored. ?There are numerous hotels that could benefit from a relationship with Aston,? he said.
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