SILVER SPRING, MD— Choice Hotels International has formed a new subsidiary, Choice Hotels de Mexico, which will begin a direct franchising effort to introduce the Choice Hotels brands to hotel owners and developers in that county. The headquarters will be located in Mexico City, Mexico. “Our move into the Mexican market is exciting and well overdue,” said Bruce Haase, Choice’s svp/international division. “With the opening of a local office in Mexico City, we are aggressively promoting the development of our brands in the country signaling a strong commitment by Choice to the Mexican market.” Choice has appointed Germán Fernández as managing director to oversee the subsidiary. He previously served as a development director with Grupo Posadas, the largest mid-market Mexican hotel chain, and as a franchise sales director for Holiday Inn Worldwide.
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