Choice Unveils Minority Incentive Franchise Initiative

SILVER SPRING, MD— Choice Hotels International has launched a new minority incentive plan to encourage franchise sales to African-American, Hispanic and Native American developers. This plan specifically aims to increase the number of Choice franchisees among these three minority groups, which are traditionally under-represented in the hospitality industry, said Paul Sterbini, vp/ franchise development. The program seeks to attract minority entrepreneurs who wish to build a Choice-branded hotel, purchase an existing Choice-branded hotel or convert an existing hotel to a Choice brand. Under the program, Choice will provide $1,500 per room, up to $200,000 per hotel, for development of mid-scale brand hotels or $750 per room, up to $50,000, for development of economy brand hotels. To be eligible for the incentive, African-American, Hispanic and Native American owners must hold a 51% ownership stake and meet all other franchise criteria, with the allowance payable upon official opening of the hotel.