Business Franchise Australia


Choice Asia-Pac Doubles Inner City Melbourne Offering With Addition Of City Edge Apartment Hotels


Choice Hotels Asia-Pac begins 2024 with acquisition of asset-lite franchisor


Choice Hotels Asia-Pac, one of the leading accommodation franchisors, is expanding its presence in Australia with the acquisition of the City Edge Apartment Hotels franchise.


The new additions double Choice Hotels Asia-Pac’s portfolio in the highly competitive inner city Melbourne market, adding 271 apartment-style rooms across five prime locations near key business hubs – South Melbourne, North Melbourne, Melbourne CBD, East Melbourne, and Box Hill.


The acquisition, including City Edge’s active franchise agreements, the brand, and associated IP, is the result of a strategy to drive growth in the region.


“The City Edge acquisition is illustrative of the direction we’re headed,“ said Trent Conroy, Head of Investments and Portfolio Growth, Choice Hotels Asia Pac.


“We have a strong balance sheet and a model that enables us to be a flexible partner for diversified development opportunities to drive our expansion across the Asia Pacific region.”


The deal, brokered by specialist accommodation property agency ResortBrokers on behalf of owners Peter and Irena Cushen, is expected by Choice Hotels Asia-Pac’s Chief Executive Officer Trent Fraser to deliver benefit for guests and incoming franchisees.


“We believe that our commercial and franchising platform including revenue management services, global distribution offerings, sales and rewards program Choice Privileges will all greatly benefit the City Edge portfolio.”


“For our guests, the properties are well located to take in the best of Melbourne for leisure while giving corporate guests more extended-stay options for us.”


Expansion through acquisition, investment, strategic partnership, and other investment-led arrangements is a new focus for Choice Hotels Asia-Pac, a move Mr Fraser sees reflective of Choice’s leadership in the local industry.


“The City Edge acquisition demonstrates we have the right local team, thinking and model to think big and make bold moves towards our goals,” Mr Fraser said.


“We’re confident our franchise brands are best-in-class and give operators, investors and developers the opportunity to get ahead in the local accommodation market.”


Choice Hotels International’s Senior Vice President and General Manager of International Ricardo Losada Revol says the recent activity is a sign the Asia-Pac business is in a strong position for continued growth.


“The City Edge deal is a good first step for the Asia-Pac region’s investment-led growth and we’re excited to see the continued development in that space,” Mr Losada Revol said.


“Our Asia-Pac business has experienced significant growth – both in delivery for their franchisees and the organic expansion of the Asia-Pac portfolio. This deal proves our business model and readiness to pursue inorganic opportunities.”


Choice’s Asia-Pac corporate development and integration capabilities combined with an extensive cross-functional expertise positions Choice Hotels Asia-Pac as an attractive partner in the mid-to upper midscale accommodation sector.