Atlantica Hotels International Re-images
Comfort Suites, Sleep
and Quality brand hotels
SILVER SPRING, MD (June 15, 2001) � Choice Hotels International (NYSE:CHH)
today announced that Atlantica Hotels International, recently recognized
by the Wall Street Journal as South America�s largest independent hotel
management company, is the first of Choice Hotels� international partners
to hang the new flags for the Quality, Comfort Suites and Sleep brand hotels
outside of the United States.
International reimaging will begin
on June 19, 2001 at the Comfort Suites Oscar Friere in São Paulo,
Brazil, a 204-suite hotel opening July 15, 2001. Bruce Haase, sr.
vice president international for Choice, Mark Pearce, vice president international
sales and marketing for Choice, and Paul J. Sistare, president and CEO
of Atlantica Hotels International will be in attendance for the opening
and reimaging ceremonies.
At Choice�s annual convention in Las Vegas in May, new logos were introduced
for Comfort Suites, Quality and Sleep brand hotels, with the initial reimaging
slated for domestic hotels. According to Haase, over the next two
years more than 360 international properties will receive the new logos.
�We�re delighted that Atlantica Hotels International is taking the lead
in launching our new brand images outside of the U.S.,� said Haase.
�With hotels in key South American destinations, Atlantica�s enthusiastic
support of Choice�s reimaging program will go a long way toward familiarizing
global travelers with the new logos.�
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Bruce
N. Haase is senior vice president, international for Choice Hotels International
His responsibilities include maximizing the operating
performance of existing franchised properties, identifying strategic partners
and overseeing the expansion of Choice's presence worldwide.
Previously, Haase, 39, had been serving as vice president,
finance, and treasurer for Choice where he played a key role in supporting
the international division. Haase is based at the company's headquarters
in Silver Spring, Md. Prior to joining Choice, Haase served as vice president,
finance, and treasurer for the Ryland Group Inc., a $2 billion NYSE-listed
homebuilding and mortgage finance organization.
Throughout his career, he has held key finance positions
with Marriott International, Caterair International and Goldman, Sachs.
A graduate of Virginia Polytechnic Institute with a degree
in electrical engineering,Haase also holds a master's degree in electrical
engineering from Johns Hopkins University and a master's degree in business
administration from the Wharton School of the University of Pennsylvania,
where he concentrated in corporate finance. |
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New signage will also go up next week on Atlantica managed properties in
Campinas, Ribierão Preto, São Paulo, Oscar Friere, and Campinas,
Brazil. By year-end, hotels in Boa Viagem, Receife, Bela Vista, Porto Alegre,
Victoria, Fortaleza, Lins, Brasilia, Brazil and Buenos Aires, Argentina
will be flying the new flags.
�We are extremely optimistic about the impact the new images will have
on our bottom line,� said Atlantica�s Sistare. �Atlantica Hotels plans
to double the already 1,550 rooms open and operating in Latin America by
year end and over the next 3 years, plans to add another 10,350 rooms to
the Choice system.�
�We are opening one hotel every 20 days and adding 2 binding contracts
every month,� Sistare continued.
�Clearly, we recognize the benefits of participating in the Choice system
� brand recognition, worldwide reservation systems and global marketing
programs.�
An independent management company, Atlantica Hotels International retains
the right to development and franchise Choice Hotels� Sleep, Comfort Inn,
Comfort Suites, Quality and Clarion brand hotels in many South America
countries, with primary focus on the development of hotels in Brazil.
Choice Hotels International is the world�s second largest lodging franchisor,
marketing more than 5,000 hotels open or under development in 41 countries
under the Comfort Inn, Comfort Suites, Quality, Clarion, Sleep, Econo Lodge,
MainStay Suites and Rodeway Inn brand names. Choice was recently
named the #1 lodging franchise chain in Entrepreneur Magazine�s annual
Franchise 500. |