Choice Hotels International has formed a strategic alliance with Sercotel, a Spanish company, to establish the framework for the extension of Choice’s global footprint into Spain and other markets across Europe and Latin America. Choice operates many brands, including: Comfort Inn, Cambria Hotels and the Ascend Collection. Sercotel has hotels in more than 100 destinations in Spain and elsewhere in Europe as well as in Colombia and Panama. Through the alliance, Choice will leverage Sercotel’s hotel management arm to provide hotel owners with a solution in international markets, specifically for Choice brands. There is also the possibility of adding certain Sercotel properties to the Choice distribution network. Guests at participating hotels can also get the benefits of Choice Privileges, Choice’s loyalty program. Patrick Pacious, CEO of Choice, said that Sercotel’s management companies complement Choice’s branding and technology abilities, giving the alliance a competitive edge in international markets and enabling Choice to enter new markets.