Choice Hotels International, has recently unveiled two new franchise agreements under its SOAR initiative, dedicated to fostering hotel ownership among underrepresented entrepreneurs. The latest additions include a WoodSpring Suites in Truth or Consequences, New Mexico, and a Rodeway Inn in Effingham, Illinois, bringing the total to 17 SOAR contracts this year. Historically, the SOAR program has seen a steady increase in engagement, growing from one contract per month in its initial 15 years to two per month over the past five years.

“Our latest SOAR contracts with veteran and Latino hotel owners in New Mexico and Illinois reflect Choice’s unwavering commitment to fostering diversity in hotel ownership and bringing new, diverse voices into the industry,” said John Lancaster, vice president of franchise development and strategic programs at Choice Hotels International. “By providing them unparalleled support and training, Choice helps them every step of the way to ensure they SOAR in their hotel ownership journey.”

Peak Hospitality, helmed by Walter Barela and Brian Resendez, has finalized plans for the 82-room WoodSpring Suites, with construction set to start next year. This hotel will cater to visitors looking for wellness and adventure in the region, renowned for its natural hot springs and Spaceport America. Choice continues to lead in the extended stay sector, having recently celebrated the opening of its 500th extended stay hotel, a segment that remains highly sought after due to ongoing high demand.

Meanwhile, in Effingham, Illinois, the Rodeway Inn has been launched through a conversion contract by Ben Rohlfing, Amanda Rohlfing, and Bob Schultz. Ben, a former Navy Electrician’s Mate Nuclear, and Amanda, a former Army MP, aim to provide budget-friendly accommodations at this 49-room property. Opened in October, the hotel serves as a convenient base for exploring local attractions like Lake Sara and the Effingham Performance Center.

“Choice Hotels and the SOAR program was there to help direct me with all the things I needed to know to be a successful hotel owner,” said Ben Rohlfing.

The SOAR program underscores Choice Hotels’ commitment to facilitating hotel ownership for entrepreneurs from historically underrepresented groups. This program, the first of its kind in the hospitality industry, was established over two decades ago and has since supported 387 franchise agreements with both financial backing and resources, specifically targeting veterans and minority entrepreneurs.

Photo Credit by Choice Hotels International

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