|Steve says Choice is looking for a full-service brand through which to expand to urban locations. Most Choice franchisees target value-oriented customers, he says, and now he's looking for new development partners on upscale projects. And he's not limiting himself to the US: The next growth market for Choice is Europe, and it's moving aggressively into India. The hotelier is already the second-largest franchiser in Brazil. Converting existing buildings into hotels is key to penetrating the European market, he says, and Choice is using its online platform to lower expansion costs.