Who are we looking for? The Area Director, Core Brands, is responsible for driving the performance of a diverse portfolio of midscale and upper midscale hotels. Under the guidance of the Regional Vice President, Franchise Performance Core Brands, the Area Director is instrumental in leading the implementation and activation of strategies and tactics aimed at increasing property level profitability, guest experience and revenue for a region of franchised hotels. The Area Director’s responsibilities include on-site interactions with franchised hotel owners and property leadership and the implementation of recommendations that successfully elevate hotel performance outcomes and guest experiences. Additionally, the Area Director is responsible for ensuring the successful application of performance recommendations at the hotel level, achieved through strategic advising, regular engagement, and established credibility. The Area Director collaborates closely with the Regional Vice President to activate a diverse range of organizational initiatives to enhance hotel revenue, profitability, and overall total cost of ownership. As the advisor for a portfolio of hotels, the Area Director ensures the delivery of targeted resource deployment to internal partners to support individual hotels to drive performance metrics, including profitability, guest experience and revenue. The Area Director aligns hotel level performance objectives with company initiatives to achieve overarching business goals and ensures their successful execution to maximize value across the organization. The Area Director takes initiative to identify and proactively communicate potential portfolio retention risks. The Area Director serves as the primary relationship holder for owners and above property leadership for hotels within their region. The Area Director monitors the performance of portfolio hotels to ensure prioritized delivery of consultative services and targeted intervention opportunities. The Area Director productively and proactively engages owners, management companies, designated franchisee representatives, on-site management, and internal Choice stakeholders to improve assigned portfolio performance. The Area Director continuously tracks market and competitive trends while seeking realistic strategies for property and overall portfolio revenue and guest satisfaction improvement. Your Responsibilities Performance Management Strategic Advisory + Serve as a strategic advisor by conducting property visits and implementing recommended solutions to drive individual and regional hotel performance across financial, guest experience, owner engagement, service execution, and program activation. + Ensures owner execution of the midscale operating model, driving brand operating efficiency and profitability, leading to owner-operator satisfaction. + Utilize reporting resources to influence and achieve owner adoption and hotel implementation. Performance Accountability + Responsible for the revenue and service performance metrics for the assigned region, driving continuous improvement. + Identify and prioritize opportunities to enhance performance at portfolio hotels. + Drive revenue at portfolio and hotel levels through consultations, collaborating and aligning with Choice Revenue Management resources. + Achieve Guest Experience objectives through the execution of on-site consultations and activation of recommended tactics and strategies. + Monitor performance dashboards and conduct follow-up consultations. Resource Utilization: + Identify hotel challenges and deploy hotel operators to Choice’s support systems, aiding in the improvement of hotel operations and profitability through resources like ChoiceU, Centers of Excellence, Owner Relations, and Brand Operations. + Collaborate with commercial revenue departments to achieve portfolio revenue growth objectives. Encourage hotel engagement and participation with proprietary revenue generation programs. + Consultation Excellence: + Deliver impactful consultations, employing a suite of tools and resources to provide tailored solutions and foster owner engagement. + Apply Trusted Advisor skills and delivery framework to drive owner-operator engagement within the assigned region. + Develop proficiencies in interpreting performance data from internal and external sources (CoSTAR, Medallia, Salesforce, Workday, Concur, Tableau, Profitability Benchmarking, Okta, Business Intelligence, AI). + Monitor and enhance consultation effectiveness based on RVP feedback, Owner Engagement Index surveys, and hotel stakeholder adoption of recommended action steps. Communication Mastery: + Maintain clear and consistent communication with stakeholders, documenting interactions and ensuring follow-through on action plans. + Provide feedback to the Regional Vice President (RVP) on property performance trends, ownership engagement issues, and competitive intelligence. + Cultivate and maintain effective franchisee relationships as the key Choice franchisee contact. + Remain currently informed of all Choice programs, franchise requirements, operating practices, market trends, and industry conditions to provide necessary information and support to franchisees. + Generate post-consultation follow-up correspondence to ownership, property representatives, management company representatives, and on-site General Manager. Program Adoption: + Advocate for and facilitate the adoption of Choice programs, staying informed of industry trends and operational best practices. + Leverage hotel and portfolio data to measure and enhance the adoption of programs and recommendations. + Adapt and modify strategies and methods to enhance the acceptance percentage and implementation of recommendations. Administration and Accountability + Provide timely and accurate documentation of all business expenses. + Maintain effective property and ownership documentation within Choice’s contact management system. + Support Choice Hotels franchise sales growth and participate in franchise association activities. + Seek and share industry and market intelligence and best practices with peers, franchisees and corporate staff, recognizing trends, threats and opportunities that can benefit franchisees and Choice. Your Experience, Skills & Competencies + Bachelor’s Degree from a four-year college or university in Hotel Management, Business Management, Marketing, or a relevant field of study required, MBA preferred. + Minimum fifteen years of progressive hotel operations experience, with preference within midscale and upper midscale segments. + Minimum of ten years of hotel leadership experience, with preference for those with multi-unit or franchise performance experience. + Excellent ability to manage ambiguity combined with an ability to leverage data and create a foundation of data-supported decision making. + Excellent analytical and forecasting skills; previous experience with successful hotel budget management and GOP analysis. + Flexibility in creating and making changes or re-directing initiatives to continuously improve the strategy and organization, demonstrating adaptability in change management and proficiency in working within a matrix-based organization. + Demonstrated ability in analytics, data management, and a proven track record in driving hotel performance. + Proficiency in Microsoft Office and strong competencies in time management and project coordination. + Exceptional training, consulting, and persuasive communication skills are essential. + Regular travel, approximately 70%, is required for this role. + Additional duties may include, but are not limited to, participating in special projects, attending conferences, and other tasks as needed to support the organization’s objectives. Your Work Location As our Area Director, Core Brands, you will be a remote-based associate in the designated region, working from your home office. You will be required to connect virtually with Choice team members and leadership on video via Zoom, with possible periodic travel in-person to our beautiful, state-of-the-art worldwide offices in North Bethesda, MD, Scottsdale, AZ, or St. Louis Park, MN. Frequent nationwide travel will be required 70% of the time to visit trade shows, conventions, franchisees, and other industry events. About Choice Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. With nearly 7,500 hotels, representing nearly 630,000 rooms, in 46 countries and territories, with a range of high-quality lodging options from limited service to full-service hotels in the upper upscale, upper mid-scale, midscale, extended-stay, and economy segments. We’re the hotel company for those who choose to bet on themselves – the underdog, the dreamer, the entrepreneur – because that’s who we are, too. At Choice, we are united by the simple belief that tomorrow will be even better than today – for associates, our company, and our franchisees. At our worldwide corporate headquarters in North Bethesda, MD and St. Louis Park, MN as well as our technology center in Scottsdale, AZ, and through our associates around the globe, every voice is heard, and every idea is listened to, no matter what area of the company they come from. We are united in supporting the entrepreneurial dreams of our more than 18,000 franchise owners, which propels us forward – giving our work at Choice a purpose larger than our business. Salary Range The salary range for this position is $85,000 to $110,000 annually. In addition to the annual salary, this role is eligible for an annual bonus based on the terms of Choice's Management Incentive Plan (MIP). Pay ranges listed are for this position and are what Choice Hotels reasonably expects to pay. We may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the pay range will be based on several factors including, but not limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, and business or organizational needs. Choice prioritizes our associate wellbeing by offering a comprehensive benefits program that is both competitive and flexible to help you achieve your wellbeing goals - here are just a few: + Competitive compensation and benefits, including medical, dental, and vision coverage + Leave and paid time-off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance + Financial benefits for retirement and health savings + Employee recognition programs + Discounts at Choice hotels worldwide *** PLEASE NOTE: This role is not eligible for sponsorship *** Ability to model Choice’s Cultural Values: Welcome and Respect Everyone, Be Bold, Be Quick, Listen, Be Curious and Show Integrity.