Choice Focuses on Openings
JANUARY 13, 2006. Choice Hotels International is creating an improved Hotel Openings support function focused on ensuring that new properties meet standards.
The specific aims of the new function will help construction and conversion properties joining the Choice system meet standards, enter the system more quickly and receive an even higher level of service and support. Overseeing this group will be Aaron Katz, vice president, brand strategy and corporate development, whose role within the company is being expanded.
Formerly responsible for brand strategy for Choice's new construction brands (including Comfort Inn, Comfort Suites and Sleep Inn), Katz will now oversee hotel openings, as well as brand strategy and management for the entire core mid-scale portfolio, including the Clarion and Quality Inn brands.
In his brand management role, Katz oversees the company's brand strategies and portfolio management activity, which includes managing the major lifecycle events for properties in the system, including entry approvals, renewals, repositions and terminations. This responsibility has been expanded to include relicensing.
"By sharpening our focus on hotel openings, we will add a tremendous amount of value to the organization. This will allow us to speed up the opening process, so that our franchisees can begin to generate revenue even sooner, while simultaneously improving the consistency of the product and providing more franchise assistance along the way," said David Goldberg, senior vice president, brand value. "Aaron was a natural choice to lead this group, and take an expanded role in the company. His track record for operational improvement and experience with business process reengineering make him a great fit for the new role."
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