Choice Hotels Welcomes Michelle Masters as Regional Vice President of Franchise Services, Northeast Region

USA, Rockville, Maryland. May 22, 2019

Choice Hotels International, Inc. (NYSE: CHH), one of the world's largest hotel franchisors, announced Michelle Masters has joined the company as regional vice president of franchise services, Northeast region. In the role, Masters will lead the company's area directors, a field-based team of franchise operations business consultants, to help drive system-wide hotel performance and owner satisfaction throughout the Northeast United States.

"Franchisee success and profitability is the cornerstone of our proven business model, and as one of the few hotel companies to still provide on-the-ground guidance and support to owners, recruiting top industry talent to our team is something we take pride in," said Curtis Osekowsky, vice president of franchise services, Choice Hotels. "Michelle is a demonstrated leader with a breadth of industry knowledge and experience, making her the ideal person to amplify our Northeast field operations.

Masters brings more than 20 years of experience in operations and management to Choice's franchise services team. Prior to joining Choice, Masters served as a regional vice president of franchise operations for Radisson Hotel Group, where she developed and implemented strategies to help the company's hotel owners streamline operations, optimize profitability, and increase customer loyalty. Earlier in her career, Masters held various leadership positions related to hotel operations, compliance and sales.

Masters is a Certified Hotel Administrator and was recognized as one of Hotel Management's Top 30 Influential Women in Hospitality in 2018.

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Coming up in October 2019...

Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.