Choice focuses on openings

13th Jan 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

      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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