Choice Hotels International, Inc. (NYSE:CHH) today announced the appointment of Jim Jaffre to the position of vice president of the Americas. Jaffre will be responsible for the growth and success of the Comfort, Quality, Clarion and Sleep Inn brand hotels for Canada, Mexico, Central and South America, and the Caribbean.
In his new role, Jaffre will oversee hotel development throughout the region, provide support to regional partners with technology installation and other franchise services and ensure business is delivered to the region via Choice`s worldwide sales and marketing divisions.
Prior to joining Choice, Jaffre headed his own international business consulting firm, Jaffre Consulting, Inc. in St. Augustine, Florida where he assisted his principal client, Kuwait Food Company, initiate contacts with American food companies.
Before starting his own firm, Jaffre spent 24 years with Hardee`s Food Systems, Inc., starting as a restaurant assistant manager trainee in 1973 and eventually advancing to senior vice president international, domestic franchise operations and development. In that role he implemented a franchise growth development strategy and supervised franchise operations worldwide.
Jaffre received a bachelor`s degree in Political Science and Spanish from Mercer University.
“We are pleased to have Jim on board,” said Bruno Geny, senior vice president, international. “His international business experience and knowledge of the franchising industry will prove a valuable asset to Choice.”
“The Choice brands are already well known in the U.S. and Canada,” noted Jaffre. “I plan to capitalize on that awareness to drive business to the Caribbean and Latin America and ensure the growth of brands in gateway cities in Latin America. In addition, I will be looking at direct growth possibilities in the Caribbean.”
Choice plans to open a regional office in the greater Miami area in 2000, which will allow Jaffre to readily service the Americas.
Choice Hotels International is the second largest hotel franchisor in the world, with more than 5,000 hotels open and under development in 36 countries. Choice`s brands include Comfort, Quality, Clarion, Sleep Inn, Econo Lodge, Rodeway Inn and MainStay Suites.