JOB SUMMARY:
The Area Director, Franchise Performance for Core Brands is responsible for driving performance across a diverse portfolio of midscale and upper‑midscale franchised hotels. Operating as a strategic and trusted advisor, the role focuses on improving profitability, guest satisfaction, and operational execution at the hotel and regional levels. The Area Director partners closely with hotel owners, management companies, and internal Choice stakeholders while leveraging data insights and established consultation frameworks to influence performance outcomes. This individual contributor role supports brand consistency, program adoption, and market competitiveness across the assigned territory.
NOTE: Candidates must reside in one of the following locations: Washington, D.C., Maryland, Virginia, or Philadelphia, Pennsylvania.
RESPONSIBILITIES:
Performance Management & Strategic Advisory
Conduct on‑site property consultations to assess performance gaps and implement recommended solutions that improve revenue, guest experience, and operational execution.
Ensure owner adherence to the midscale operating model, driving efficiency, consistency, and enhanced profitability.
Influence owner adoption of performance recommendations using internal reporting tools, performance data, and analytics.
Continuously track and evaluate regional KPIs to identify trends, risks, and improvement opportunities.
Performance Accountability
Drive revenue and guest experience results by partnering with Revenue Management and cross‑functional teams.
Identify and prioritize strategies to enhance hotel and portfolio performance.
Monitor dashboards and metrics, conducting follow‑up consultations to ensure adoption of action plans.
Resource Utilization & Program Activation
Guide hotel operators to appropriate Choice resources (ChoiceU, Centers of Excellence, Owner Relations, Brand Operations).
Support revenue growth by encouraging hotel participation in proprietary programs and tools.
Use portfolio‑level data to increase program adoption and optimize performance outcomes.
Consultation Excellence
Deliver high‑impact consultations leveraging platforms such as CoSTAR, Medallia, Salesforce, Tableau, Workday, and BI tools.
Apply Trusted Advisor skills to strengthen owner relationships, influence decision‑making, and drive operational improvements.
Continuously refine consultation quality based on feedback, owner engagement surveys, and performance results.
Communication Mastery
Maintain clear and professional communication with owners, property teams, management companies, and internal stakeholders.
Document all interactions and follow‑up actions in Choice’s contact management system.
Provide the RVP with insights on performance trends, owner engagement, and competitive activity.
Produce post‑consultation follow‑up correspondence to reinforce expectations and next steps.
Administration & Organizational Support
Submit timely and accurate business expense reporting.
Maintain effective documentation related to property performance and ownership.
Participate in franchise sales growth initiatives, industry associations, special projects, and conferences as needed.
QUALIFICATIONS:
Employment Experience
Minimum 15 years of progressive hotel operations experience, preferably in midscale or upper‑midscale brands.
Minimum 10 years of hotel leadership experience, ideally including multi‑unit or franchise performance responsibility.
Demonstrated success leveraging analytics and data for performance improvement.
Proven experience managing ambiguity, influencing without authority, and navigating matrixed environments.
Technical Skills
Strong analytical and forecasting capabilities, including GOP and budget management experience.
Proficiency with Microsoft Office and hotel‑related data platforms (CoSTAR, Medallia, Salesforce, Tableau, BI dashboards, Workday, Concur).
Ability to translate analytics into actionable recommendations for operators and owners.
Additional Skills & Competencies
Exceptional communication, consulting, and persuasive influencing skills.
Strong project coordination and time‑management capabilities.
Ability to adapt to changing organizational needs and support ongoing business initiatives.
Demonstrated ability to establish credibility and build strong owner/operator relationships.
Education Requirements
Bachelor’s Degree in Hotel Management, Business, Marketing, or related field or equivalent combination of education and work experience.
MBA preferred.
OTHER REQUIREMENTS:
Regular travel of approximately 70% is required.
Participation in conferences, special projects, and organizational initiatives as needed.
COMPENSATION & SALARY RANGE:
Salary Range: $99,919 to $117,000 annually
This role is also eligible for an annual bonus under Choice’s Management Incentive Plan (MIP).
Pay ranges listed are what Choice Hotels reasonably expects to pay. Actual pay may be higher or lower and ranges may be adjusted in the future. Pay positioning within the range is influenced by factors including—but not limited to—education, experience, skills, certifications, performance, geographic location, business needs, seniority, and travel requirements.
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:
About Choice
Choice Hotels International, Inc. (NYSE: CHH), is one of the largest lodging franchisors in the world. With 7,500 hotels in 45+ countries and territories, we offer a range of high-quality lodging options in the upper upscale, upper midscale, midscale, extended stay, and economy segments. We’re the hotel company for those who choose to bet on themselves — the striver, 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, Maryland, at our technology center in Scottsdale, Arizona, 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 thousands of franchise owners, which propels us forward — giving our work at Choice a purpose larger than our business.
Our corporate office locations:
North Bethesda, MD — Located at Pike & Rose, our worldwide headquarters is less than 15 miles from Washington, D.C., one block away from the North Bethesda Metro station, with easy access to I-495, complimentary parking, electronic charging stations, restaurants and retail.
Scottsdale, AZ — Located at the northwest corner of Loop 101, the Scottsdale office is home to our technology, eCommerce and customer service organizations, with easy access to complimentary parking, electronic charging stations, restaurants and retail.
Minneapolis, MN — Select roles are based in our Minneapolis office on Highway 394, near the intersection with Highway 100, only five minutes from downtown.
Field/Remote — Select roles designated as field/remote will require associates to work from a home office, connecting virtually with Choice team members and leadership on Zoom, with possible required travel depending on the role.
Choice’s Cultural Values
Welcome and Respect Everyone | Be Bold | Be Quick | Listen | Be Curious | Show Integrity
Choice’s Leadership Principles
Act with Intention | Lead with Authenticity | Grow & Deliver