Choice Hotels recognises marketing leadership success with new appointments

Business delivery top of the agenda as hotel franchisor appoints marketing and development managers

Choice Hotels Australasia announced the appointment of a new general marketing manager plus two new development managers to support continued growth across the region.

Matt Taylor was appointed general marketing manager following his significant contribution to the company during a period of growth. The promotion followed Taylor’s integral leadership and strategic marketing direction for Choice Hotels across Australasia, the company said.

As a result of his management and marketing initiatives, the company experienced significant increases in brand awareness, consumer engagement and bottom line growth.

“Matt has done a terrific job in leading the business, achieving strong results and implementing innovative initiatives for our franchisee network over the last few years but especially over the past 12 months,” Choice Hotels CEO, Trent Fraser, said.

With over 20 years’ experience within tourism hospitality and events, Brendon Smith also joined Choice Hotels as development manager, New Zealand. The move followed his successful period with H3 Group in Hamilton, New Zealand.

Bolstering the Australian market, Michael Skinner joined Choice Hotels as development manager, QLD, NSW & ACT. Skinner will have a focus on growth and development across key regions in NSW and QLD, following 30 years of experience across operational and corporate environments.

“Brendan and Michael will use their relationships and experience to leverage this and we look forward to seeing our portfolio continue to grow, which in turn continues to increase the experience we offer to our customers,” Fraser said.

The announcements reinforced Choice Hotel’s commitment to expand on their global reservations and distributions network. The new appointments have been further aligned with the Choice Privileges international loyalty program, which is delivering considerable business incentives to all properties, as well as dedicated field support, innovative sales and marketing programs and industry leading technology resources.

Choice Hotels attributed the loyalty program’s success to Taylor’s strategic leadership, which resulted in membership almost double to more than 200,000 members, with unique member stays in Choice properties increasing by almost 40 per cent. This subsequently translated into increased revenue through the program to all Choice hotels.

Taylor also led the implementation of many digital, online and social strategies for the brand. In 2015, the Choice Hotels’ Marketing team launched the local area marketing kit (LAMkit), a cloud-based platform allowing franchisees to create their own marketing collateral and stationery remotely.

The portal then links directly to printers and digital advertising systems to ensure the process is simple and all-encompassing for franchisees.

For Fraser, the Choice Hotels proposition will continue to be taken up by many hotels in the industry.

“We continue to put a strong emphasis on increasing our business delivery and value offering to all franchisees which makes joining our group very attractive for many properties within the industry,” he concluded.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in