Who are we looking for?
Choice Hotels, one of the world’s largest lodging franchisors, has an exciting new opportunity as our Area Director in Upscale Franchise Performance. The Upscale Franchise Performance team is responsible for helping drive property performance within the Upscale Segment. As a key member of the Upscale Franchise Performance, you will be the key contact for our owners, management companies, and general managers, working with them to help drive top-line revenue, improve guest experience, and increase profitability.
This role is ideal for a highly analytical, results-oriented leader who thrives in a fast-paced, complex environment and is passionate about driving hotel performance through data-driven insights, strategic decision-making, and strong franchisee relationships.
If you are ready to influence the success of a dynamic portfolio of upscale hotels and partners with franchisees to maximize financial and operational outcomes, we encourage you to apply!
We invite you to apply today for our Area Director, Upscale Franchise Performance role and #MakeItYourChoice.
Your Responsibilities
Drive Strategic Growth – Lead a portfolio of upscale, select, and full-service hotels by developing and executing data-driven commercial, revenue, and marketing strategies to maximize profitability and market share.
Enhance Hotel Performance—Use deep financial acumen to diagnose property P&Ls, identify revenue opportunities, and implement strategic action plans to improve GOP, ADR, and RevPAR.
Optimize Operational Excellence—Conduct comprehensive evaluations of property-level operations to ensure brand compliance, service quality, and financial efficiency and elevate guest experiences.
Maximize Revenue & Profitability – Guide franchisees in implementing best-in-class revenue management, demand forecasting, and pricing strategies to drive financial success.
Strengthen Franchise Partnerships – Build trust-based relationships with franchise owners and property leadership teams, serving as a strategic advisor to enhance long-term success.
Influence Business Decisions – Provide data-backed insights and strategic recommendations to franchisees and corporate teams, ensuring alignment with financial and operational objectives.
Champion Brand Standards—To enhance operational efficiency and guest satisfaction, ensure the consistent use of Choice proprietary systems.
Develop & Mentor Leaders – Coach and support General Managers and property teams, fostering a high-performance culture that drives continuous improvement and professional growth.
Lead Market and competitive Analysis—Monitor industry trends, guest sentiment, and competitive positioning to identify opportunities for innovation and differentiation.
Represent Choice Hotels at Industry Events – Act as a brand ambassador, engaging with franchisees, industry leaders, and stakeholders to strengthen relationships and identify growth opportunities.
Your Experience, Skills & Competencies
Bachelor's degree in related field preferred or equivalent experience
Master’s degree in a related field preferred
At least 10 years’ experience in full-service, upscale hospitality
Proficiency in Microsoft Outlook, Excel, PowerPoint and Word
Strong financial acumen, a strategic mindset, and the ability to effectively persuade stakeholders to drive business success.
Your Team
This is an individual contributor role that reports to the Senior Regional Director. You will have nine peer teammates and regularly collaborate with cross-functional departments.
Your Work Location
As our Area Director, Upscale Franchise Performance, you will be a remote-based associate working from your home office. You will be required to connect virtually with Choice team members and leadership on video via Zoom, with possible periodic in-person travel to our beautiful, state-of-the-art worldwide offices in North Bethesda, MD; Scottsdale, AZ; or St. Louis Park, MN. Frequent nationwide travel will be required 80% of the time to visit franchisees, conventions, corporate meetings, and industry events.
Salary Range
The salary range for this position is $129,000-$175,000 annually. In addition to the annual salary, this role is eligible for an annual bonus based on the terms of Choice's Management Incentive Plan (MIP).
The pay range listed is for this position and is what Choice Hotels reasonably expects to pay. We may ultimately pay more or less than the posted range, and the range may be modified in the future. An employee’s pay position within the pay range will be based on several factors including, but not limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, and business or organizational needs.
Choice prioritizes our associate wellbeing by offering a comprehensive benefits program that is both competitive and flexible to help you achieve your well-being goals - here are just a few:
Competitive compensation and benefits, including medical, dental, and vision coverage
Leave and paid time-off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance
Financial benefits for retirement and health savings
Employee recognition programs
Discounts at Choice Hotels worldwide
About Choice
Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. With nearly 7,500 hotels, representing nearly 630,000 rooms, in 46 countries and territories, with a range of high-quality lodging options from limited service to full-service hotels in the upper upscale, upper mid-scale, midscale, extended-stay, and economy segments. We’re the hotel company for those who choose to bet on themselves – the underdog, 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, MD and St. Louis Park, MN as well as our technology center in Scottsdale, AZ, 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 more than 18,000 franchise owners, which propels us forward – giving our work at Choice a purpose larger than our business.
About Choice Hotels Financial Performance
Please click here to review the highlights of our latest financial results.
*** PLEASE NOTE: This role is not eligible for sponsorship ***
Ability to model Choice’s Cultural Values: Welcome and Respect Everyone, Be Bold, Be Quick, Listen, Be Curious and Show Integrity.