Choice Hotels EMEA Appoints Marielle Vroemen to Spearhead New Franchisee Performance Department
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Choice Hotels EMEA Appoints Marielle Vroemen to Spearhead New Franchisee Performance Department

  • Choice Hotels EMEA has appointed Marielle Vroemen to lead its Franchisee Performance Department
  • Marielle brings over 15 years of experience in hotel revenue strategy and optimisation, having previously worked for Marriott, Hilton, and Shangri-La
  • New appointment supports Choice’s growth strategy in the EMEA region and is accompanied by the launch of a new Franchisee Support Centre

July 10, 2023 // Franchising.com // Amsterdam - Choice Hotels EMEA has appointed Marielle Vroemen as its Director of Franchise Performance and Revenue Management.

Based in Amsterdam, Marielle will lead Choice Hotels EMEA’s Franchisee Performance Department, which combines the company’s revenue and operational expertise to enhance and help drive revenue performance for franchisees. The department works to support franchisees on revenue management, brand training and performance optimisation.

Marielle has over 15 years’ experience in hotel revenue strategy and optimisation. She joins Choice Hotels EMEA from Marriott International, where she held various senior positions most recently serving as the company’s Market Director of Revenue Strategy, based in Doha.

Marielle’s hospitality career has seen her work across Europe and the Middle East for Hilton, Shangri-La, and The Ritz-Carlton Hotel Company – focused on openings, total revenue management, and commercial performance.

Commenting on Marielle’s appointment, Choice Hotels EMEA Senior Director Commercial & Operations, Helen Ter Beek, said: “She will be a tremendous asset to the team as we continue to drive our growth strategy across EMEA.”

Marielle Vroemen, Director of Franchise Performance and Revenue Management at Choice Hotels EMEA, added: “I am looking forward to applying my experience and skills, alongside my commitment to revenue strategy and optimisation, to a renowned and growing hotel chain.

Choice Hotels EMEA has also launched a new Franchise Performance Support Centre, dedicated to helping hotels with their day-to-day queries. The new performance support centre, led by Claudia de Carlo, will assist hotels with the franchisee opening process, offer training content, and serve as a point of contact supporting hotel team to get most out of choice systems and tools.

SOURCE Choice Hotels EMEA

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