Area Director, Upscale Franchise Performance

Choice Hotels • North Bethesda, MD

10d • $114,907 - $135,500 • Remote

About The Position

The Area Director, Upscale Franchise Performance is a results-driven leader responsible for driving performance across a portfolio of upscale franchise hotels. Reporting to the Regional Vice President, Upscale Franchise Performance, this role emphasizes proactive decision-making, managing complex challenges, and fostering strong relationships with franchisees, property leadership, and corporate stakeholders to deliver exceptional results. With a strong focus on action orientation, the Area Director is tasked with identifying and resolving operational and financial challenges quickly, maintaining momentum on key initiatives, and ensuring consistent improvements. Success in this role is built on strategic relationship management, the ability to navigate complexity across multiple stakeholders, and the drive to deliver measurable results in revenue growth, guest satisfaction, and operational excellence.

Requirements

• Bachelor’s degree in hospitality management, Business Administration, or a related field preferred.
• Minimum of 5+ years of upscale hotel operations or franchise leadership experience
• Proven expertise in relationship management, conflict resolution, and working with diverse ownership structures.
• Demonstrated ability to take decisive action and lead teams to achieve measurable results.
• Strong action orientation, with a focus on achieving results quickly and effectively.
• Exceptional relationship management and interpersonal skills, with the ability to influence and inspire stakeholders at all levels.
• Skilled in managing complexity, balancing competing priorities, and developing clear strategies for multi-faceted challenges.
• Advanced analytical skills, with the ability to interpret performance data and identify actionable opportunities.
• Proficiency in industry tools and platforms, including Smith Travel Research, OTA platforms, and Choice proprietary systems.
• Strong organizational and time-management skills to oversee a large, complex portfolio effectively.
• Extensive overnight travel to properties within the portfolio is required.
• Demonstrated ability to thrive in a fast-paced, high-pressure environment while managing diverse responsibilities.
• Strong understanding of market dynamics, industry trends, and upscale franchise operations.

Responsibilities

• Take a hands-on approach to driving operational improvements and financial results across the portfolio, with a focus on delivering measurable outcomes.
• Identify performance gaps in revenue, guest satisfaction, and operational efficiency and implement quick, practical solutions.
• Drive swift execution of improvement strategies, ensuring on-property teams and franchisees act on recommendations for revenue optimization, operational efficiency, and guest service enhancements.
• Lead on-site engagements and consultations, ensuring prompt resolution of challenges and sustained performance gains.
• Maintain a strong sense of urgency in achieving organizational goals and surpassing performance targets.
• Serve as the primary liaison between corporate teams, franchisees, and property leadership, ensuring open, transparent communication and alignment on strategic objectives.
• Build trust-based relationships with ownership groups, General Managers, and above-property management teams to foster collaboration and engagement.
• Proactively engage with stakeholders to ensure alignment on operational strategies, performance goals, and key initiatives.
• Represent Choice Hotels as a trusted partner, advocating for franchisee needs while ensuring brand standards and expectations are met.
• Provide regular performance updates, action plans, and recommendations to franchise owners and corporate stakeholders.
• Navigate the complexities of managing a diverse portfolio of upscale, full-service hotels with varying market dynamics, ownership structures, and operational challenges.
• Analyze a wide array of data points, including financial performance metrics, guest satisfaction scores, and competitive market trends, to provide clear, actionable insights.
• Balance competing priorities across properties, ensuring that resources are deployed effectively to address the most critical issues.
• Develop strategic, tailored action plans for each property that address unique challenges while aligning with broader corporate goals.
• Serve as a problem-solver for multi-faceted challenges, involving operational issues, financial shortfalls, and stakeholder conflicts.
• Collaborate with franchisees and property teams to implement revenue-generating strategies, including demand forecasting, pricing optimization, and distribution channel management.
• Ensure operational excellence by promoting consistent use of proprietary systems such as choiceADVANTAGE®, iDeas G3, Medallia, and other brand tools.
• Monitor key performance indicators (KPIs), including RevPAR, ADR, occupancy, and guest satisfaction, to identify trends and recommend improvements.
• Provide franchisees with actionable plans to enhance financial performance and guest experiences, addressing both immediate needs and long-term goals.

Benefits

• 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

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Number of Employees: 1,001-5,000 employees