Choice Hotels EMEA has appointed Marielle Vroemen as head of operations, a role in which she will lead the strategic development and execution of Choice Hotels EMEA’s value proposition for franchisees.
This includes the entire franchisee life cycle, from onboarding, training, system integration, communication, franchisee support, and brand management.
“Since joining Choice Hotels EMEA in 2023, Marielle has played a key role in driving commercial and operational success across EMEA, building strong relationships with our owners, management teams and partners, to deliver exceptional results,” said David Beers, CEO of Choice Hotels EMEA.
“She has shown the leadership, strategic mindset, and deep operational expertise to join our leadership team as head of operations and help drive forward our next phase of growth.”
Choice Hotels EMEA currently counts nearly 400 open hotels located in 17 countries across four hotel brands, including the Ascend Hotel Collection, Clarion, Comfort and Quality.
Vroemen will oversee all operational functions and focus on optimising workflows, implementing innovative technologies, and supporting franchisees with training and resources.
“I am pleased to be taking on the role of head of operations and further collaborating with the team and franchisees to build on Choice Hotel EMEA’s reputation and drive continued success,” she said.
