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Choice Hotels EMEA appoints marketing and brand director

In his new role, Nick Bosworth is responsible for leading a pan-European marketing team with a primary focus on driving performance through direct booking channels

Choice Hotels EMEA has appointed as a new director of Marketing, Brand and Loyalty, in a bid to support its ongoing growth across Europe. 

Nick Bosworth joins the group from Accor, where he held a global brand leadership role for the premium Accor hotel brand Mövenpick. Before its acquisition by Accor, Bosworth led the brand, marketing, CRM, loyalty and PR activities for Mövenpick Hotels and Resorts, and has held strategic marketing roles with IHG and Worldhotels.

In his new role, he is responsible for leading a pan-European marketing team with a primary focus on driving performance through direct booking channels. He manages all aspects of customer loyalty and engagement and will evolve strategies to build consumer affinity for Choice Hotels’ portfolio of brands throughout the region. 

He will also be responsible for the execution of loyalty and non-loyalty campaigns and promotions, including branding and advertising, and managing key partnerships.

He will report to Helen ter Beek, senior director of Commercial and Operations, who oversees the company’s core value proposition of brand management, revenue and performance optimisation, and a dedicated franchise services team supporting Choice Hotels EMEA franchisees.

Choice Hotels EMEA CEO, Jonathan Mills, said: “I am pleased Nick has joined us, especially since he has a wealth of marketing expertise as well as understanding and experience in franchise hospitality. He is going to be a great fit for our team.

“As we move into 2022, we remain committed to being proactive in shaping the future for all our franchisees by increasing preference for our brands.  Nick will have a significant part to play in this.”

Bosworth added: “I’m really pleased to have joined Choice Hotels EMEA at this key point in its growth strategy and am looking forward to helping the team maximise commercial opportunities in the midscale space.”

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