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Choice Hotels EMEA, the 100% franchise focused hotel company, has appointed Marielle Vroemen as its director of Franchise Performance and Revenue Management.
Based in Amsterdam, Vroeman 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.
Vroeman 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.
Choice Hotels EMEA senior director Commercial and Operations, Helen Ter Beek, said: “As we continue to grow across EMEA we are focused on our existing franchisees’ critical priorities and continuing our work to help support franchisees in increasing short-term revenues while driving long-term equity gains for the portfolio.
“We have laid the foundations for elevating our franchisees, by investing in understanding the evolving needs of our guests and our franchisees, focusing on helping optimise commercial and operational performance.”
She added: “While our franchisee value proposition provides tools, systems and services to support franchisees revenue-generating capability, Marielle’s exceptional experience in revenue strategy will be invaluable in further driving forward enhanced commercial performance for our valued franchisees and effectively onboarding new hotels across the region.
“She will be a tremendous asset to the team as we continue to drive our ambitious growth strategy across EMEA.”
