Vice President
About the job
- At least 15 years of experience in digital customer experience, digital commerce, digital marketing, product management, customer care, service transformation, or digital experience leadership.
- Accountability for large-scale digital revenue performance, customer engagement, and service-experience outcomes.
- Experience leading cross-functional initiatives across marketing, product, engineering, customer care, loyalty, operations, and commercial teams.
- Experience setting digital product, digital content, and customer experience vision for web, mobile app, mobile web, and service channels in partnership with Product Management, User Experience, Brand, Hotel-facing, and Technology teams.
- Experience managing digital content strategy, governance, quality, and optimization, including hotel- and brand-specific content supporting commerce, servicing, and the end-to-end digital customer journey.
- Significant experience managing senior leaders and building high-performing organizations.
- Deep expertise in digital experience platforms, digital commerce, mobile app and web experiences, analytics, and customer experience optimization.
- Strong understanding of conversion funnel management, personalization technologies, customer servicing tools, loyalty account management, and service-resolution journeys.
- Familiarity with modern product management frameworks, agile delivery, service design, voice-of-customer programs, and data-driven decision making.
- Understanding of how artificial intelligence, automation, and digital self-service can improve customer experience and operational efficiency.
- Define and evolve a multi-year digital customer experience strategy aligned to enterprise growth, brand, marketing, loyalty, customer care, and commercial priorities.
- Set the vision for the mobile app, mobile web, ChoiceHotels.com, and emerging digital experiences across the guest journey.
- Establish a guest-centric experience vision connecting inspiration, discovery, shopping, booking, loyalty engagement, reservation management, customer support, and post-stay engagement.
- Lead the strategy, management, and development of digital content across the digital customer journey.
- Translate customer insights, business objectives, and service pain points into digital priorities, experience outcomes, and product roadmap inputs.
- Partner with Product Management, User Experience, and Engineering teams to translate the digital customer experience vision into product roadmaps, capabilities, priorities, experience requirements, and delivery plans.
- Provide strategic direction for User Experience design and research to ensure guest experiences are intuitive, accessible, on-brand, and conversion-optimized.
- Drive personalization strategies using data, segmentation, behavioral insights, loyalty intelligence, and emerging artificial intelligence capabilities.
- Influence product teams through strategy, outcomes-based priorities, cross-functional alignment, and prioritization.
- Own digital performance outcomes across direct booking revenue, partner-driven revenue contribution, digital loyalty engagement, and customer experience effectiveness.
- Improve conversion, merchandising, personalization, self-service adoption, and digital funnel performance.
- Partner with Marketing, Loyalty, Revenue Management, Distribution, Customer Care, Advanced Analytics, and Finance to optimize channel mix, traffic acquisition quality, lifetime value, and service-resolution economics.
- Establish and monitor key performance indicators for conversion, engagement, app and web performance, loyalty account servicing, issue resolution, customer satisfaction, and operational efficiency.
- Measure the impact of digital content quality, completeness, merchandising, and relevance on conversion, engagement, direct channel performance, and customer satisfaction.
- Set the strategy for digital channels supporting loyalty accounts, reservations, booking issues, stay-related problems, and customer support.
- Partner with Customer Care, Operations, Loyalty, Brand, and Hotel-facing teams to improve digital self-service, assisted-service, and escalation experiences.
- Advance digital servicing capabilities that reduce guest friction, improve resolution quality, and create seamless handoffs between digital channels and care teams.
- Champion customer listening, service recovery insights, and voice-of-customer feedback to identify experience gaps and prioritize improvements.
- Ensure digital content supports service and self-service needs with clear, accurate, actionable hotel, brand, reservation, loyalty, and stay-related information.
- Build and lead a high-performing digital customer experience organization.
- Strengthen integration among marketing, product, User Experience, analytics, digital content, loyalty, and customer care teams.
- Establish operating rhythms, decision rights, performance metrics, and accountability across the organization.
- Develop talent and leadership capability in digital strategy, customer experience, product thinking, service design, analytics, and transformation leadership.
- Partner with Marketing, Brand, Loyalty, Customer Care, Operations, Product, Engineering, Revenue Management, Distribution, and Finance leaders to align strategy and execution.
- Collaborate with Product and Engineering to ensure platform capabilities support marketing agility, customer servicing, loyalty engagement, innovation, and scalable digital operations.
- Serve as a member of the Marketing Leadership Team, shaping enterprise growth, guest engagement, customer care, and digital transformation strategies.
- Influence senior stakeholders and cross-functional partners to align resources and accelerate delivery.
- Set the direction for ChoiceHotels.com, the mobile app, mobile web, and other digital platforms.
- Define how digital platforms enable campaign execution, personalization, loyalty engagement, account servicing, reservation management, lifecycle communications, and scalable digital content delivery.
- Guide innovation involving generative artificial intelligence and automation for marketing, search, personalization, digital servicing, customer care, and problem resolution.
- Ensure the digital ecosystem supports enterprise growth and customer experience excellence across the guest journey.
About the company
Choice Hotels operates a global hotel franchising network with a range of brands from upscale to economy. Its model lets property owners use the brand name by paying fees, while gaining access to centralized reservations, marketing, loyalty programs, and standardized quality guidelines; owners still handle day-to-day operations. Unlike some competitors that own hotels, Choice Hotels primarily franchises or leases properties and supports growth through its brand system. Its goal is to expand its franchise network worldwide and provide reliable guest experiences and predictable opportunities for franchisees through a broad, tiered brand lineup.
Company Size
1,001-5,000
Company Stage
IPO
Headquarters
Rockville, Maryland
Founded
1941
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Simplify's Take
What believers are saying
- Second-quarter 2026 net income reached $64 million, with adjusted EBITDA up 6%.
- U.S. room openings rose 27% in Q2 2026, the best second quarter since 2019.
- Harvest Hosts expands Choice into outdoor RV travel with 11,200 host locations.
What critics are saying
- Choice faces a Maryland data-breach class action filed February 25, 2026.
- Judge confirmed Choice's $309,883 franchise award in August 2026, signaling persistent operator friction.
- A failed Harvest Hosts integration after the September 30, 2026 acquisition would waste $130 million.
What makes Choice Hotels unique
- Choice Hotels' 22-brand, 7,500-hotel platform spans economy through upscale globally.
- Choice Privileges now adds free points sharing, Titanium status, and milestone rewards.
- Choice's conversion-led model drives 77,300-room pipeline, 96% in extended stay, midscale, upscale.
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Benefits
Health Insurance
Dental Insurance
Vision Insurance
Paid Vacation
Paid Sick Leave
Paid Holidays
Hybrid Work Options
401(k) Retirement Plan
Employee Discounts
Growth & Insights and Company News
6 month growth
3%1 year growth
3%2 year growth
3%Choice Privileges launches free points sharing for members. Choice Hotels International has introduced free points sharing through its Choice Privileges loyalty programme, allowing members to transfer points to friends and family. The feature gives travellers a way to combine smaller balances towards reward stays and other redemptions, rather than waiting to earn enough points in a single account. It forms part of a wider update to the programme, which includes milestone rewards, faster routes to Elite status and a new top-tier Titanium status. Combining points for reward stays. Members can use the new feature to help fund a shared trip or contribute points towards someone else's stay. Transfers are free, according to Choice Hotels. For families and friends with points spread across separate accounts, the option could make balances easier to use by bringing them together for a redemption. "Today's travelers are increasingly looking for more meaningful ways to experience the world together," said Geeta Chandan, Vice President, Loyalty, Choice Hotels International. "By introducing points sharing as part of Choice Privileges, we're making it even easier for our members to make memories together, whether they're planning a family vacation, celebrating a milestone or simply helping a loved one get closer to their next getaway." Broader changes to Choice Privileges. Points sharing joins a series of changes intended to give members more ways to earn and redeem rewards. These include milestone rewards and additional opportunities to reach Elite status, alongside the introduction of Titanium as the programme's highest tier. Choice Privileges members can earn rewards at thousands of hotels worldwide and redeem points for hotel nights, gift cards and travel experiences. Choice Hotels' portfolio spans 51 countries and territories, with brands including Cambria Hotels, Comfort, Quality Inn and Everhome Suites. Published by Maisha leads the editorial direction at TravelWires, overseeing daily news coverage and long-form features. With a background in digital journalism, she focuses on maintaining high reporting standards while highlighting stories that shape the modern travel landscape. In Case You Missed It
Choice Hotels International announces retirement of Chief Human Resources Officer Patrick Cimerola. Oct 01, 2026, 09:10 ET After 25 years with the company, longtime people leader to retire at the end of 2026 NORTH BETHESDA, Md., Oct. 1, 2026 /PRNewswire/ - Choice Hotels International, Inc. (NYSE: CHH), today announced that Chief Human Resources Officer Patrick Cimerola will retire from Choice Hotels at the end of 2026 after a distinguished 25-year career with the company. Since joining Choice Hotels in 2001, Cimerola has played a pivotal role in advancing the company's people strategy and leadership development efforts. During his tenure, he helped guide the organization through significant periods of growth and transformation, including Chief Executive Officer transitions, the integration of major acquisitions, and the company's response to the COVID-19 pandemic. "Patrick's impact on Choice Hotels extends far beyond human resources," said Dom Dragisich, President and Chief Executive Officer, Choice Hotels International. "For 25 years, he has helped shape the culture, values, and leadership principles that have enabled our company to grow and thrive. His steady leadership, sound counsel, and deep commitment to our people have left an enduring mark on this organization. We are deeply grateful for his extraordinary contributions and wish him all the best in his well-earned retirement." Under Cimerola's leadership, Choice Hotels strengthened its reputation as an employer of choice and earned recognition from notable organizations for its workplace culture and commitment to fostering an environment where associates can grow and succeed. "It has been a privilege to represent Choice Hotels and work alongside so many talented associates during the past 25 years," said Patrick Cimerola, Chief Human Resources Officer. "I am incredibly proud of what we have built together and grateful for the relationships and experiences that have defined my career. Choice Hotels has always been a place where people are welcomed, valued, and respected, and I am confident the company is well-positioned for continued success in the years ahead." "Patrick has been a trusted advisor by my side through some of the most transformative moments in our company's history. He has been the driving force behind our people strategy and fostered a resilient culture that supported our growth from a mid-sized lodging franchisor into a global industry leader. He has been a guiding light for our culture and our people," said Stewart Bainum, Jr., Chairman of Choice Hotels International. "I have worked with Patrick for decades and proudly watched him grow into the strong leader he is today. I want to thank him for his service and partnership." The company will conduct a comprehensive executive search for Cimerola's successor. He will continue serving as Chief Human Resources Officer through December 2026 and will then serve as a special advisor to the company to help ensure a seamless leadership transition. About Choice Hotels(R) Choice Hotels International, Inc. (NYSE: CHH), is one of the largest lodging franchisors in the world, with over 7,500 hotels, representing nearly 650,000 rooms, in 49 countries and territories. A wide-ranging portfolio of 22 brands that includes full-service upper upscale, midscale, extended stay, and economy properties enables Choice(R) to meet travelers' needs in more places and for more occasions while driving more value for franchise owners and shareholders. The award-winning Choice Privileges(R) rewards program and co-brand credit card options provide members with a fast and easy way to earn reward nights and personalized perks. For more information, visit www.choicehotels.com. SOURCE Choice Hotels International, Inc.
Choice Privileges adds free points sharing for friends and families. The new loyalty feature lets members transfer points to one another, combining balances more quickly for reward nights, travel experiences and other redemptions. Choice Privileges has introduced free points sharing, allowing members to transfer rewards points to friends and family. Key takeaways. * Choice Privileges members can now transfer points to friends and family at no charge. * The feature is designed to help members combine smaller balances and reach reward nights, travel experiences and other redemptions faster. * Points sharing joins other recent Choice Privileges changes including milestone rewards, faster routes to Elite status and a new Titanium tier. * Choice Hotels says the loyalty program supports stays and rewards across its international hotel portfolio. (NEWS) NORTH BETHESDA, Maryland, United States, 2026-Oct-01 - /Travel PR News/ - Hotel loyalty balances no longer have to stay with a single traveller inside Choice Privileges. Choice Hotels International has introduced free points sharing, allowing members to transfer points to friends and family and combine balances toward future travel rewards. The feature is aimed at a common loyalty-program problem: one person may have enough points to contribute toward a trip while another is still short of a useful redemption. By allowing members to move points between accounts, Choice says households and travel companions can reach reward nights, travel experiences and other benefits more quickly. Choice has not positioned the change as a stand-alone promotion. Instead, points sharing forms part of a broader redesign of the Choice Privileges program that has been adding new earning, redemption and status options. A more flexible way to build a usable points balance. Under the new feature, members can transfer points to friends or family without a transfer fee. That creates several practical uses: travellers can help fund a shared reward stay, consolidate smaller balances or move points to someone who is closer to a redemption threshold. "Today's travelers are increasingly looking for more meaningful ways to experience the world together," said Geeta Chandan, Vice President, Loyalty at Choice Hotels International. She said the new capability is intended to make it easier for members to plan family holidays, milestone trips and other shared getaways. The company has not disclosed additional transfer limits or account-level restrictions in the material released with the announcement, so members should check the program's current terms before moving points. Points sharing joins a wider Choice Privileges overhaul. The launch follows a series of Choice Privileges enhancements announced as the company reshaped the program around more frequent rewards and faster progress toward status. Recent additions include milestone rewards, accelerated paths to Elite status and a new top-level Titanium tier. Points sharing extends that strategy beyond the individual account by making earned points more useful across families and groups travelling together. That can be particularly relevant for occasional travellers whose balances may otherwise build slowly. Combining points can turn several modest accounts into one balance large enough for a practical redemption, without requiring each traveller to wait until they independently reach the same threshold. Choice ties loyalty flexibility to a broad hotel network. Choice Privileges can be used across a hotel portfolio that includes brands such as Cambria Hotels, Comfort, Quality Inn and Everhome Suites, with properties in 51 countries and territories according to the company's announcement. Members can redeem points for hotel stays as well as other rewards including gift cards and travel experiences. Choice also points to the program's recent recognition in external hotel-rewards comparisons, including a 2026 WalletHub-related announcement. For travellers, the practical change is straightforward: points earned by different people can now contribute to the same travel goal. That gives Choice Privileges members another option for turning fragmented loyalty balances into stays and other rewards, particularly when planning trips together.
Choice Hotels International has agreed to acquire Harvest Hosts, an RV travel membership company, for approximately $130 million in an all-cash transaction. The deal extends Choice Hotels' reach into the outdoor travel market whilst maintaining its asset-light strategy. Harvest Hosts connects RV travellers with overnight experiences at more than 11,200 host locations, including wineries, farms, breweries and museums. Research shows Choice Privileges members over-index amongst RV travellers, creating opportunities to deepen engagement with existing members. Harvest Hosts will continue operating as a standalone business under its existing brand, with founder Joel Holland remaining as CEO. The transaction will be funded through cash on hand and borrowings under Choice Hotels' existing revolving credit facility. The deal is expected to close on 1 October 2026, subject to customary closing conditions. Choice Hotels acquired 100% of Harvest Hosts from Stripes, a New York-based growth equity firm, and other shareholders.
Choice Hotels expands upscale portfolio with six US openings. The additions include two Cambria sites and four Ascend Collection establishments. Choice Hotels International has expanded its domestic footprint with the launch of six properties across its Cambria Hotels and Ascend Collection banners. The additions include two Cambria sites and four Ascend Collection establishments, contributing to an upscale division that encompasses more than 300 active US hotels alongside roughly 150 pipeline projects spanning the Cambria, Ascend Collection, Radisson, Radisson Blu, and Radisson Individuals brands. The new Cambria developments are located in Colorado and Florida. Five miles from the US Air Force Academy, the Colorado Springs site provides 97 rooms and suites, an on-site eatery, a rooftop bar, meeting space, and a round-the-clock grab-and-go retail outlet. In Jacksonville, the Cambria establishment features guest accommodation, a restaurant and bar, complimentary Wi-Fi, a fitness centre, an outdoor swimming pool, rooftop event facilities, and a grab-and-go shop. Along the Florida Gulf Coast, the company introduced two Ascend Collection sites in Sarasota that share communal amenities, including an outdoor pool, breakfast facilities, a fitness centre, and a joint event space. Coral Pointe contains 107 guestrooms and apartment-style units, whereas the 86-room Caretta Landing incorporates an outdoor heated pool, retail space, meeting rooms, and complimentary coffee. The remaining two Ascend Collection properties are positioned in Wisconsin and Vermont. In Mishicot, Wisconsin, the Fairway Inn and Suites house 102 renovated rooms, conference facilities, an indoor heated pool, a hot tub, a gym, and the Greyfox Bar and Grill, with access to golf packages at a neighbouring 45-hole course. At the base of Bromley Mountain in Peru, Vermont, the 50-room Sun Lodge features direct ski access in winter, function space, a games room, a sundeck, outdoor fire pits, and picnic grounds. Give your business an edge with its leading industry insights.