ASIA-PACIFIC LEADERS
Trent Fraser
Chief Executive Officer, Choice Hotels Asia-Pac I’m proud of how our entire organisation has collectively handled the challenges of the last year.
“I’m encouraged by sharp uplifts in our business, and the increasing desire to travel.” Trent Fraser, Choice Hotels Asia-Pac
THERE IS NO denying that the last 12 months have been challenging for the accommodation industry. However, as we move into 2021, our focus is on delivering strong results for our franchisees and focusing on continuing our recovery efforts. Pleasingly, we finished out 2020 with direct bookings 65% up in December, year-on-year, as well as a strategic organisational realignment to put us in the best position to achieve success in 2021. Every one of our team members have shown the leadership qualities of resilience, collaboration, leading by example, striving to win, and driving success for our franchisee network. There has been times of challenge and uncertainty. At times, it has been a struggle, but what I am most proud of is that no one gave up – everyone persevered in accomplishing goals and continuing to deliver for our franchisee network. We introduced several new initiatives in 2020, including our global, industry-leading ‘Commitment to Clean’ program to help our hotels maintain the highest standards of hygiene and look after their guests and staff. There was extensive work with individual properties
to create and submit their COVID-Safe plans to local authorities and access government support. Importantly our team provided regular mental health support and resources too. Flexibility continues to be a central theme for the way our team works. With most of us across the region working from home, and not connecting in person, it has forced us to rely on relationships that we’ve built up, our strong reputation, and our results. Video conferencing The Haus Group in Hahndorf, SA is a new has become the norm, and member of the Choice personally, I’m pleased to see it Hotels Asia-Pac family
SNAPSHOT: CHOICE HOTELS ASIA-PAC Number of hotels and rooms (Globally): 7,500 in more than 40 countries Number of hotels and rooms (Asia-Pacific): 300-plus Year first hotel opened (Globally): 1939 Year first hotel opened (Asia-Pacific): 2002 Year the company was founded: 1939 Brands in the organisation: Ascend Hotel Collection, Clarion, Quality, Comfort, Econo Lodge Head office locations: Rockville, Maryland and Melbourne, Australia
38 HM The Business of Accommodation
replace the traditional phone call, allowing us to increase personal, face-to-face interactions. To highlight just how different our development team, in particular, has worked, in 2019, they spent an average of 20% of nights in the working year away from home, travelling to meet with owners. In 2020, this was entirely replaced by virtual interactions. I’m feeling optimistic about the year ahead. We closed out 2020 with two new group partnerships, each with three properties. I’m thrilled to welcome The APX group based in Sydney, and The Haus Group based in Hahndorf in the Adelaide Hills to the Choice Hotels family. We’re continuing our sharp focus on business delivery to our franchisees with the development of a Revenue Generation Unit (RGU), led by Kari Hunter after a promotion to Senior Director Strategy, Sales and Marketing. Additionally, a newly established Choice Hotels’ Franchise Performance Unit (FPU) combines our Franchise Services and Revenue Management and Distribution teams, headed by Director of Performance and Revenue Management, Anthony Stanley. We’ve also made several other key appointments, including Cameron Burke, Director of Investor and Portfolio Growth, whose focus will be on growing our network of properties through strategic, investment led initiatives. Cameron brings his extensive corporate background to the role – he was previously Special Counsel with AJ and Co. Lawyers in Brisbane. We also welcomed Procurement Manager, Michael Thomas, previously Director of Procurement at Hyatt Hotels, who brings significant experience and relationships to our team. Katie Cage joined the marketing team as Manager Loyalty and Campaigns. Previously, Katie held the position of Marketing Manager at BIG4 Holiday Parks and brings a wealth of marketing experience across regional accommodation, leisure and franchising. Each year brings us unique challenges and opportunities. I’m encouraged by sharp uplifts in our business, and people's increasing desire to travel. Our resilience, strength and determination are what will allow us to continue to grow, and drive results in this year, and beyond. n