Choice Hotels International announces the creation of the Choice Hotels Owners African American Alliance (CHOAAA).
As the hotel industry's franchisee-focused group dedicated to Black and African American hoteliers, CHOAAA will provide ongoing representation, support and advocacy for these underrepresented entrepreneurs.
The racial and social inequality challenges facing our nation and industry have moved us as a company to do more, building on the work we've been committed to for decades.
As part of our pledge to cultivate a culture of diversity, equity and belonging, we have taken steps to decisively move us forward — including creating a franchise owner's council supporting Black and African American hoteliers. It is our goal to provide a platform for owners to express their voices and unique experiences directly with us, and we look forward to working together with this dynamic group of leaders to advance diversity across the hospitality industry.
said Patrick Pacious, president and chief executive officer, Choice Hotels.
CHOAAA's mission is to provide a forum for Black and African American hotel owners of Choice-brand hotels to engage directly with the company's leadership and emerging markets team in the development and execution of key initiatives. This dialogue is intended to help enhance the diversity of Choice Hotels' ownership base by increasing representation of the Black and African American community.
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