Choice Hotels EMEA appoints head of its new Franchisee Performance Department

3 min reading time

Published on 12/07/23 - Updated on 17/07/23

Marielle Vroemen

Choice Hotels EMEA has announced the appointment of Marielle Vroemen to the position of Director of Franchise Performance and Revenue Management. She will be tasked with heading up the hotel company’s newly established Franchisee Performance Department.

Marielle Vroemen brings over 15 years’ experience in hotel revenue strategy and optimisation to Choice and has worked across Europe and the Middle East.

She began her career in hospitality in 2004 as Duty Manager at Le Méridien Montparnasse. She then gained further experience over the next five years in various managerial roles at Hotel Metropole, Marriott Brussels, and Courtyard Prague Airport & Courtyard Plzen.

Between 2009 and 2013, Vroemen worked at Marriott Cluster Vienna. She was initially Revenue Manager before getting promoted to the role of Market Director of Revenue Management.

She moved to the Middle East in 2013 when she was appointed Director of Revenue at Waldorf Astoria Ras Al Khaimah. A year later, she joined Shangri-La Hotels and Resorts as Director of Revenue Management. In 2017, she was hired by The Ritz-Carlton Hotel Company as Director of Revenue of the Dubai International Financial Centre property.

Prior to joining Choice Hotels EMEA, Marielle Vroemen held several senior posts at Marriott. She joined the company in 2018 and, over the intervening four years, she worked as Market Lead Revenue Integration UAE, Director of Revenue Strategy, Multi-Property Director of Revenue Strategy, and, finally, Market Director of Revenue Strategy.

The role of the new Franchisee Performance Department is to support franchisees with revenue management, brand training, and performance optimisation.

Its launch is also accompanied by the creation of a Franchise Performance Support Centre dedicated to helping properties with their day-to-day queries.

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. 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.

Helen Ter Beek, Senior Director Commercial & Operations at Choice Hotels EMEA

As the only 100% franchisee focused hotel group in EMEA, building on Choice Hotels International's 80-year global legacy of enhancing franchisee performance while igniting people’s passion for hospitality franchising, Choice Hotels EMEA has already laid the foundations for elevating the franchisee offer. Choice Hotels EMEA is on a journey to positively transform hospitality franchising to become the franchisor of choice and I am looking forward to applying my experience and skills, alongside my commitment to revenue strategy and optimisation, to a renowned and fast-growing hotel chain. Together with our new Franchisee Performance Department, I’m confident we will be able to unlock exceptional opportunities, that are focused on driving higher returns on investments, for our franchisees, while cementing our position across the EMEA region.

Marielle Vroemen, Director of Franchise Performance & Revenue Management at Choice Hotels EMEA

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