Choice Hotels announces new head of operations for EMEA

Choice Hotels has promoted Marielle Vroemen as its new head of operations for the EMEA region.

Amsterdam-based Vroemen, who first joined Choice last year as director of franchise performance and revenue management, becomes part of the company’s EMEA leadership team following her promotion.

She will now have responsibility for the “strategic development and execution” of the company’s franchisee model. This will include onboarding, training, system integration, communication, franchisee support and brand management.

In a statement, Choice said it was focused on “strategic growth” across the EMEA region, where its portfolio currently includes around 400 properties in 17 countries across its Ascend Hotel Collection, Clarion, Comfort and Quality brands.

David Beers, CEO of Choice Hotels EMEA, added: “Since joining Choice hotels EMEA in 2023, Marielle has played a key role in driving commercial and operational success across EMEA, building strong relationships with our owners, management teams and partners to deliver exceptional results.

“I look forward to Marielle applying her extensive experience to further enhance our franchise operations and deliver even greater value to our franchisees and guests.”

Before joining Choice, Vroeman held various roles at Marriott International as well as other hotel companies during her career in the hospitality industry.

“I am pleased to be taking on the role of head of operations and further collaborating with the team and franchisees to build on Choice Hotel EMEA’s reputation and drive continued success,” added Vroeman.

Earlier this year, Choice appointed Cedric Bartolini as the company’s new commercial head for the EMEA region.