Area Director, Upscale Franchise

Area Director, Upscale Franchise Performance### Area Director, Upscale Franchise Performance Apply:
Field/Remote:
Full time:
Posted Yesterday:
R22595
** Job Summary
** The Area Director, Upscale Franchise Performance is a strategic individual contributor responsible for driving financial, commercial, operational, and guest-experience performance across a portfolio of upscale, select-service, and full-service hotels. Reporting to the Senior Regional Director, this role serves as a trusted advisor to franchise owners, property leaders, and above-property management teams, translating Choice Hotels' strategies into property-level actions that strengthen revenue, profitability, guest satisfaction, and competitive positioning.

The Area Director applies deep hospitality expertise, independent judgment, and advanced financial and market analysis to diagnose performance opportunities and develop solutions tailored to individual hotels and markets. The role has no direct reports but provides functional leadership, coaching, and expertise across a matrixed network of franchisees and hotel leaders.  
** Responsibilities
* * Strategic Leadership & Commercial Performance  
* Serve as a strategic advisor to franchise owners, property leaders, and above-property management teams, translating broader corporate and brand strategies into actionable property-level objectives.
* Develop, refine, and influence execution of commercial, revenue, sales, and marketing strategies designed to improve hotel performance.
* Analyze market trends, demand drivers, competitive performance, guest feedback, and property results to identify opportunities for revenue growth and competitive differentiation.
* Align operational, financial, and commercial priorities to strengthen RevPAR, ADR, market share, profitability, and overall hotel performance.
* Apply independent judgment and deep hospitality expertise to complex property and market challenges, recommending data-driven actions with meaningful financial and operational impact.  Operational Excellence  
* Evaluate hotel operations, brand compliance, service quality, commercial effectiveness, and financial performance to identify opportunities for improvement.
* Partner with franchise owners and hotel leadership to diagnose performance gaps and develop property-specific action plans that improve operational effectiveness and competitive positioning.
* Champion effective use of Choice proprietary systems and resources, including choice ADVANTAGE, iDeaS G3, Medallia, and Choice University.
* Guide complex hotels, including properties with multiple food and beverage outlets and meeting/event operations, in addressing operational and commercial challenges.
* Share expertise and best practices across the portfolio to strengthen execution and sustainable performance.  Revenue Growth & Financial Management  
* Analyze property P&Ls and financial reporting to identify opportunities to improve revenue, profitability, cost management, GOP, and ROI.
* Advise franchisees on revenue-management practices, demand forecasting, pricing, distribution, and commercial strategies.
* Develop and influence execution of property-specific revenue, sales, and marketing plans based on local market conditions and performance opportunities.
* Guide execution of strategic marketing, local sales, and brand-supported revenue programs, including Choice Privileges.
* Translate complex financial, operating, market, and guest data into clear recommendations for franchise owners and hotel leaders.  Franchisee & Stakeholder Partnership  
* Build trusted, high-impact relationships with franchise owners, operators, hotel leaders, and internal stakeholders.
* Provide strategic guidance and actionable recommendations that support franchisee success and long-term hotel performance.
* Represent Choice Hotels at appropriate industry events, franchisee associations, and networking forums.
* Collaborate cross-functionally with franchise sales and other Choice teams to support business opportunities and portfolio growth.
* Influence outcomes across a matrixed environment without direct reporting authority.  Leadership, Coaching & Knowledge Sharing  
* Coach and advise General Managers and other property leaders on operational, commercial, financial, and guest-experience opportunities.
* Provide subject-matter expertise to help property leaders address complex performance challenges.
* Promote participation in applicable learning and development resources, including Choice…