Area Director, Franchise

JOB SUMMARY

The Area Director, Franchise Performance, Core Brands is responsible for driving the commercial performance of a portfolio of midscale and upper-midscale franchised hotels. Acting as a trusted advisor to hotel owners, operators, and management companies, this role leverages revenue, market, and operational performance data to identify opportunities for growth and profitability. The Area Director develops and influences execution of strategic commercial action plans that improve RevPAR, market share, ADR, occupancy, revenue growth, and owner profitability.

Through a combination of on-site consultations, virtual engagements, business reviews, and cross-functional collaboration, the role aligns hotel performance strategies with company initiatives and available resources. This position partners closely with Revenue Management, Sales, Marketing, Loyalty, Distribution, Brand, and Operations teams to support commercial excellence and sustained portfolio growth while fostering strong franchisee relationships and driving program adoption.

Serve as a strategic commercial advisor to hotel owners and operators, using hotel, portfolio, and market data to identify revenue opportunities and performance improvement initiatives. Conduct property visits, performance reviews, and business consultations that connect revenue strategy, sales activation, marketing, distribution, loyalty participation, guest experience, and operational execution to profitable growth. Influence stakeholder adoption of agreed-upon commercial priorities through clear accountability, performance goals, and follow‑through.

Evaluate market demand, competitive positioning, business mix, pricing strategy, distribution effectiveness, and sales performance to prioritize the highest‑value opportunities. Develop action‑oriented recommendations that improve revenue generation, profitability, market share, and long‑term owner value.

Drive improvement in portfolio and hotel-level commercial metrics, including RevPAR, RevPAR Index, ADR, occupancy, revenue growth, and profitability. Analyze performance trends, pace reports, demand drivers, channel contribution, competitive intelligence, and market dynamics to guide performance strategies. Partner with Revenue Management resources and hotel leadership to align pricing, inventory, forecasting, and segment strategies with evolving market conditions. Monitor commercial dashboards and performance indicators, proactively identifying risks and adjusting strategies to improve outcomes.

Escalate performance concerns and recommend corrective actions when business objectives are not being achieved.

Coordinate targeted support from Revenue Management, Sales, Marketing, Loyalty, Distribution, Brand, and Operations partners based on individual hotel opportunities and needs. Increase engagement and participation in proprietary revenue‑generating programs and initiatives. Measure and assess the effectiveness of resource activation by evaluating business impact, program participation, and performance improvements. Ensure hotel teams understand and leverage available corporate resources to maximize commercial results.

Translate complex operational and financial data into actionable recommendations for owners and hotel leadership teams. Utilize internal and external performance tools, dashboards, benchmarking resources, and business intelligence platforms to quantify opportunities and inform decision-making. Apply trusted‑advisor consultation practices to align stakeholders around commercial priorities,…