Choice Hotels International has appointed Eleonora Tarzibachi as Head of Brand Development and Management of its Ascend Hotel Collection, the industry’s first and largest global, soft brand collection of independent unique, boutique and historic hotels and resorts. Mr Tarzibachi, who previously served as Choice’s Senior Director of International Strategy and Business Performance, will lead the brand’s worldwide expansion. Ê
“The essence of the Ascend Hotel Collection is authenticity,Ó said Janis Cannon, Senior Vice President of Upscale Brands at Choice Hotels International. ÒThese hotels provide travelers an immersive experience enveloped in local charm, no matter where they are in the world.
“Eleonora’s extensive experience in international business strategy brings a true understanding of the global marketplace to the Ascend Hotel Collection. We are so thrilled to have Eleonora at the helm to continue to drive our worldwide reach and provide innovative ideas and solutions for our members and our guests.”
Choice Hotels pioneered the “soft brand” concept in 2008 with the Ascend Hotel Collection, delivering to independent hoteliers the ability to remain distinct and unique while equipping them with powerful business tools, including Choice’s industry leading technology, robust distribution channels and rapidly expanding award-winning loyalty program, Choice Privileges. Today, there are more than 170 Ascend Hotel Collection properties open and operating around the world.
“I worked closely with the Ascend soft brand in my most recent role as I interfaced with multiple countries and territories for the International Division,” said Ms Tarzibachi. ÒI have incredible passion for this portfolio and opportunity. My international role also provided me with a deep understanding of the different needs of the diverse Ascend Hotel Collection traveler and membership base, as well as its growth potential.”
Ms Tarzibachi began her career at Choice Hotels in 2000 as a Business Analyst and progressed to her most recent position as Senior Director of International Strategy and Business Performance where she developed strategic growth plans for the international portfolio.Ê
