Choice Hotels International, one of the world’s largest hotel franchisors, announced Michelle Masters has joined the company as regional vice president of franchise services, Northeast region. In the role, Masters will lead the company’s area directors, a field-based team of franchise operations business consultants, to help drive system-wide hotel performance and owner satisfaction throughout the Northeast United States.
Masters brings more than 20 years of experience in operations and management to Choice’s franchise services team. Prior to joining Choice, Masters served as a regional vice president of franchise operations for Radisson Hotel Group, where she developed and implemented strategies to help the company’s hotel owners streamline operations, optimize profitability, and increase customer loyalty. Earlier in her career, Masters held various leadership positions related to hotel operations, compliance and sales.
Masters is a Certified Hotel Administrator and was recognized as one of Hotel Management’s Top 30 Influential Women in Hospitality in 2018.