How This Hotel Brand Is Creating A Lane To Attract More Black-Hotel Owners
Photo Credit: Adobe Stock

Photo Credit: Adobe Stock

How This Hotel Brand Is Creating A Lane To Attract More Black-Hotel Owners

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Parker Diakite
Parker Diakite Dec 24, 2020

Earlier this month, Choice Hotels launched Choice Hotels Owners African American Alliance (CHOAAA), the hotel industry’s only franchisee-focused group dedicated to Black and African American hoteliers.

CHOAAA will provide ongoing representation, support, and advocacy for these underrepresented entrepreneurs.

“The racial and social inequality challenges facing our nation and industry have moved us as a company to do more, building on the work we’ve been committed to for decades,” said Patrick Pacious, president and chief executive officer, Choice Hotels. “As part of our pledge to cultivate a culture of diversity, equity, and belonging, we have taken steps to decisively move us forward — including creating a franchise owner’s council supporting Black and African American hoteliers.”

 Eight people were chosen to serve on CHOAAA’s initial membership.

John Lancaster, regional VP of Emerging Markets, Franchise Development and Owner Relationships, told Black Enterprise that he hopes that CHOAAA will create a lane for more minority owners.

“The Emerging Markets program assists minorities with the application and ownership process, specifically around the financial support needed to become an owner,” he said “Creating CHOAAA […]  tells potential owners that by coming into Choice, you’ll be in business for yourself, but not by yourself.  It provides African Americans an opportunity to engage with executives on key initiatives and make their voices heard. We are here with you every step of the way.”