ROCKVILLE, MD—Choice Hotels International, Inc. has announced that Anne Engelking Smith has joined the company as VP of Brand Strategy. Previously, Smith was responsible for overseeing the AARP brand in commercial marketing and driving membership growth including the organization’s multicultural membership base.
At Choice Hotels, Smith will oversee the brand strategies for nine of the company’s midscale, economy and extended stay brands: Comfort Inn, Comfort Suites, Sleep Inn, Quality Inn, Clarion, Econo Lodge, Rodeway Inn, Suburban and MainStay Suites. Smith will lead the overall strategy for this portfolio of brands to promote a compelling value proposition to both franchisees and consumers, with goals of optimizing unit growth, and driving central reservations.
“Choice Hotels enjoys some of the strongest brands in the industry from our iconic Comfort Inn to our storied Quality Inn which was the first of our brands. Under Anne’s leadership our portfolio of brands will become even stronger,” Alexandra Jaritz, SVP of Brand Strategy and Marketing, said in a statement.