TORONTO — Choice Hotels Canada is moving into 2021 with a new sales strategy and department overhaul.
The franchisor has rolled out a new multi-tiered approach to sales that aims to further strengthen the company as it plans for the future. Changes include a re-organization of its sales division and strategy to place its hotels and brands in a progressive position at all levels of sales.
This re-organization includes the appointment of Derrick Britt as director, Sales Canada. Britt has more than 20 years of diverse hotel-management experience and will lead the sales team through the transformation. Prior to taking on this role, Britt was a Franchise Performance consultant for Choice Hotels Canada.
“Our franchisees are the heart of our business and this investment is critical to their success, particularly after the challenges the industry has — and continues to face — due to COVID-19,” says Julie Chan-McConnell, senior director, Commercial Strategy & Performance, Choice Hotels Canada. “I am thrilled with the team we’ve assembled and confident that under Derrick’s leadership, we will take our sales efforts to the next level.”
Other key appointments include Katie Anderson and Peter Sellick. Anderson has been promoted to senior manager, Sales Operations. She joined Choice Hotels Canada in 2017 as Regional Sales manager for Ontario and Manitoba and has been able to turn that experience into valuable insights when optimizing sales operations effectiveness.
Sellick will move into the newly created manager, Market Sales position, which will focus on increasing the company’s value to franchisees through incremental brand and local-sales delivery. He will also lead broader sales training for all hotels. Previously, he held the role of Regional Sales manager in Western Canada.