Choice Taps Head As Strategy Leader

Choice Hotels International last month appointed former BearingPoint managing director Daniel Head to the position of vice president of corporate and business strategy. In addition to helping to guide the company's five-year plan and overall business strategies, Head said he immediately will begin work on the launch of the company's Cambria Suites brand, which is set to open its first property next summer. The more upscale lodging brand is a departure from Choice's roster of midprice and economy brands.

"We're in the midst of a pretty important strategic launch of our new brand, Cambria Suites," Head said last week. "I'm pretty focused on that. We've got some big expectations on that product and we're trying to marshal our resources around a successful launch. It's putting us into a new segment, with new customers and a new set of franchisees. We're excited about what they can do for our company and help us move up the food chain."

Choice said Cambria Suites will focus on contemporary design and business-travel-friendly amenities and compete in the same business travel market as Courtyard by Marriott and Hilton Garden Inn. "It's targeting a higher average daily rate than our top-end products right now," Head said, "so we're looking for more business travelers on that."

Head said he worked closely with Choice when he was a consultant with Arthur Andersen Business Consulting and BearingPoint, giving him years of familiarity with the company and its products. "Choice was one of my key clients when I was at Arthur Andersen. I probably did less work with them when I was with BearingPoint, but I've done a little bit of work and maintained those contacts," he said.

Head reports to Choice executive vice president and chief financial officer Joseph Squeri. "Dan brings proven management experience to Choice, with particular expertise in strategic planning, information systems, business process re-engineering and systems integration," Squeri said in a statement last month. "His knowledge of the hospitality industry and Choice from his consulting work will be a great asset to us." Choice last month also brought on Patrick Pacious, Head's colleague from both BearingPoint and Andersen, as senior director of corporate and business strategy.

Meanwhile, Choice last week acquired Suburban Franchise Holding Co. The deal gives Choice an economy extended-stay brand and adds 67 Suburban Extended Stay Hotels to the Choice's network.