For fifteen years, Choice Hotels has been strengthening its longstanding commitment to diversity through its Emerging Markets program. In early December, Choice 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. CHOAAA objectives include:

  • Ensuring that Black and African American owners are fully engaged in all the benefits associated with owning Choice-brand hotels.
  • Incorporating Black and African American owners, hotel employees and vendors fully into the Choice Hotels system.
  • Collaborating and recognizing the importance of Blacks and African Americans in the overall success of the company.
  • Advising Choice leadership on areas such as communication, innovation, ideation, creativity and decision making.

BLACK ENTERPRISE spoke with John Lancaster, regional VP of Emerging Markets, Franchise Development and Owner Relationships, to learn more about CHOAAA and the importance of this initiative.

Read the full interview here.