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Much
of this effort
will continue to bring more consistency to
our hotel products while allowing targeted
development to move forward.
We also
are reviewing the brands to see if
there are opportunities to reposition them
within segments to give consumers a clearer
choice among our offerings. To date,
research shows that market share can be
gained through better brand positioning
and definition. This, in turn, will
strengthen the product we offer to potential
and existing franchisees. To back that
product up, we also adopted in 1999 a
Franchise Trust Pact that spells out our
code of conduct as a franchisor.
Stronger
brands also give us greater opportunity globally. Our International
division
enjoyed terrific growth in 1999, as we
added 493 hotels to our system. We now
have more than 1,100 hotels open outside
of the United States. Our development
partners in Europe, the Middle East, Latin
America and the Asia-Pacific region have
embarked on ambitious growth plans that
will add significantly to our Comfort,
Quality, Clarion and Sleep hotel brands.
As more
international travelers experience
and enjoy our brands in their own countries, they likely will
select our brands on visits to the United States. Conversely,
as
more of our American guests travel inter-nationally for business
and pleasure, they
will seek out our brands if we can develop
properties in the right gateway destinations.
Our
vision is simple: Reach More Consumers,
Deliver Exceptional Services, Build
Strong Brands. These elements
serve as the hallmarks of our day-to-day
operations. This year’s report tells the
story of how we are carrying out our
vision every hour of every day.
A
Word of Thanks
Choice
could not embark on this new
strategic course without the support and
talent of our associates. We are fortunate
to have a unique blend of dedicated, long-term employees and
relative newcomers
who enthusiastically share our vision for
Choice. The Company’s strong 1999
performance speaks to our associates’ ability
to pull together and achieve successfully.
I thank each and every one of them for
their effort and support.
At the
same time, Choice has a superb
Board of Directors, led by Stewart Bainum,
Jr., that provides our management team
with sound advice and guidance. The
Board’s individual and collective support
has contributed greatly to our success.
This spring Jim Rempe will be stepping
down from our Board. We wish Jim well
and thank him for his 30 years of outstanding service to our
Company as a
member of management and as a director.
A recent addition to our board is William
L. Jews, president and chief executive officer of CareFirst
BlueCross BlueShield, the
largest health insurer in the greater
Washington, D.C. region. Bill’s 25-year
career in healthcare administration
demonstrates his business acumen, which
is complemented by his inspiring sense of
service to his community.
Given
the fine support of these associates
and directors, I look forward to even
greater progress for Choice as we build
on our achievements and set our sights on
new horizons.
Charles
A. Ledsinger, Jr.
President
and Chief Executive Officer
March
15, 2000
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