Choice Hotels raids rival for new marketing director

Nick Bosworth, Choice Hotels EMEA
Nick Bosworth, Choice Hotels EMEA. (Choice Hotels)

Choice Hotels EMEA has appointed a new director of marketing, brand and loyalty.

Nick Bosworth joins from Accor where he held a global brand leadership role for Mövenpick brand. Before Accor’s acquisition of the company, he led the brand, marketing, CRM, loyalty and PR activities for Mövenpick Hotels & Resorts, and has held strategic marketing roles with IHG and Worldhotels.

Bosworth is responsible for leading a pan-European marketing team with a focus on direct booking channels. He manages all aspects of customer loyalty and engagement and will also be responsible for the execution of loyalty and non-loyalty campaigns and promotions, including branding and advertising, and managing key partnerships.

Bosworth reports into Helen ter Beek, senior director commercial and operations who oversees the company’s core value proposition of brand management, revenue and performance optimisation, and a dedicated franchise services team supporting Choice Hotels EMEA franchisees.

What They Said

Choice Hotels EMEA CEO, Jonathan Mills, said: “I am pleased Nick has joined us, especially since he has a wealth of marketing expertise as well as understanding and experience in franchise hospitality. He is going to be a great fit for our team.

“As we move into 2022, we remain committed to being proactive in shaping the future for all our franchisees by increasing preference for our brands.  Nick will have a significant part to play in this.”

Nick Bosworth said: “I’m really pleased to have joined Choice Hotels EMEA at this key point in its growth strategy and am looking forward to helping the team maximise commercial opportunities in the midscale space.”