NEW YORK – Haitian-American travel executive Caroline Racine is nimbly climbing the corporate ladder at Choice Hotels International.
Racine, who ran the company’s Caribbean Franchise Development efforts for two and a half years, is now Director of Diversity Sales within the organization’s global sales division, taking responsibility for the growing multi-cultural markets segment. Diversity and Multicultural Sales is a new division within the company’s Global Sales department and in the newly established role Racine will be responsible for developing strategic direct sales, marketing and e-commerce solutions to help propel Choice as a leader in what is becoming a very competitive market segment.
Jose Salvador Icaza, who previously assumed responsibility for franchise sales and development positions for the Cambria Suites and Sleep Inn brands, has been appointed Director of Emerging Markets and Caribbean Franchise Development, and will continue to build on the groundwork made by Racine in the region.
In another new and unique role, Icaza will be responsible for spearheading the organization’s Hispanic franchise recruitment efforts domestically in the United States and leading the company’s Caribbean franchise sales and development efforts for its 10 brands and the new Ascend Collection membership program. Launched about a year ago, Ascend Collection includes more than two-dozen upscale properties that are historic, boutique or unique, and provide guests with a distinctive and memorable travel experience. With Ascend, Choice Hotels aims to lend marketing and operational support to drive business directly to smaller, one-of-a-kind Caribbean properties.
Caroline Racine
While Racine works strategically in her new role to attract diversity and multicultural business to Choice, the travel executive has recently remained connected to the Caribbean region, assisting Icaza with his transition into his new role.
She was recently in Haiti with Icaza to help establish relationships with key tourism and hotel stakeholders. Next week, she will be in the US Virgin Islands for the Caribbean Hotel and Tourism Association’s Small Hotels Retreat to introduce Icaza to the small hotel community and to announce her new role with the company.
Racine said she is already fully immersed in her new assignment and looks forward to working with Caribbean leaders in the region’s global Diaspora.
Before joining Choice 11 years ago, Caroline Racine was lead account executive for America Online’s interactive partnership marketing initiatives. She has also served in various sales and marketing positions in organizations such as The Discovery Channel.
