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Caroline Racine promoted to director of diversity sales for Choice
8, 2009) Haitian-American travel executive Caroline Racine is nimbly
climbing the corporate ladder at Choice Hotels International. Racine,
who ran the companyís Caribbean Franchise Development efforts for two
and a half years, is now director of Diversity Sales within the
organizationís global sales division, taking responsibility for the
growing multi-cultural markets segment.
Diversity and Multicultural Sales is a new division within the companyís
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 organizationís Hispanic franchise recruitment efforts
domestically in the United States and leading the companyís 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
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
U.S. Virgin Islands for the Caribbean Hotel and Tourism Associationís
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 regionís global
Before joining Choice 11 years ago, Racine was lead account executive
for America Onlineís interactive partnership marketing initiatives. She
has also served in various sales and marketing positions in
organizations such as The Discovery Channel.