Hotel Online  Special Report


Choice Hotels International Promotes Cynthia Lakas to
Vice President, Database and Direct Marketing
Silver Spring, MD (August 24, 2006) — Choice Hotels International, Inc. (NYSE:CHH) today announced the promotion of Cynthia Lakas to the newly created position of vice president, database and direct marketing.  In this role, Lakas will focus on strengthening the company’s database and direct marketing strategies to fully leverage the company’s guest information and consumer marketing efforts to increase business delivery and reservations contributions to Choice properties.
Lakas joined Choice in 1997 and has played a key role in building the company's direct marketing programs.  She currently serves as senior director, database/rewards marketing in the company’s consumer marketing division.  In that role, she helped develop and launch Choice Privileges, the company’s rewards program, which has grown since 2001 from 1.2 million members to 4.9 million members.  She has also designed and implemented successful targeted promotions to Choice Privileges members. In her new position, she will be tasked with expanding the quality and quantity of Choice’s guest information, developing and implementing strategies to market more effectively to the company’s most loyal customers, and expanding direct marketing efforts to customize offers based on guest preferences and itineraries.
"Cynthia has been instrumental in the success of Choice Privileges and in our database marketing efforts," said Bill Carlson, senior vice president for consumer revenue growth at Choice. "Thanks to Cynthia’s contributions, we have utilized our database to gain greater insight into our guests’ needs in order to better serve them through new product offerings and consumer promotions.  In her new role, Cynthia will be able to more fully focus on improving our knowledge of individual guests as we continue to capture more information about our hotel customers with a goal of delivering more targeted content, messages and promotional offers.”
Prior to joining Choice, Lakas served as vice president, consumer loan marketing for Citizens Bank.  She also spent seven years at Hilton Hotels Corporation in a number of positions of increasing responsibility, including overseeing leisure marketing and new product marketing, culminating in a two-year stint as vice president of quality management.  Lakas holds a master’s of business administration from Marymount University and a bachelor’s degree from Indiana University.  
Choice Hotels International franchises more than 5,200 hotels, representing more than 430,000 rooms, in the United States and more than 40 countries and territories. As of June 30, 2006, 687 hotels are under development in the United States, representing 53,765 rooms, and an additional 65 hotels, representing 5,993 rooms, are under development in more than 20 countries and territories. The company's Cambria Suites, Comfort Inn, Comfort Suites, Quality, Clarion, Sleep Inn, Econo Lodge, Rodeway Inn, MainStay Suites and Suburban Extended Stay Hotel brands serve guests worldwide.  Additional corporate information may be found on the Choice Hotels Internet site, which may be accessed at

Choice Hotels, Choice Hotels International, Cambria Suites, Clarion, Quality, Comfort Suites, Comfort Inn, Sleep Inn, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway Inn are proprietary trademarks and service marks of Choice Hotels International.


David Peikin

Also See: Choice Hotels International Promotes Fran Taloricco to Vice President, Conversion Franchise Sales and Brad LeBlanc to Vice President, New Construction Franchise Sales / August 2006
Choice Hotels International Promotes Mary Beth Knight to SVP eCommerce and Bill Carlson to SVP Consumer Revenue Growth / May 2006


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