Meet the team.

Choice Hotels Asia-Pac’s business development and leadership team bring a depth of professional industry experience to every partnership.
Along with a dedicated drive to invest every property with distribution and revenue building opportunities, our team of senior property and business performance consultants and brand and product specialists are on-hand and ready to help turn partner business goals into reality.

Trent Fraser
CEO, Choice Hotels Asia-Pac

As CEO of Choice Hotels Asia-Pac since 2012, Trent Fraser’s renowned passion and strategic vision have firmly established Choice Hotel’s iconic global brand as a market leader in the Asia Pacific region.
Built on two decades of extensive senior management experience in international hotel brands throughout the region, Trent’s expertise has attracted a multi-talented team and driven a culture committed to partner success and high-performing franchisee properties.

Development Team

Tim Mayoh​

Development Manager,

Tim brings over 20 years of managerial experience in international hotel groups to Choice Hotels. As the former Senior Consultant for world-leading hotel quality assurance group LQA, Tim has travelled the world assessing hundreds of world-leading hotels and resorts, and advising executive teams of best practice.

Scott Armstrong

Development Manager,

Scott’s extensive business and franchising experience has seen him work closely with partners to tailor successful business solutions that are relevant and effective. As a skilled operations and network development manager, Scott has worked with stakeholders across travel, hospitality and retail industries.

Samantha Lacoua

Development Manager,
New Zealand

Samantha’s 20 years of experience as a senior manager specialising in business and brand building have been instrumental in Choice property growth and recognition across New Zealand. With extensive knowledge of the hotel industry, Samantha is committed to finding the best solution for properties to optimise their market share and to leverage growth opportunities.

Cameron Burke

Director of Investments
& Portfolio Growth

Cameron’s expertise in franchise development has been actively demonstrated through years of legal corporate advisory and acquisition work within the leisure hospitality and tourism sector, including seven years as counsel advising portfolios across Asia-Pacific, the United Kingdom, Europe and the Middle East

How can we help you?

Choice Hotels offers property support, marketing and technology for franchisees.

Executive Team Summary

Led by Chief Executive Officer Trent Fraser, Choice Hotels Asia-Pac’s dynamic Executive Team have helmed exceptional growth, and a soaring loyalty program of 500,000 members, throughout the Asia Pacific region, establishing Choice Hotels’ global brand as an undisputed local industry lead

With extensive senior leadership expertise, combined with deep industry experience, the team continues to accrue outstanding revenue, distribution, marketing and sales results that outshine market competitors.

  • Trent Fraser, Chief Executive Officer
  • Paul Bromley, Chief Finance Officer
  • Kari Hunter, Senior Director, Strategy, Sales and Marketing
  • Anthony Stanley, Director, Franchise Performance and Revenue Management