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

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

Trent Conroy

Trent Conroy

Head of Investments and Portfolio Growth

Trent brings a track record of successful deals and strategic partnerships spanning every continent. His experience developing and delivering deals of all sizes and complexities has seen him optimise his approach to achieving mutually beneficial outcomes. Backed by a 15-year corporate finance career, Trent’s focus on high-value strategic partnerships will drive accelerated growth for Choice Hotels Asia-Pac.

Scott Armstrong, Director of Development, Australia & NZ, Choice Hotels Asia-Pac

Scott Armstrong

Director of Development, Australia and New Zealand

Scott believes in the spirit of true partnership and collaboration, which are essential values for driving the sustainable organic growth of Choice Hotels Asia-Pac property portfolio. With over 17 years of management experience in the franchising, retail and hospitality sectors with recognised global and domestic brands, Scott strives to deliver mutually beneficial solutions and strong financial outcomes for all stakeholders.

Peter Doherty, Development Director NZ

Peter Doherty

Business Development Director, New Zealand

Peter brings over 22 years of hospitality industry experience to the Choice Hotels group. Working at a senior sales level for international hotel groups and across diverse brands, Peter understands the needs and challenges of hotel properties in the Asia Pac market.  Based in the New Zealand market, Peter offers a solution-based approach to the role, working with franchises to benefit every partnership. 

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, our dynamic executive team have helmed exceptional growth through the Asia Pacific region establishing Choice Hotels as an undisputed local industry leader.

With extensive leadership expertise and unrivalled industry knowledge, the team continues to drive outstanding revenue, distribution, marketing, loyalty and sales results that outshine our competitors.

From left to right:

  • Joanne Westover, Director People and Culture
  • Trent Conroy, Head of Investments and Portfolio Growth
  • Trent Fraser, Chief Executive Officer
  • Kari Hunter, Senior Director, Strategy, Sales and Marketing
  • Paul Bromley, Chief Finance Officer
  • Anthony Stanley, Director, Franchise Performance and Revenue Management


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