Choice Hotels Asia-Pac has brought back its former ANZ director of development to spearhead expansion across Australia and New Zealand.
Armstrong reprises his role after a two-year period as development director at 1834 Hotels, one of Choice Hotels’ white-label management associates.
Before this he spent six years with Choice Hotels Asia-Pac. He moved into the hotel sector after six years in operations and development roles with Wokinabox, Noodle Box and Michel’s Patisserie.
Armstrong said “Spending time on the operator side of the fence has given me a much deeper understanding of owner expectations, asset economics and hotel performance, and how these align with franchising in an increasingly competitive environment,” he said.
“I’m particularly looking forward to strengthening Choice’s engagement with white-label operators, which are becoming an increasingly important part of the industry landscape,” Armstrong said.
He will play a key role in strategic organic growth, independent conversions, and metropolitan and regional market opportunities across Australia and New Zealand.
Choice Hotels Asia-Pac’s head of investments and portfolio growth, Trent Conroy, said Armstrong’s operational insights will be valuable to the business.
“His experience at 1834 Hotels has given him a deeper understanding of how hotel owners evaluate franchise partnerships, including expectations around distribution, brand performance, and long-term value.
“Scott will play a key role in strengthening Choice’s engagement with white-label operators, while continuing to build strong relationships with owners, investors, operators, and advisors across Australia and New Zealand,” Conroy said.
