Choice CEO Dom Dragisich will need to show that Harvest Hosts, a list of a half-million RV users, converts into hotel stays. Otherwise, he's drifting from the "top priority" he set after taking the job of driving net rooms growth.
Harvest Hosts is a membership program for RV users that offers overnight stays at various locations, including wineries and farms.
Choice Hotels acquired Harvest Hosts for $130 million.
The CEO needs to demonstrate that the RV club's members convert into hotel stays to ensure growth in net rooms.
It aims to expand their customer base and drive net room growth by targeting RV users.