Raj Patel – Choice Hotels

In a fast-moving hospitality industry defined by tight timelines, evolving guest expectations, and unpredictable supply chain dynamics, Raj Patel keeps one goal top of mind: making hotel development easier, smarter, and more efficient—for everyone. As director of architectural design and construction for Choice Hotels International, Patel leads a small but impactful team that works with franchisees to bring to life everything from new builds and conversions to brand repositioning and renovations.

With nearly two decades at Choice Hotels and a background in architecture, Patel knows how to guide both internal teams and franchisees through the intricacies of hotel design and construction.

“We’re not just a design review checkpoint,” he says. “We’re a strategic ally in helping ensure our hotels get to market quickly and meet or exceed the standards of every brand we support.”

A design team built for scale

Choice Hotels is one of the world’s largest lodging franchisors, with nearly 7,500 hotels in over 45 countries and territories. Its diverse portfolio of 22 brands spans the lodging spectrum—from economy to upscale, full-service to extended stay. This scale demands a development engine that’s nimble, tech-forward, and deeply collaborative—and Patel’s team is at the center.

“We oversee the design specifications and guidelines across all our brands,” Patel explains. “That includes reviewing designs submitted by third-party architects, managing prototypes, and supporting conversions and repositioning projects.”

Patel’s team may be compact, with in-house architects and a growing construction group—but their impact is enormous. With approximately 500 hotels in the development pipeline and several hundred undergoing brand conversions, every decision they make has a significant impact on the speed, cost, and success of property openings.

The work begins long before construction crews arrive on-site.

“We do a lot of due diligence—like site plans and feasibility studies,” he says. “We know our portfolio so well, I often remember the unique property codes for hotels we worked on years ago.”

His deep institutional knowledge—developed since joining the company in 2008—makes him a resource for franchisees, architects, and general contractors.

“Franchisees come back to us because we understand what they need, and we’re responsive. It’s a relationship-driven business, and we value those relationships.”

Tech-driven, efficiency-focused

Patel and his team continually innovate to reduce timelines and complexity in development. One area of emphasis is modular construction, which enables hotels to be built more quickly with fewer on-site disruptions.

“It’s not one-size-fits-all, but when modular works, it can save a lot of time and labor,” Patel notes.

The team also uses digital tools like Matterport to scan and document properties with photorealistic, 3D digital twins. This enhances design review processes, facilitates early decision-making, and enables virtual walkthroughs well before crews break ground.

“Technology like Matterport lets us give real-time feedback to franchisees, designers, and contractors. It saves time, and it helps ensure brand alignment from the start.”

Prototype designs and digital libraries are other core tools Patel’s team leverages to streamline development.

“We create repeatable, scalable solutions. That way, when a franchisee wants to build a Comfort or Sleep Inn, they have everything—from layouts to finishes—ready to go. It cuts down decision-making and removes friction.”

His team’s emphasis on enablement helps franchisees open faster and operate smarter.

“Our job doesn’t stop at design,” Patel says. “We’re setting up properties for long-term success—so the operational side flows as well.”

Repositioning, renovating & converting

In addition to new construction, much of Patel’s focus is on conversion and repositioning projects. Choice Hotels’ flexible brand portfolio allows franchisees to transition properties from other hotel chains—or even from one Choice Hotel brand to another—depending on market conditions and investment strategies.

“We handle a lot of conversions, and that’s where things get creative,” Patel says. “We might be working with an older property that has good bones but doesn’t match our current brand vision. So, we help look at what’s feasible structurally, what needs to change visually, and how we can bring the hotel up to standard without blowing the budget.”

Repositioning existing Choice-branded hotels to different tiers within the portfolio is also common.

“Sometimes a property is in a market that’s changed, or an owner wants to appeal to a different customer segment. We help them make that transition—from signage and interior design to back-of-house operations.”

The team works closely with Choice Hotels’ brand leaders and franchise development group to ensure alignment across every project.

“We have to be in sync with the development team so they can sell the product, and with the brand to make sure the hotel reflects the brand identity,” Patel says.

This collaboration continues even after a property opens.

Culture, collaboration & long-term thinking

Despite the complexity of his role, Patel is most animated when talking about culture.

“That’s what makes this place special,” he says. “We debate, we disagree, but at the end of the day, we operate like a family. Everyone here is focused on franchisee success.”

That mindset—one of collaboration and shared purpose—is essential when navigating challenges like material shortages, labor issues, financing hurdles, or global events like COVID-19.

“You’ve got to keep your finger on the pulse of what’s happening in the market—tariffs, interest rates, shipping costs. We do a lot of monitoring and planning to set realistic development goals each year.”

Patel plays a key role in that strategic planning process. Every January, as the calendar resets, Choice Hotels sets ambitious targets across new construction, conversions, and repositioning.

“We look at our pipeline, the external environment, and what our teams are seeing on the ground,” he says. “We’re not just reacting—we’re thinking ahead.”

That long-term approach benefits not just the company, but its franchisees. With repeat customers making up a significant portion of Choice Hotels’ development activity—many franchisees own multiple properties within the portfolio—Patel knows the value of consistency and trust.

“They know what we expect, and we know how to help them succeed,” he says. “That’s what makes this work so rewarding. It’s not just about buildings—it’s about building relationships that last.”

From the earliest design sketches to final inspections, Raj Patel and his team are involved in every stage of a property’s evolution. They serve as strategic enablers—simplifying complex projects, leveraging technology, and aligning stakeholders across the business to ensure every new hotel reflects the Choice Hotel brand promise.

And with nearly 7,500 hotels across 22 brands, that promise stretches far and wide. At its heart is a culture that Patel deeply values: one grounded in collaboration, innovation, and a genuine desire to help others succeed.

After 17 years, he’s still just as passionate about his work—and just as committed to the franchisees who trust him to bring their visions to life.

“Every project is different,” he says, “but what stays the same is our dedication to doing it right, doing it well, and doing it together.”