Joep Peeters is the Senior Vice President Franchise EMEA at Radisson Hotel Group, where he oversees all aspects of franchising for the EMEA region, excluding direct development activities. His role is pivotal in ensuring that Radisson Hotel Group becomes the preferred franchisor in the region by providing tailored services that enhance both the top and bottom lines. Joep’s career at Radisson Hotel Group began in November 2014, and he has been instrumental in various strategic initiatives, including projections, PIP’s, strategic plans, contracts, services, expansion, owner involvement, and general manager development. His leadership and expertise have been crucial in driving the company’s growth and success in the EMEA region. Before joining Radisson Hotel Group, Joep was the Managing Director at Westbridge Europe, a company he founded in May 2006. At Westbridge Europe, he was responsible for asset and operational management for a portfolio of hotels under various international brands, including Crowne Plaza, Holiday Inn, Hilton, Double Tree, Radisson Blu, and Mercure. His tenure at Westbridge Europe saw the company operate in 11 Western European countries, focusing on increasing the value of its portfolio.