“Jay is a strategic leader who has a deep understanding of our unique organizational structure and the needs of our hoteliers,” said Larry Cuculic, CEO, Best Western Hotels & Resorts. “He has a proven track record of supporting our members and hoteliers across a variety of legal issues related to international operations, intellectual property matters and business litigation. I have great confidence that Jay will continue to deliver exceptional leadership as he takes on this expanded role.”

 Pricher will be responsible for setting and managing strategic direction, and providing guidance on corporate legal issues, to include board and governance matters. Additionally, he will offer advice and assistance to the board of directors and to the company’s membership regarding the company’s regulatory documents, and membership rights, duties and obligations.