Choice Hotels Bundle
What is the sales and marketing strategy of Choice Hotels?
In January 2024, Choice Hotels launched its largest national marketing campaign, 'A Stay for Any You,' featuring Keegan-Michael Key. This initiative aimed to showcase its 22 brands and elevate its perception, particularly in the upscale market following the Radisson Hotels Americas acquisition.
This campaign highlights the crucial role of sales and marketing in the hospitality sector. It underscores how a company like Choice Hotels leverages these functions to connect with a broad customer base.
Choice Hotels International, established in 1939, operates as a global lodging franchisor. Its current strategy emphasizes a diverse portfolio catering to various traveler needs, from economy to upscale segments. Understanding the Choice Hotels BCG Matrix can offer insights into how different brands within their portfolio are positioned for growth and market share.
How Does Choice Hotels Reach Its Customers?
Choice Hotels primarily operates through a franchisor model, leveraging a robust sales and marketing strategy that supports its franchisees. The company's approach emphasizes a blend of direct bookings and strategic partnerships to drive customer acquisition and revenue growth.
Direct Booking Channels
The company's main e-commerce platform, ChoiceHotels.com, is central to its direct booking efforts. This digital presence is complemented by a strong loyalty program, aiming to enhance customer acquisition and retention.
Loyalty Program Engagement
The Choice Privileges rewards program, boasting 68 million global members, is a critical sales channel. It plays a significant role in driving repeat business and fostering brand loyalty among its customer base.
Digital Platform Enhancement
There's a strategic focus on enhancing guest-facing digital platforms, including the website and mobile app. This investment aims to create a more integrated and personalized customer experience across all touchpoints.
Franchisee Growth Initiatives
A key growth driver is the efficient conversion of hotels to open status. In 2024, 164 domestic franchise agreements for conversion hotels were opened, marking a 22% increase from 2023.
Strategic Partnerships and Portfolio Expansion
Choice Hotels actively pursues partnerships to expand its market reach and portfolio. These collaborations are vital for increasing brand visibility and driving revenue growth across different segments.
- In 2024, a partnership with Westgate Resorts added 21 hotels and 14,471 rooms to the domestic portfolio.
- Distribution partnerships include entities like Sercotel in Spain and a growing relationship with Zenitude in France, expected to add 33 properties in 2024 and 2025.
- The company is prioritizing the addition of hotels within 'revenue-intense' brands, contributing to a 4.3% growth in its upscale, extended-stay, and midscale portfolios in 2024.
- Understanding the Mission, Vision & Core Values of Choice Hotels provides context for these strategic expansion efforts.
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What Marketing Tactics Does Choice Hotels Use?
Choice Hotels employs a comprehensive marketing strategy that blends digital innovation with traditional media to enhance brand visibility and drive bookings. Their approach focuses on reaching diverse audiences across various platforms, emphasizing personalized guest experiences. This strategy is central to the Growth Strategy of Choice Hotels.
Digital Marketing Focus
Choice Hotels heavily utilizes digital channels for customer acquisition and engagement. This includes content marketing, targeted paid advertising, and robust email marketing campaigns.
Social Media Engagement
Platforms like Instagram, TikTok, and Facebook are key for building brand awareness and connecting with a broad consumer base. For B2B efforts, LinkedIn is a primary channel.
Video-First Media Strategy
The company's 2025 media strategy prioritizes video content across connected TV, online video, and social media. This aims to capture attention and engage specific audience segments effectively.
Traditional Media Integration
Despite the digital shift, traditional media, particularly television, remains a significant part of the marketing mix. Havas Media manages their TV media planning and buying.
Data-Driven Personalization
Choice Hotels leverages AI-powered solutions like Oracle Nor1 for data-driven marketing. This enables personalized offers presented through mobile apps and digital channels.
Campaign Innovation
Recent campaigns demonstrate their commitment to innovation, including the 'A Stay for Any You' campaign in January 2024, their largest ever, followed by the 'Check Into More' campaign in January 2025.
Targeted Audience Engagement
Choice Hotels actively experiments with AI-enabled platforms to customize creative content and media buying. This ensures they meet their target audiences where they are most active, enhancing the effectiveness of their marketing efforts.
- Focus on meeting guests in their preferred digital spaces.
- Utilizing AI for tailored creative and media placements.
- Experimentation with new platforms to reach diverse demographics.
- Driving direct bookings through search engine marketing.
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How Is Choice Hotels Positioned in the Market?
Choice Hotels positions itself as a hospitality provider for 'any you,' showcasing the extensive range of its 22 distinct hotel brands that serve various market segments from economy to upscale. The brand's central message emphasizes delivering value for money and enabling travelers to enhance their experiences, acknowledging that 95% of U.S. travelers seek new and unique experiences.
Broad Brand Portfolio
Choice Hotels offers a diverse portfolio of 22 hotel brands, catering to a wide spectrum of traveler needs and preferences across different market segments.
Value Proposition Focus
The company's core message highlights providing excellent value for money, enabling travelers to maximize their experiences and maintain routines, particularly for extended-stay guests.
Appealing to Diverse Travelers
Choice Hotels appeals to families, young professionals, and business travelers by focusing on value, convenience, and the ability to maintain familiar routines during their stays.
Upscale Portfolio Growth
The company has strategically focused on expanding its upscale portfolio, which saw a significant 44% year-over-year increase in its global room system size in 2024.
The brand's visual identity and tone of voice are crafted to be welcoming, comfortable, and approachable. This approach differentiates Choice Hotels from competitors that focus solely on luxury, by emphasizing the provision of essential clean and comfortable accommodations with all necessary amenities. The company's integrated marketing efforts and strategic partnerships ensure brand consistency across all channels and touchpoints. Choice Hotels actively adapts to evolving consumer sentiments, as demonstrated by its 2025 'Check Into More' campaign, which directly addresses the growing demand for unique experiences and value. Understanding the Competitors Landscape of Choice Hotels is crucial to appreciating their strategic positioning.
Target Audience Appeal
Choice Hotels effectively targets families, young professionals, and business travelers by emphasizing value, convenience, and the ability to maintain routines.
Brand Consistency
Brand consistency is maintained through integrated marketing efforts and strategic partnerships across all customer touchpoints.
Adaptability to Market Trends
The company demonstrates adaptability by responding to consumer sentiment, such as the demand for unique experiences highlighted in its 2025 campaign.
Emphasis on Value
A key element of Choice Hotels' brand positioning is the consistent delivery of value for money, appealing to a broad range of travelers.
Strategic Portfolio Expansion
Choice Hotels is actively growing its upscale segment, indicating a strategic move to capture a higher-value market, with a 44% increase in upscale room systems in 2024.
Welcoming Brand Image
The brand cultivates a welcoming, comfortable, and approachable image, focusing on essential amenities rather than exclusively luxury offerings.
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What Are Choice Hotels’s Most Notable Campaigns?
Key campaigns are central to Choice Hotels' sales and marketing strategy, aiming to enhance brand awareness and drive bookings across its diverse portfolio. These initiatives leverage celebrity endorsements and targeted messaging to connect with various traveler segments.
'A Stay for Any You' Campaign
Launched in January 2024, this multichannel campaign featured Keegan-Michael Key to boost brand awareness and direct bookings. It aimed to showcase the breadth of Choice Hotels' 22 brands, including upscale options, shifting perceptions beyond midscale.
'Check Into More' Global Campaign
The 2025 global campaign, also featuring Keegan-Michael Key, focuses on maximizing traveler experiences and value, aligning with the insight that 95% of U.S. travelers desire unique experiences. This video-first campaign runs through the end of 2025 across major TV and digital platforms.
Extended-Stay Brand Campaigns
In July 2025, 'Stay in Your Rhythm' and 'The WoodSpring Way' were introduced for extended-stay brands. These campaigns highlight routine maintenance and genuine hospitality, respectively, driven by research into traveler preferences for efficiency and value.
Campaign Reach and Objectives
These campaigns utilize broadcast, cable, streaming TV, radio, and extensive social and digital platforms. Key objectives include increasing brand awareness, driving website traffic, and boosting direct bookings, contributing to Choice Hotels' overall revenue growth.
The effectiveness of these campaigns is measured by their ability to drive customer acquisition and reinforce Choice Hotels' brand positioning across its varied market segments. Understanding Brief History of Choice Hotels provides context for these evolving marketing tactics.
'A Stay for Any You' Media Mix
The campaign's extensive media plan included broadcast, cable, streaming TV, SiriusXM, Spotify, and social media platforms like Facebook, Instagram, Snapchat, and TikTok.
'Check Into More' Digital Focus
This campaign emphasizes a video-first approach across connected TV, online video, and social media, partnering with platforms such as Hulu, Disney, Peacock, and Amazon.
Extended-Stay Campaign Channels
The 'Stay in Your Rhythm' and 'The WoodSpring Way' campaigns are distributed across paid social media, ConnectedTV, digital display, and online video, running through 2026.
Campaign Goals
Primary objectives for these campaigns include increasing brand awareness, driving website traffic, and boosting direct bookings, which are crucial for Choice Hotels' sales strategy.
Target Audience Alignment
Campaign messaging is designed to resonate with specific traveler needs, such as the desire for unique experiences and the ability to maintain routines during longer stays.
Brand Portfolio Expansion
The campaigns play a role in Choice Hotels' business strategy to position its brands, including upscale offerings, to a wider audience, thereby supporting portfolio expansion.
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- How Does Choice Hotels Company Work?
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