Choice Hotels International has introduced a new identity that is rolling out world -wide. The refreshed brand positioning and new identity builds off of Choice Hotels’ 75 year legacy as a gateway to a portfolio of brands. It also reflects the new direction and growth of the company as it realizes opportunities with business travelers across the portfolio, particularly in the upscale segment, and among millennials
“Our goal is to bring people together and welcome every guest, wherever their journey takes them,” says Robert McDowell, Senior Vice President of Marketing and Distribution at Choice Hotels International. “We want to stand out and show people that we understand what truly matters to them. Travel is not only about the destination. It’s about connecting with the people you are going to see there. Choosing to get out and go might not be the easiest option, but it’s the right one.”
The launch includes a new look and feel and an integrated advertising campaign that spans TV, radio, digital, and mobile designed to grow Choice’s brand awareness and celebrate everyday experiences and “people connections.” A redesigned ChoiceHotels.com makes it easier to book hotel reservations from any device making those people connections more effortless than ever. The new identity will be activated across public relations, social media, and strategic partnerships to reach potential hotel guests in all channels. These integrated efforts reflect a new positioning that reinforces why people choose Choice Hotels when they travel to connect in person.
