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On Tuesday, Choice Hotels International inaugurated its 2025 global marketing initiative focused on “enhancing” the guest experience and fostering brand recognition and loyalty across its 22-flag collection.
Actor and writer Keegan-Michael Key returns for his second consecutive year to feature in the “Check Into More” initiative, portraying the “Vacation Maximization-er,” who assists travelers in maximizing their journeys with Choice Hotels.
Utilizing new consumer insights, the campaign addresses the growing demand from travelers for extraordinary experiences and obtaining more value for their expenditures. Several ad segments are specifically designed for the upscale demographic, where Choice is currently strategically concentrating its growth efforts.
Before the launch of the campaign, Choice Hotels Chief Marketing Officer Noha Abdalla met with Hotel Dive to share insights on what shaped the recent marketing effort and how it fits into Choice’s broader strategy to boost loyalty and direct bookings.
New year, new initiative
Created in partnership with Key and creative agency 72andSunny New York, Choice’s 2025 global marketing initiative features six 30- and 15-second advertisements that will be broadcast across television and digital platforms until the end of the year.
The campaign is “anchored in a video-centric approach encompassing connected TV, online video, and social media,” as stated by Choice. Furthermore, it will “engage distinct audiences” through podcasts, popular content, and Key’s social media platforms, as outlined in a Tuesday announcement. Additionally, ads will be distributed on platforms such as Hulu, Disney, Peacock, and Amazon, through extended collaborations with Choice.
The video advertisements feature four of the hotel company’s brands: the upscale Radisson and Cambria brands, as well as the midscale Quality Inn and Comfort flags. Leveraging Key’s “distinct comedic style,” the campaign showcases how guests — who possess various needs while traveling — can optimize their stays and get the highest value for their expenditures across Choice’s “flexible” brand portfolio, as noted by the company.
For instance, one of the promotional segments illustrates how both Radisson — which provides modern rooms equipped with adaptive workspaces and spacious meeting areas — and Cambria, focusing on locally inspired designs and amenities, can cater to the same guest.
In the 30-second advertisement, Key assists a millennial business traveler lodging at a Radisson hotel in “maximizing” her out-of-office email response. The response he crafts describes her eagerness to visit the rooftop bar at a nearby Cambria for much-needed entertainment following a successful and productive business stay at the Radisson.
The ad serves as a “perfect representation of how we’ve embraced the [bleisure] travel trend and manifested it in one of our segments,” Abdalla stated to Hotel Dive.
Marketing to a changing demographic
The 2025 campaign was influenced by numerous ongoing travel trends, including a rise in bleisure travel, where consumers extend business trips for leisure purposes. Hospitality leaders informed Hotel Dive earlier this month that bleisure travel is set to gain further traction this year.
The initiative also emphasizes the increase in multigenerational travel, as noted by Abdalla. In addition to targeting business travelers and young professionals, Choice’s 2025 media strategy — developed in collaboration with London-based Dentsu X — aims to connect with families.
For example, in the Quality Inn advertisement, Choice highlights a family visiting a national park and enjoying breakfast together at the hotel before that adventure, with the hotel contributing to “maximizing” their holiday, Abdalla revealed. Through the campaign, Choice has “embraced this notion that individuals are prioritizing experiences while traveling,” she added.
The campaign was designed around the understanding that 95% of U.S. travelers aspire to spend part of their vacations on unique experiences, ranging from “culinary adventures to concerts to sports experiences,” as stated by Abdalla.
“In recent years, we’ve observed a considerable cultural shift in individuals booking travel based on their desired experiences, rather than just their intended destination,” she mentioned in a statement.
“We genuinely want consumers to consider Choice Hotels as the location to stay when they seek the most value for their expenditures, enabling them to experience all the wonderful things on their journeys,” Abdalla informed Hotel Dive.
The campaign’s emphasis on travel optimization distinguishes it from Choice’s 2024 marketing initiative, which aimed to alter perceptions regarding Choice Hotels’ segmentation.
This year, while Choice “still seeks to communicate the distinctions between our upscale and midscale hotels,” it “also aims to emphasize the idea that we offer great value for your expenditure,” Abdalla remarked.
Choice competitor Hilton forecasted in its yearly trends report that “travel maximizers” will emerge as this year’s leading trend, with hotel guests pursuing “high-impact” experiences that maximize the time and funds they invest in their vacations.
Regarding upscale travelers especially, their “needs remain largely unchanged — rather, they aim to ensure they receive what they pay for, and more,” Abdalla added.
Choice targets upscale growth
Choice has made a determined effort over the past year to focus on upscale business — a movement that will persist into 2025. Beyond marketing expenditure, the hotel company is planning brand enhancements across its upscale portfolio this year.
Earlier this month, the hotel company disclosed updated visual identities, including logos, for its upscale Radisson, Radisson Blu, and Radisson Individuals brands. Concurrently, the company’s vice president of upscale brands, Megan Brumagim, informed Hotel Dive that Choice is “exploring ways to elevate and render more adaptable” both the grab-and-go and traditional dining experiences at Radisson hotels.
“We recently relaunched the Radisson logo and announced some new on-site benefits that consumers will experience, [and] ‘Check Into More’ really brings that to life a bit,” Abdalla noted. “[The campaign] allows us to tell a narrative to upscale guests — indicating that ‘When staying at a Radisson or a Cambria, you’re getting more than what you pay for.’ Even upscale travelers desire assurance that they are receiving good value.”
The company aims to enhance loyalty in both the upscale and midscale categories, Abdalla commented. Presently, the Choice Privileges rewards program comprises roughly 68 million members globally, although this figure trails behind other hotel chains like Marriott and Hilton.
This year’s marketing initiative serves as a promising avenue to foster growth in loyalty and bookings, Abdalla stated, acknowledging the triumph of the 2024 campaign. As a consequence of last year’s initiative, Choice has seen a 76% increase in brand favorability, she shared.
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