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Choice Hotels International, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Choice Hotels International is a globally-operating lodging franchiser with its corporate headquarters based in Silver Spring, MD. Choice Hotels is the worldwide franchisor of Cambria Suites, Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge, and Rodeway Inn brand hotels.

Main Telephone (301) 592-5000
Main Fax (301) 592-5049
Primary Address
One Choice Hotels Circle
Rockville, MD 20850
USA

Choice Hotels International, Inc. Contacts

Contacts (5/38)
Name Title State
David W. Chief Financial Officer MD
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (301) 592-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Choice Hotels Circle
Rockville, MD
20850
USA

Pat P. Chief Operating Officer & Executive Vice President MD
Steve J. President & Chief Executive Officer MD
Todd D. Chief Technology Officer MD
Bill C. Senior Vice President, Performance Analytics & Loyalty MD

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Clarion Inn ******
Comfort Inn *******
Comfort Suites ******
Econo Lodge ******
MainStay Suites *****

Agency Relationships


Brand Agency Service From To
****** ********** ***** ***** ***** AOR - media buying & planning unknown present
****** ********** **** & ***** AOR - public relations unknown present
****** ********** ****** *** **** AOR - creative 2014 present
****** ********** ***//****** AOR - digital 2014 present
******* ****** ***** ***** ***** AOR - media buying & planning unknown present

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DailyVista

Q3-Q4 Media Opps: Choice Hotels moves media to NYC amid Millennial ad push


 

Subject: Digital, online, mobile, social media, print, radio, TV, experiential, sponsorship

Company: Choice Hotels International, one of the world's largest hotel companies with more than 6,300 hotels in the US and 35 other countries and territories. It operates midscale, upper-midscale  and upscale brands like Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Hotel & Suites, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway Inn.

Opportunity: We’ve confirmed that media planning and buying has shifted recently from Havas, Boston to Havas, here). The campaign includes Choice’s first prime time TV ads, along with print, digital, mobile, radio and social elements. Therefore, sellers should seek offline and digital ad dollars for the second half  of the year targeting 21-35-year-old travelers. Media sellers may have an advantage given Choice’s display targeting shift this year. 

Note that the campaign comes after Interpublic's here).

Additional Insight

Media Spend: Choice spent $55.3 million on measured media last year, up 6% from $52.3 million in 2013, according to Kantar Media. About half of Choice’s annual spending goes to TV ads. The remainder skews mostly to display ads ($17.4 million last year) and some outdoor ($6.4 million).

TV Breakdown: Since January, $23.6 million has gone to national TV ads (see targeting right), down from $37.7 million over the same period last year.

Digital Breakdown: Since January, 125 display ads have gone towards 698 publishers (7% mobile), 55% of which was placed via ad exchanges or networks instead of directly with sites. Desktop activity has skewed largely to media sites like radio.com and cbslocal.com, but weather, lifestyle, sports, portal and entertainment publishers are still a large part of the mix, as well.

However, mobile activity has been mostly with video publishers such as dailymotion.com.

In comparison, over the same period last year, Choice ran 133 ads with 917 publishers (29% mobile), 77% of which were placed via ad networks or exchanges. Desktop and mobile activity then skewed more to sports, news, weather and finance sites. 

Growing Upscale Segment: Choice's boutique luxury Ascend Hotel Collection is playing a pivotal role in the company's ability to expand into the upscale segment. Founded in late 2008, it now has over 125 hotels open throughout the US, Canada, Europe, Central America, Australia and the Caribbean.  

Competition: Choice Hotels primarily competes against other midscale and upper midscale chains:

     - Midscale: Quality, Best Western, Ramada and La Quinta
     - Upper Midscale: Comfort Inn, Holiday Inn and Hampton Inn

Choice Hotels International
One Choice Hotels Circle
Rockville, MD 20850
(301) 592-5000 

Saudia Gajadhar
Senior Director, Brand Marketing
(301) 592-5000
saudia_gajadhar@choicehotels.com

Bruce Dincin
Senior Director, Media Strategy
(301) 592-5000 
bruce_dincin@choicehotels.com