Choice Hotels increases focus on corporate travel

by | Jul 7, 2019 | Chains

Choice Hotels increases focus on corporate travel

In recent years, Choice Hotels has positioned itself as a corporate travel brand via long-term strategic investments to its brand portfolio and technology infrastructure.

Choice Hotels International, Inc. has recently announced a new focus on capturing a larger piece of the corporate travel market. 

This is no sudden fancy. Choice has been working hard for years to position itself for this move, doing so via a series of long-term and strategic investments to its portfolio of brands. In addition, Choice has been future-facing by investing in its own technology infrastructure in a way that has well-situated it for the modern marketplace. 

To officially spread the news on its shift of focus, the company will launch a new nationwide advertising campaign this month which was specially designed to reinforce its commitment as a prime destination for both business and leisure travellers. 

Choice Hotels’ investments in its brand portfolio

The biggest influencing factor in Choice’s new campaign is its investments. The company has made major additions to its brand portfolio aimed at taking advantage of a corporate travel market which is expected to reach $1.7 trillion worldwide by the year 2022. Choice has committed approximately $725 million to its upscale Cambria brand, which is designed for the time-starved, modern business traveller. 

Cambria Hotels appeal to guests with central locations near corporate businesses, convention centres and city attractions, while developers appreciate the brand’s extremely competitive on a cost-per-key basis. 

Choice’s multi-year, $2.5 billion joint investment with its franchisees has made Comfort its most competitive midscale brand in the corporate market. The Comfort properties which completed renovations as part of the brand’s transformation by the end of 2018 more than doubled their business travel revenue growth in the first quarter of 2019.

The proven midscale brand Sleep Inn allows travel managers to ensure a reliable property experience for their corporate travellers while effectively managing travel costs. Sleep Inn’s value proposition as a simple, stylish, all new-construction brand is embodied by its new logo, which signals to all travellers that they will Dream Better Here®.

One of Choice’s fastest-growing brands, WoodSpring appeals to the business traveller looking for a longer-term stay option in markets from coast to coast. Choice anticipates having more than 300 WoodSpring hotels open and serving extended-stay guests around the United States by the end of next year.

Choice Hotels’ technology infrastructure

Choice has also been savvy by making investments into best-in-class technology infrastructure designed to help the franchises under its umbrella capture government and corporate customers. 

Choice, for example, is the first hotel to offer Virtual Pay functionality on its consumer-facing digital presence, which allows corporate travel managers to book reservations while eliminating the need for travellers to have corporate credit cards. 

In addition, Choice’s Group Management Platform simplifies the process of planning and booking group travel by allowing guests to make reservations for groups, review details easily, select different payment options, confirm reservations, send customized emails and make room modifications at any time.

Finally, Choice has an automated solution to ensure rate parity, which helps hotel owners maximize room occupancy from federal and military travellers by meeting or beating their own per diem guidelines. 

Let’s take a look at a few hotel projects currently in the pipeline by Choice Hotels:

Cambria Hotel Greenville

Cambria Suites North Miami Beach

Cambria Hotel & Suites Sonoma County

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Choice Hotels International is one of the largest and most successful lodging companies in the world.

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