Dive Brief:
- On Tuesday, Choice Hotels International unveiled its latest global marketing campaign centered on changing traveler sentiment toward experiences and value.
- Featuring actor and comedian Keegan-Michael Key for the third year, the hotel marketing campaign includes 30- and 15-second commercials that will run across TV, connected TV, digital and social channels through 2026. Choice developed the ads in collaboration with Key, as well as with creative agency 72andSunny New York and media agency dentsu X.
- The campaign highlights how Choice’s portfolio of brands offers guests unique experiences and more value for their money at a time when “consumers want to stretch their travel dollars further” and are prioritizing “experiences over things,” Choice said in a release.
Dive Insight:
In one ad, Key spotlights a family, a group of golfers and a coworker trio all seeking different experiences during their stays and having their needs met at various brands within Choice’s portfolio.
“This campaign shows how Choice Hotels offers guests more ways to get what they value on a trip across an extensive portfolio of brands and locations, so they can enjoy comfort, flexibility, and making meaningful memories,” Choice Hotels Chief Marketing Officer Noha Abdalla said in the release.
The campaign also highlights the Choice Privileges loyalty program, which recently rolled out enhanced benefits designed to cater to changing guest demand regarding flexibility, experiences and value.
“Value has been really important,” Choice Hotels Vice President of Loyalty Nandika Suri told Hotel Dive in December, adding that across segments, consumers “are interested in getting maximum value out of the brands.”
Changing traveler sentiment around value comes as a wealth bifurcation is at play in the hospitality industry.
Choice’s 2025 global marketing campaign was focused on “maximizing” the guest experience.
