Choice Hotels International’s 67th Annual Convention, held April 25-28, drew nearly 6,000 hotel owners, general managers, and Choice associates to Mandalay Bay Resort & Casino, Las Vegas, for a dynamic program that included 85 educational and brand sessions along with a marketplace of 275 vendors. The convention theme, “Unstoppable,” represented the company’s momentum after three years of RevPAR growth exceeding the industry average, strong development pipeline, the recent acquisition of Radisson Hotels Americas, and several brand enhancements.
“At our 67th Annual Convention, we celebrated our shared success with thousands of Choice franchisees, examined key travel industry trends, and revealed our plans to capitalize on them and keep the momentum going,” said Pat Pacious, president and chief executive officer, Choice Hotels International, in a press statement following the event. “We’re inspired by the ways these entrepreneurs bet on themselves, and we are committed to being by their side as we continue to disrupt the industry together.”
In his keynote at the Corporate Business Session, Pacious reported that the company ended 2022 with nearly 800 new-construction hotels in its pipeline, including about 100 hotels under construction and expected to open this year and 53 more expected to begin construction this year. “I know there’s talk of an economic slowdown, and interest rates have been rising,” he said. “But we’ve been here before and we know how to navigate this kind of environment. The last time we saw interest rates at these levels was back in 2006 and 2007, and even then, we saw amazing levels of new hotel growth and prosperity for our owners.”
In addition to this robust development, Choice is moving into the upscale market with the acquisition of Radisson Hotels Americas last August and the Cambria brand increasing its number of open domestic hotels by nearly 200 percent since December 2017. The company remains a market leader in extended stay, with about 700 properties in that segment expected to open in the next five years.
The integration with Radisson and Choice’s goals for that venerable brand were major talking points at the convention. “Now, with Radisson on the Choice Hotels system, we will have a highly compelling option for developers investing in the upscale, full-service segment,” said Mark Shalala, senior vice president development, at the Radisson Upscale Brand Session. “And this will be a huge opportunity for all of us. … We have plans in motion that will help us to compete and win in this segment long term. Over time, we’re going to bring you a refreshed design that will differentiate Radisson from our competitors and will resonate with today’s guests.”
Brand announcements at the convention also included the following:
- Country Inn & Suites launched a room refresh available for pre-order in late June. The new design incorporates sophisticated finishes and subtle color accents to deliver a modern, sophisticated aesthetic, while also evoking a feeling of warmth.
- Comfort introduced a pilot program for two potential amenities, launching in select hotels this summer: branded postcards that reflect the unique character of local communities and the Stroopwaffle cookie, a treat that draws inspiration from Comfort’s signature breakfast waffles.
- Choice Hotels debuted a midscale “Premium Kitchen in a Box” for transient hotels to convert into MainStay Suites. Choice worked with engineers, architects, and designers to transform a typical transient guestroom into a full extended-stay suite with a kitchen.
- Sleep Inn debuted the brand’s next-generation prototype, expected to be completed and rolled out by the end of 2023. The prototype features expanded wellness offerings, modernized guestrooms, open and airy lobbies, new and improved breakfast areas, and designated outdoor spaces.
- The Ascend Hotel Collection celebrated its 15-year anniversary. Ascend is comprised of more than 330 unique and historic boutique and resort hotels around the globe.
Another convention highlight was the presentation of the Premier Awards and Best of Choice Awards, recognizing the top hotels in Choice’s portfolio of more than 7,500 properties. The Premier Award winners were Mark DeRose and Jim Stilwell of ServiceStar Capital Management (Premier Developer Award), who are committed to expanding their existing portfolio of Woodspring and Everhome properties; Bruce Rahmani (Premier Legacy Award), one of the largest owners within the Choice system with 28 hotels; and Charles and Sharon Helm (Premier Hotelier Award), the first Clarion Pointe franchisees and cultivators of an exceptional service culture. The 23 Best of Choice award recipients were selected for their superior guest service and operational excellence.
