Rockville, Md.-based Choice Hotels International is focused on the future of the hospitality industry. For the past few years, the company has been investing heavily in everything from cutting-edge technology to new advertising and marketing strategies meant to capture more market share. They’ve been actively growing their existing brands, with a particular focus on upscale brand Cambria and midscale brand Comfort, the latter of which rolled out a new brand image at Choice’s 64th annual convention back in May. Choice has also been growing its portfolio through acquisition, acquiring extended-stay brand WoodSpring Suites in a deal finalized in February of this year. Choice also welcomed a new CEO, Pat Pacious, last September. Pacious previously served as the company’s president and COO and has been with Choice since 2005. Pacious has made it his mission to get to know his franchisees, and said at the company’s Convention, “My commitment to you is to keep making bold moves, to learn quickly what’s working and where we can do better, and never stop listening.”
AT A GLANCE:
» Number of U.S. properties | 5,739
» Rewards program | Choice Privileges
» Length of contract | Varies
» Contact | development@choicehotels.com
| Brand Name | What It's About | Chain Scale | Competitive Set | Franchise Fees | Target Customer | Global Properties | Global Pipeline |
|---|---|---|---|---|---|---|---|
| Econo Lodge Since: 1990 | Offers guests and owners the amenities and support they need, a price they want, and a brand they can trust. | Economy | Days Inn, Super 8, Travelodge, Motel 6, Red Roof Inn | Initial: $250/room ($25,000 miniumum) Royalty: 5% GRR Marketing: 3% GRR | Business and leisure travelers | 900 | 28 |
| Rodeway Inn Since: 1990 | Cost-effective conversion brand with straight-forward flat fees and annual contract windows. | Economy | Days Inn, Super 8, Travelodge, Motel 6, Red Roof Inn | Initial: $125/room ($15,000 minimum) Royalty: 5% GRR Marketing: 3% GRR | Budget-conscious travelers | 607 | 41 |
| Suburban Extended Stay Hotel Since: 2005 | Provides guests with the right amenities at the right price for longer-term stays. Offers owners conversion opportunities for existing extended-stay brands and select traditional hotel buildings. | Economy | Studio 6, WoodSpring Suites, Extended Stay America, In-Town Suites | Initial: $225/room or $30,000, whichever is greater Royalty: 6% GRR Marketing: 2.5% GRR | Business and budget-conscious extended-stay travelers | 61 | 8 |
| Woodspring Suites Since: 2015 | A purpose-built, new construction prototype designed to offer extended-stay guests a welcoming environment and a straightforward stay. | Economy | Extended Stay America, InTown Suites, My Place | Application: $5,000 Franchise: $27,000 Royalty: 6% GRR Marketing: 2.5% GRR | Business and leisure travelers, guests relocating or transitioning between homes | 241 | 51 |
| Mainstay Suites Since: 1996 | A midscale extended-stay brand that allows guests to enjoy apartment-life living while enjoying the perks of a hotel stay. | Midscale | Candlewood Suites, Extended Stay America, Hawthorn Suites, TownPlace Suites, Home2 Suites | Application: $5,000 Franchise: $27,000 Royalty: 6% GRR Marketing: 2.5% GRR | Extended-stay travelers | 60 | 112 |
| Quality Inn Since: 1941 | A midscale conversion brand that delivers on asset value and market positions for its hotels with flexible standards. | Midscale | Best Western, Days Inn, Ramada, La Quinta, Baymont Inn | Initial: $300/room ($35,000 minimum) Royalty: 5.25% GRR Marketing: 3.5% GRR | Practical, value-seeking travelers | 1894 | 67 |
| Sleep Inn Since: 1988 | A simply stylish, timeless new-construction brand and proven leader in the midscale space. Provides guests affordable style and offers developers a smart, savvy investment opportunity. | Midscale | AmericInn, Country Inn & Suites, Baymont, Wingate | Initial: $300/room ($40,000 minimum) Royalty: 5.5% GRR Marketing: 3.5% GRR | Business and leisure travelers | 404 | 138 |
| Clarion Since: 1986 | Specially equipped to support small- to medium-sized corporate and social events. Ideal for owners seeking to strategically reposition full-service properties to a focused-service model. | Midscale | Best Western Plus, Radisson, Ramada, Four Points, Holiday Inn | Initial: $300/room ($40,000 minimum) Royalty: 5% GRR Marketing: 3% GRR | Business and leisure travelers, meetings, and groups | 295 | 21 |
| Comfort Inn & Comfort Suites Since: 1981 | One of the most recognized and reliable upper-midscale brands in America. A recent transformation provides guests with a warm and welcoming stay with a refreshed look and feel. | Upper Midscale | Holiday Inn Express, Fairfield Inn & Suites, Country Inn & Suites, La Quinta | Initial: $500/room ($50,000 minimum) Royalty: 6% GRR Marketing: 3.5% GRR | Business and leisure travelers | 1339 | 280 |
| Cambria Hotels and Suites Since: 2007 | An upscale brand designed for the way guests live and work with contemporary essentials and approachable indulgences. | Upscale | Aloft, Courtyard, Hilton Garden Inn, Hotel Indigo, Hyatt Place | Initial: $500/room ($60,000 minimum) Royalty: 5% GRR Marketing: 3% GRR | Business travelers, millennials | 37 | 79 |
