Choice Hotels International

Choice Hotels International Inc

Choice Hotels International Inc is a multinational hospitality company headquartered in North Bethesda, Maryland. Founded in 1939 as Quality Courts United, it started as a small chain of motels and evolved to become one of the world’s largest hotel franchisors. The company operates under various brands catering to different market segments, from upscale options like Radisson Blu and Cambria Hotels to economy brands like Econo Lodge and Rodeway Inn. 

Choice Hotels subsidiaries include various brands such as Comfort Inn, Quality Inn, and Sleep Inn, offering a range of accommodations to travellers. As of 2023, Choice Hotels has franchised nearly 7,500 hotels, covering 46 countries and territories. 

The company has a strong history of innovation. It introduced industry firsts, such as non-smoking rooms and 24-hour toll-free reservations. In 2018, Choice launched choiceEDGE, a cloud-based reservation and distribution platform that integrates with artificial intelligence and voice search. This platform marks a significant technological advancement in hotel management. In 2008, Choice launched the Ascend Hotel Collection, an early "soft brand" that allows boutique and historic hotels to join the network with fewer standard requirements, helping to diversify its offerings.

Choice Hotels’ loyalty program, Choice Privileges, allows members to earn and redeem points through various booking channels and includes a co-branded credit card with Mastercard, launched in 2023. In recent expansions, Choice acquired WoodSpring Suites in 2018 and Radisson Hotels Americas in 2022, strengthening its midscale and extended-stay segments.

The company has a strong corporate social responsibility programme, Room for Responsibility, and is committed to diversity and inclusion across its operations. In October 2023, Choice announced a proposal to acquire Wyndham Hotels & Resorts, aiming to broaden its market reach. Under CEO Patrick Pacious, the company focuses on global growth, innovative franchise support, and partnerships, including collaborations with Bluegreen Vacations and Penn National Gaming to enhance guest options and booking flexibility.

Choice Hotels International, Inc. began in 1939 as Quality Courts United, a small network of seven motels in Florida. Initially a nonprofit, it aimed to create a standardised experience for travelers by setting quality guidelines. In 1963, Quality Courts transitioned to a for-profit model and renamed itself Quality Courts Motels. Stewart W. Bainum Sr., originally in plumbing, joined the company by opening his motel and later merging his business, Park Consolidated Motels, with Quality Courts in 1968. Under Bainum's leadership, the headquarters moved from Daytona Beach to Silver Spring, Maryland, as the company expanded.

Choice hotels brand development and expansion:

In 1972, Quality Courts Motels rebranded to Quality Inns International and introduced Comfort Inn in 1981 as a new, lower-priced brand aimed at family and business travellers. This introduction marked the company’s shift to a multi-brand model across different price points.

By the late 1980s, Quality Inns operated Comfort Inn, Quality Inn, and a premium brand, Quality Royale. However, in 1987, Quality Inns merged its premium brand with AIRCOA Holdings’ Clarion Collection, creating the Clarion brand. The company also attempted to launch a budget chain, McSleep Inn, but after a trademark dispute with McDonald’s, it renamed the brand Sleep Inn.

In 1990, Bainum’s company, Manor Care, purchased Quality Inns and renamed it Choice Hotels. That year, Choice acquired the Rodeway Inn and Econo Lodge chains, expanding its economy options. In 1996, Manor Care spun off Choice Hotels, which became a publicly traded entity. This period saw the launch of MainStay Suites, an extended-stay brand.

Choice hotel properties and global reach:

During the 2000s, Choice expanded internationally and acquired Flag Hotels in Australia, rebranding them as Comfort and Quality Inns. In 2005, it launched Cambria Suites as an upscale brand focused on business travelers, followed by the acquisition of the Suburban Extended Stay chain. Choice Hotels also introduced the Ascend Hotel Collection in 2008, allowing boutique hotels to join under flexible brand standards.

In 2013, Choice introduced SkyTouch Technology, selling its proprietary property management system to other hotel firms. Later, in 2018, it launched choiceEDGE, a global cloud-based reservations platform designed to handle new digital demands. That year, Choice also acquired WoodSpring Suites, tripling its extended-stay hotel portfolio. In 2022, it purchased Radisson Hotels Americas for $675 million, gaining rights to Radisson-branded properties in the U.S., Canada, and Latin America.

Most recently, in 2023, Choice announced a bid to acquire Wyndham Hotels & Resorts for $90 per share, which, if successful, will add even more franchise options to its portfolio. Currently, led by CEO Patrick Pacious, Choice Hotels franchises nearly 7,500 properties across 46 countries, with brands spanning the economy to upscale markets. The company continues its focus on global growth, digital innovation, and franchise support in the hospitality sector.

Choice Hotels International's mission is to connect people through hospitality by providing welcoming, affordable, and comfortable accommodations. The company aims to support its franchisees by delivering strong business models, technology, and resources to ensure their success. It focuses on enhancing guest experiences with a wide range of hotel brands that cater to different needs and price points, ensuring accessibility and consistency worldwide. Choice Hotels is committed to maintaining high standards, innovation, and sustainable practices while fostering diversity and inclusion within its operations. The mission includes making travel simple and enjoyable for all guests, partners, and stakeholders.

Choice Hotels International’s vision is to be a global leader in the hospitality industry, recognised for connecting people through accessible and reliable accommodation. The company aims to create a seamless travel experience by combining innovative technology, a diverse portfolio of hotel brands, and exceptional customer service. It aspires to grow its presence worldwide while maintaining strong relationships with franchisees and partners. The vision includes building a company culture that values integrity, diversity, and community involvement, ensuring positive impacts on guests and local communities. Choice Hotels aims for long-term sustainability and continued adaptation to meet the needs of modern travellers.

In 2020, its Choice University was ranked first in Elearning! Magazine's Learning! 100 Awards, highlighting excellence in learning development. The company also earned a perfect score in the Human Rights Campaign's Corporate Equality Index, being named a "Best Place to Work for LGBTQ Equality" for the ninth consecutive year. Additionally, Choice Hotels was listed among Forbes' "Best Employers for Diversity" in 2020, reflecting its commitment to an inclusive workplace. These accolades demonstrate the company's dedication to quality, diversity, and employee development.

Choice Hotels International offers a wide array of products and services designed to cater to different customer needs and market segments, from budget-conscious travellers to those seeking upscale accommodations. The company manages an extensive portfolio of hotel brands, each tailored to unique preferences and budgets.

Comfort Inn Parent Company:

Choice Hotels International Inc. is the parent company of Comfort Inn, a midscale brand within its extensive portfolio. This relationship positions Comfort Inn as one of Choice Hotels' key offerings, providing affordable, comfortable accommodations tailored to both business and leisure travellers.

Choice hotels subsidiaries: Diverse range of hotel brands

Choice Hotels’ primary product is its range of franchised hotel brands, which cater to various market segments:

• Comfort Inn & Suites: A midscale brand offering a blend of comfort and affordability, perfect for business and leisure travellers. It includes amenities such as free breakfast, Wi-Fi, and spacious rooms.
• Quality Inn: Targeting midscale guests, this brand ensures value for money with clean, comfortable rooms and reliable services, popular among both business and leisure travellers.
• Clarion: Positioned between the midscale and upscale segments, Clarion hotels offer meeting spaces and services ideal for business events and group gatherings.
• Sleep Inn: A midscale option that focuses on simplicity and modern design, perfect for travellers seeking restful stays.
• MainStay Suites: An extended-stay brand offering amenities like fully equipped kitchens for longer visits, catering to business and relocation stays.
• WoodSpring Suites: An economy extended-stay brand designed for guests needing affordable, long-term accommodations, complete with kitchenettes in rooms.
• Suburban Studios: An economy extended-stay brand focusing on affordability, with basic amenities for longer stays.
• Econo Lodge: An economy brand providing essential services at budget-friendly rates for budget-conscious travellers.
• Rodeway Inn: This economy brand offers simple, no-frills accommodations at competitive prices.
• Ascend Hotel Collection: A soft brand featuring boutique and historic hotels that maintain unique identities while leveraging Choice’s network. It appeals to travellers seeking unique experiences.
• Cambria Hotels: An upscale, limited-service brand targeting business travellers with modern meeting spaces and high-end facilities.
• Radisson Brands: Acquired in 2022, these brands, including Radisson Blu, Radisson RED, and Radisson Individuals, expand Choice Hotels’ portfolio into the upscale and upper-upscale segments.

Choice Hotels International Loyalty Programme – Choice Privileges

The Choice Privileges loyalty program allows members to earn points for stays at participating properties, redeemable for free nights, gift cards, or airline miles. Members benefit from exclusive rates, rewards, and faster points accumulation when booking through Choice Hotels’ app or website. The program also includes a co-branded credit card partnership with Mastercard, which offers additional perks.

SkyTouch Technology

SkyTouch Technology, developed by Choice Hotels, is a cloud-based property management system designed to assist franchisees and other hotel owners in efficiently managing reservations, room inventory, and guest services. Initially developed for internal use, it is now available to other hospitality businesses seeking streamlined operations.

choiceEDGE

Launched in 2018, choiceEDGE is a cloud-based reservation and distribution platform that supports integration with AI and voice search capabilities. This advanced system enhances the booking experience for customers and improves operational efficiency for franchisees.

Corporate and Franchise Support Services

Choice Hotels provides comprehensive support to its franchisees, including marketing, training, and operational assistance, ensuring consistent service standards across the brand. These resources help franchise owners maximise business potential and adapt to evolving customer expectations and industry trends.

Special Offers and Packages

Choice Hotels offers a variety of special promotions and packages, such as early booking discounts and special rates for business travellers, to attract a diverse range of guests and increase the overall value proposition.