Choice Hotels International kicked off its 68th annual convention in Las Vegas, bringing together over 6,600 attendees, including 1,100 exhibitors, for three days of networking, education, and strategic planning. The convention highlighted Choice’s robust competitive standing and its commitment to supporting franchisees in capitalizing on the growing demand for leisure and business travel.
Choice’s CEO, Patrick Pacious, emphasized the company’s leadership in technology and innovation, brand creation and renewal, and franchisee retention. He highlighted Choice’s strategic investments in Upscale brands, its focus on driving performance in its core Midscale brands, and its continued innovation in Extended Stay. Pacious emphasized Choice’s transformation into a stronger entity, with an enhanced system that benefits all stakeholders.
Over the past five years, Choice has seen a surge in direct online revenue by 23%, along with a 13% increase in revenue per property. The Choice Privileges loyalty program has also grown exponentially, with membership increasing from 40 million to 65 million by the first quarter of 2024.
Choice is investing heavily in future growth to enhance revenue streams for hotel owners and operators. The company’s Global Group Sales team has driven nearly $100 million in incremental Gross Room Revenue for hotels within the Choice system over the past year. Choice is also revamping its Choice Privileges rewards program to focus on creating experiential value for guests, including sponsoring Trackhouse Racing for the 2024 NASCAR Cup season.
The company is also investing in its digital platforms, with plans to unveil a refreshed ChoiceHotels.com later this year. Pacious emphasized Choice’s commitment to being a long-term value-creator for its franchisees, expressing optimism about the future of the company and the industry.
