By BW Hotelier

CHOICE HOTELS International Inc. rolled out a revamped brand identity along with a new integrated marketing campaign in an effort to reposition itself in the market by making themselves the top choice for travellers who seek to make personal connections.

Resting firmly on the foundation of the Rockwell based group’s 75 year legacy, this rebranding endeavour had its genesis in the realization of the changing requirements of upscale business travellers and milennials and the opportunity it presents for the hotel industry.

To simplify the digital process of making hotel reservation, the group has introduced a completely redesigned website, www.ChoiceHotels.com (see photo). Aside from this, the integrated marketing effort includes an advertising campaign set against the anthem ’Should I Stay or Should I Go’? by The Clash, urging people to travel and make real connections with effortless and reliable bookings through their website. The campaign will air on radio and television as well as on the group’s hotels’ in-house televisions.

Promoting their reward programme, Robert McDowell the Senior Vice President of Marketing and Distribution at Choice Hotels said that the ’Choice Privelidges’ offered rewards and perks that guests were looking for and that no matter where anyone was, a Choice hotel was never far and perennially welcoming.

’Our goal is to bring people together and welcome every guest, wherever their journey takes them,’ said McDowell. ’We want to stand out and show people that we understand what truly matters to them. Travel is not only about the destination. It’s about connecting with the people you are going to see there. Choosing to get out and go might not be the easiest option, but it’s the right one.’

Choice Hotels International is one of the world’s largest lodging companies. It has more than 6,300 hotels franchised in 35 countries and territories and has 603 hotels in the development pipeline.