Choice unveils new brand identity ahead of annual convention

Choice Hotels International has introduced a new brand identity, which includes a new look and feel and an integrated advertising campaign that spans TV, radio, digital and mobile designed to grow Choice's brand awareness. A redesigned is also part of the launch.

The refreshed brand positioning and new identity builds off of Choice Hotels' 75 years in the hotel business, the company said. It also reportedly reflects the new direction and growth of the company, particularly in the upscale segment, and among millennials. "Our goal is to bring people together and welcome every guest, wherever their journey takes them," sayid Robert McDowell, SVP of marketing and distribution at Choice Hotels International. "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."

As Choice noted, with rapid changes to technology and social media moving at lightning speed, it is easier to connect with people virtually versus in person. However, according to a recent survey, 85 percent of people agree meeting face-to-face is more productive than communicating electronically. With nearly 60% of Mmillennials (aged 18-34) stating that their favorite part of traveling is the people they are with or going to see.  

"Our portfolio of brands spans a range of price points and guest experiences that meet any stay occasion anywhere around the world. Choice Privileges offers the rewards and perks guests are looking for, so no matter where your people are, a Choice Hotels property is never far away—and the people at our hotels are always ready to make you feel welcome, wanted, and respected," said McDowell. 

The Clash's "Should I Stay or Should I Go?" song acts as the musical anthem throughout the TV advertising spots highlighting various scenarios where customers can choose to stay home or choose to go to that high school reunion, family event or business meeting. The customers ultimately opt for the better option – to go and make an in-person connection – and when they do, they can book faster and more efficiently on the completely redesigned website.