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Hospitality Giant Expands Agency Partnerships Amidst Ambitious Growth and Shifts Focus to Upscale Market
Choice Hotels is shaking up its marketing strategy following a period of significant expansion, including the recent acquisition of Radisson Hotels. This strategic move marks a notable shift for the company, historically known for its mid-range and budget-friendly offerings, as it now seeks to strengthen its presence in the upscale hospitality sector.
The integration of Radisson, completed late last year, is a key element of Choice’s plan to elevate its brand and appeal to a broader, more diverse customer base. As part of this repositioning, Choice has launched its largest advertising campaign to date, starring actor Keegan-Michael Key. The campaign, titled “A Stay for Any You,” debuted in early 2024 and is designed to resonate with a wide range of travelers.
To further amplify this campaign, Choice has enlisted the expertise of Dentsu X, which has been appointed as the new agency of record (AOR) for media. Dentsu X will extend the reach of the celebrity-led campaign across digital platforms, with a strong focus on online, podcast, and social media channels. The agency’s efforts will be particularly targeted at engaging Gen Z and millennial audiences through platforms like TikTok.
The shift in Choice’s marketing approach comes at a time when the hospitality industry is eager to capitalize on the resurgence of travel and the declining popularity of home-sharing platforms like Airbnb. Hotels are increasingly focusing on loyalty programs, which provide valuable first-party data to inform and refine their marketing efforts. In line with this trend, Choice is enhancing its Choice Privileges rewards program to offer more experiences and additional ways for customers to redeem points.
With 22 brands under its umbrella, including Radisson, Cambria Hotels, Comfort Hotels, Sleep Inn, and Quality Inn, Choice Hotels is positioning itself for continued growth and innovation. Earlier this year, the company made headlines when it abandoned plans for a $7 billion acquisition of rival Wyndham, signaling its intent to chart its own course in the competitive hospitality market.
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