Adrian Awards 2020
Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?
Choice Hotels is one of the largest hotel franchisors in the world with 7,100 hotels globally and provides a range of high-quality lodging options for travelers. Choice has a large focus in the mid-scale segment (key brands include Comfort, Sleep Inn, and Quality), and their core target customer - the hardworking, pragmatic, and value-conscious traveler – is referred to as the “resourceful American.” These travelers often work in gray collar roles, skew towards leisure travel, and tend to drive to their destination rather than fly(1). ‘Resourceful Americans’ make up a large portion of the stays booked at Choice Hotels for our midscale brands, as well as our upscale, economy, and extended stay brands. COVID shifted traveler attitudes and behaviors across the board, with non-essential business travel put on hold and consumers choosing to drive to destinations not too far from home, at a good value(2), rather than cruises and air travel. In other words, travelers began to behave a lot like our “resourceful Americans”. We seized this opportunity to speak to a broader audience looking to release the “pent-up demand” industry polls forecasted(3). Though travel had dropped drastically in March and April, travelers’ optimism in late-April and early-May was growing, with ~40% of travelers saying they were likely to take a vacation in the coming six months, compared to 31% in early April(4). The core of our challenge was to drive bookings for a national hotel franchisor operating in various chain scales during an unprecedented global pandemic where travel was at its trough and varied wildly across the country, as well as provide travelers a much-needed source of reassurance as they sought to navigate their “new normal.” As pent-up consumer travel demand began to release, we wanted to capture their bookings. Sources 1. Choice Hotels Resourceful American Target Profile 2020 2. MMGY Travel Intentions Pulse Survey, Wave III, April 2020 3. The Harris Poll, Survey, April 2020
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
After the launch of regional assets targeted geographically, Choice Hotels saw significant revenue growth originating from bookings by consumers who lived within close driving distance of its hotels (25 miles or less), reflecting the success of our regional and road trip-based strategy. The ultimate goal of encouraging and driving bookings for Choice Hotels was met and was reflected in various earnings and profitability metrics, with performance far beyond our competitors during the pandemic. In Q3 of 2020, Choice Hotels reported $14.5MM in net profit, despite the worst year on records for the travel industry. Choice Hotels’ domestic systemwide RevPAR outperformed the general hotel industry by 20 percentage points in the market segments Choice Hotels operates. As of November 2020, Choice Hotels’ stock price had risen 46% over a six-month period during a global pandemic, significantly outperforming many hospitality peers.
Entry Title
2020 Choice Hotels Recovery Campaign
Recovery Strategies - Recovery Strategies
Recovery Strategies
Entry Award:
Gold BP