Choice Hotels International commenced its 68th annual convention in Las Vegas yesterday with Choice Hotels President and CEO Patrick Pacious opening the three-day event, emphasizing the company’s robust competitive stance and its strategies to assist proprietors and operators in capitalizing on the escalating demand for both leisure and business travel. Boasting a staggering 6,600 participants, including over 1,100 exhibitors, this three-day conference stands as one of Choice’s most extensive gatherings to date. The event will encompass a plethora of educational sessions, brand presentations, a trade show, and more, all meticulously curated to empower owners and operators in effectively leveraging the Choice franchisee success system and seizing the latest travel trends.
CEO Patrick Pacious inaugurated the conference, telling Choice franchisees, “Collectively, we have reached a higher level of achievement and strategically positioned our brands to capitalize on the increasing travel demand in the years ahead.”
“Choice is a leader in technology and innovation, brand creation, brand renewal and franchisee retention,” Pacious added. “And when we look to the future, we see a portfolio of brands that are getting stronger together: By investing in Upscale, we have become the challenger brands to watch. By being good stewards of our core brands, we are driving our Midscale performance. And by innovating from the front, we will continue our leadership position in Extended Stay.”
Company Chief Executive emphasized the transformation of Choice into a more robust company today. Over the past five years, there has been a 23% growth in direct online revenue and a 13% increase in revenue per property. Moreover, the number of Choice Privileges members has surged from 40 million to 65 million by the end of Q1 2024.
The company is actively making strategic investments to secure its future and boost revenue for hotel owners and operators. With its exceptional Global Group Sales team, the company successfully generated nearly $100 million in additional Gross Room Revenue for hotels within the Choice system within a year of integrating the Radisson Americas global sales team in October 2022.
Furthermore, Choice is revamping its Choice Privileges rewards program to create a more experiential and emotional connection between guests and its brands. As part of this transformation, Choice has entered into a new sponsorship agreement with Trackhouse Racing for the 2024 NASCAR Cup season, providing exclusive access to members. Additionally, the company is investing in enhancing its digital platforms, with plans to unveil a refreshed and brand-specific website that will showcase each brand more effectively, featuring enhanced visuals and content, later this year.
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