Check Into More: Choice Hotels Inspires Vacationers

Maximize Your Vacation with Choice Hotels

Choice Hotels International has launched a new global marketing campaign inviting travellers to “Check Into More” across its 22 diverse hotel brands. This campaign is based on the insight that 95% of U.S. travellers want to spend part of their trips on new and unique experiences.

Developed in collaboration with actor and writer Keegan-Michael Key, creative agency 72andSunny New York, and Choice Hotels, the campaign includes six 30- and 15-second spots that will run on television and digital channels through the end of 2025. In the campaign, Key plays the “Vacation Maximization-er,” providing humour and relatability while guiding travellers on how to make the most of their trips with Choice Hotels.

“Over the last few years, we’ve seen a significant cultural shift in how people book travel,” said Noha Abdalla, Chief Marketing Officer of Choice Hotels International.

“They are focusing more on the experiences they want rather than just the destinations. With over 7,500 properties at various price points—ranging from full-service upscale hotels with on-site restaurants and bars to select-service hotels—all connected through a benefit-rich rewards program, we empower our guests to unlock more opportunities for connection and exploration.”

Building on the success of the 2024 campaign, Choice Hotels has once again partnered with Keegan-Michael Key, whose comedic style resonates strongly with target audiences. Key showcases the versatility, depth, and breadth of hotel options available through ChoiceHotels.com and the award-winning Choice Privileges rewards program.

To further inspire guests, Choice Hotels has launched the “Time Off Toolbox,” featuring customizable time-off request videos and messages from the Vacation Maximization-er himself. The “Time Off Requestor” allows travellers to create entertaining videos asking for time off that no boss can deny. The “Out-of-Office Message Generator” creates personalized automatic email replies in Key’s voice, making every aspect of taking a break more enjoyable.

The TV ads and online videos showcase various brands, including Radisson, Cambria, Quality Inn, and Comfort. Radisson offers modern and functional guest rooms with dedicated workspaces and flexible meeting spaces. Cambria features locally inspired designs and flavours, along with rooftop bars, outdoor spaces, and spa-inspired bathrooms. Comfort provides a welcoming stay with essential amenities, including a complimentary hot breakfast, spacious rooms, and great pools at select locations nationwide. Quality Inn delivers the best value for your money, offering a complimentary hot breakfast and friendly service. Each commercial concludes with a suite of logos spotlighting the brands, including the newly introduced logos for Radisson Blu, Radisson Individuals, and Radisson.

One ad is dedicated to Choice Privileges, the rewards program with 68 million members worldwide. The program recently introduced new member features and redemption opportunities. These include RewardSaver room rates starting at 6,000 points, the ability to redeem points for rooms with premium features like better views or upgrades at select hotels, and an expansion of the booking window for points from 14 to 50 weeks. Members can earn and redeem points for stays at more than 7,000 hotels, college sports, and exclusive experiences with Trackhouse Racing.

Choice Hotels’ media strategy for 2025, developed in partnership with Dentsu X, aims to inspire and connect with families, young professionals, and business travellers who want to maximize every trip. The campaign uses a video-first approach across connected TV, online video, and social media to raise awareness of Choice’s portfolio of brands. It diversifies placements to engage unique audiences through podcasts and trending content, leveraging Key’s social media channels. Advanced targeting and delivery technologies personalize messaging for both new and existing guests, capturing in-market travellers through expanded partnerships with leading platforms like Hulu, Disney, Peacock, and Amazon, ensuring that Choice Hotels remains top-of-mind as travellers plan their journeys.