Choice Hotels Launches New Global Campaign Focused on Travel Value
Choice Hotels International has introduced a new global marketing campaign built around the theme of “Travel Values,” focusing on how hotel stays can support more meaningful travel experiences. The campaign positions value not only in terms of cost, but in how accommodations can help travelers make better use of their time and budgets.
The initiative reflects a broader shift in traveler preferences, as many consumers increasingly prioritize experiences over material purchases. According to the campaign narrative, travelers are looking to maximize what they gain from each trip—whether that means traveling more often, engaging in different activities, or creating shared memories. The campaign presents Choice Hotels as aligning with these evolving expectations by offering options designed to meet varied travel needs.
This marks the third consecutive year that Choice Hotels has worked with actor and comedian Keegan-Michael Key. The campaign was developed in collaboration with creative agency 72andSunny (New York), media agency dentsu X, and Choice Hotels’ internal teams. It includes 30-second and 15-second advertisements across television, connected TV, digital platforms, and social media channels, with placements planned throughout 2026.
Creatively, the campaign explores how the idea of value can differ among travelers. Scenarios range from leisure-focused trips such as golfing or nightlife to stays centered on rest and relaxation. The messaging emphasizes that Choice Hotels’ portfolio is designed to accommodate a range of travel purposes and personal priorities.
“Our campaign reflects how people are thinking about travel today,” said Noha Abdalla, Chief Marketing Officer, Choice Hotels International. “As we continue to grow our footprint and awareness with global audiences, this campaign shows how Choice Hotels offers guests more ways to get what they value on a trip across an extensive portfolio of brands and locations, so they can enjoy comfort, flexibility, and making meaningful memories.”
“Some of my fondest memories, from childhood to recent years, come from being on the road with loved ones,” said Keegan-Michael Key. “What I appreciate about Choice Hotels is how deeply they value creating meaningful moments for guests, and their wide range of brands reflects that commitment by offering options for every guest and every kind of stay. They continue to create places that take the pressure off travel, which is why staying at their hotels resonates with me.”
The campaign features several Choice Hotels brands, including Comfort Hotels and Cambria Hotels, to illustrate different approaches to value, design, and guest experience. It also highlights the company’s loyalty program, Choice Privileges, which recently introduced updates aimed at making it easier for members to earn and use rewards, reach elite status, and access program benefits.
Through this campaign, Choice Hotels outlines its approach to offering a range of accommodations and loyalty options across more than 7,000 properties in 46 countries and territories, addressing diverse traveler expectations and travel styles.
Leave a comment