Choice Hotels Reports 13% International Room Growth

- To attract local and international guests, new international locations can create short-form video content for TikTok and Instagram Reels that showcases unique property features and nearby "hidden gem" local attractions. This can be amplified by creating branded hashtag challenges for guests to participate in. - Franchisees in new markets can build community and drive bookings by partnering with local food bloggers and micro-influencers who have an engaged local following. This strategy is often more effective and authentic than using major non-local influencers. - A powerful tactic for new hotels is to launch user-generated content (UGC) campaigns, encouraging guests to share their experiences using a specific hashtag in exchange for incentives like discounts or prizes. This content can then be repurposed across the hotel's social media channels and in paid ads to provide social proof. - Individual hotels can use AI-powered tools like ChatGPT to quickly generate social media captions and blog posts, and tools like Canva AI to create professional-looking visual content and videos, which is ideal for small teams managing marketing alongside operations. - Social media strategies for new international hotels should include "behind-the-scenes" content featuring staff members to humanize the brand and create a stronger connection with potential guests. - Choice Hotels is actively hiring social media content creators to produce high-impact content that drives revenue, indicating a deep investment in social media as a key marketing channel. This focus from corporate can create opportunities for franchisees to invest in specialized social media agencies. - The company's marketing campaigns for its growing extended-stay brands are heavily promoted through paid social media and online video channels, signaling a significant budget and strategic focus on these platforms. - As part of its digital strategy, Choice Hotels uses AI to personalize guest offers, such as room upgrades or late check-outs, which can be promoted through targeted social media ads and email marketing campaigns.