Choice Hotels' Local Play: Redefining Corporate Impact from the Ground Up

NORTH BETHESDA, MD – December 02, 2025 – This week, Choice Hotels International announced the 2025 recipients of its “Your Community, Your Choice” grant program, earmarking over $85,000 for 19 nonprofits across the United States and the Asia-Pacific region. On the surface, it’s another positive story of corporate giving in the lead-up to the holiday season. But to dismiss it as such would be to miss the deeper innovation at play. Beyond the launch of another philanthropic cycle, Choice is refining a compelling model for corporate social responsibility that challenges the top-down conventions of its industry.

This initiative isn’t about a distant corporate headquarters deciding where to allocate funds. Instead, it leverages the company’s most valuable asset: the hyper-local knowledge of its franchisees. By placing the power of nomination directly into the hands of its hotel owners, Choice is building a framework for impact that is as diverse and specific as the communities its properties serve.

A Model of Delegated Philanthropy

The core innovation of the “Your Community, Your Choice” program is its decentralized structure. Rather than a corporate committee reviewing thousands of applications from across the globe, the process begins at the ground level. A franchisee in Johnson City, New York, sees the struggle of single parents in their community and nominates Mom’s House, an organization providing critical childcare for those pursuing education. In Destin, Florida, an owner with a connection to the special needs community champions Westonwood Ranch, which offers vocational training to young adults with developmental differences. Corporate associates then vote on the franchisee nominations to select the winners.

This model carries profound implications. For a global corporation like Choice, with over 7,500 hotels, a grant of up to $5,000 per location may seem modest. But for a local nonprofit, that sum can be transformative. It can fund a specific project, bridge a budget gap, or provide essential resources that directly benefit community members. The funds going to the Friends of Saguaro National Park will help maintain trails and protect a delicate ecosystem, while the grant for Raksha Inc. in Georgia will support South Asian American survivors of violence. Each donation is targeted, personal, and driven by a local advocate who understands the immediate need.

"At Choice Hotels, we're inspired every day by the meaningful ways our hotels give back to their communities," said Megan Brumagim, Vice President, Upscale Brands and Chief Sustainability Officer. "As we celebrate the sixth year of the 'Your Community, Your Choice' program, we're proud to support these outstanding nonprofits and the dedicated hotel teams who champion their missions."

This approach fundamentally redefines the relationship between a global brand and its local outposts. The franchisee is no longer just an operator of a branded property but an empowered agent of community change, with the corporation acting as a financial facilitator for their local vision.

More Than a Check: A Pillar of ESG Strategy

To fully appreciate the significance of this program, it must be viewed within the broader context of Choice Hotels' comprehensive Environmental, Social, and Governance (ESG) strategy. This isn’t an isolated act of goodwill; it is a strategic component of a much larger corporate identity. The company’s detailed sustainability reports outline a multi-faceted approach to responsible business, demonstrating that community investment is woven into its operational fabric.

On the environmental front, the company’s “Room to Be Green” program is set to become a global brand standard in 2025, mandating practices that reduce waste and conserve energy. The company is also actively tracking its emissions and has committed to setting science-based reduction targets. This long-term environmental vision provides a backdrop of responsibility against which its social programs shine.

The social pillar of Choice's strategy is equally robust. The company has taken a strong public stance against human trafficking, mandating refreshed training for all associates and franchisees. It also champions diversity in ownership through its SOAR program, which is designed to support underrepresented entrepreneurs in becoming hotel owners. The “Your Community, Your Choice” program fits seamlessly into this framework, serving as the grassroots expression of the company’s commitment to social good.

The Competitive Edge of Community Capital

In the highly competitive hospitality landscape, every major player has a CSR narrative. Marriott’s “Serve 360” platform and Hilton’s “Travel with Purpose” strategy, backed by its Global Foundation, mobilize immense resources for volunteerism and large-scale grants. IHG’s “Journey to Tomorrow” plan aims to improve millions of lives through skills training and disaster relief. These are commendable, impactful initiatives.

Where Choice Hotels carves its unique niche is in its direct empowerment of the franchisee. While competitors often focus on corporate-led foundations or company-wide volunteer days, Choice’s model creates a powerful feedback loop. It validates the franchisee’s role as a community leader, deepens their personal and professional investment in their locality, and, in turn, strengthens their loyalty to the Choice brand. It transforms the franchisee-franchisor relationship from a purely transactional one into a partnership built on shared values and mutual community investment. This strategy builds a form of “community capital” that can be more resilient and authentic than a centrally managed charitable fund.

From Local Initiative to Global Blueprint

What began in 2019 as a $25,000 pilot program for five hotels has demonstrated remarkable and steady growth. The total annual donation has more than tripled, and the program's cumulative impact has reached $350,000 across more than 80 hotels. This trajectory signifies more than just increased budget allocation; it proves the model's success and scalability.

The most telling sign of this success is the program's international expansion in 2025. With four grants awarded to nonprofits in Australia and New Zealand—supporting everything from disability services in Christchurch to domestic violence support in Coffs Harbour—Choice is testing this franchisee-led model on a global stage. It suggests a belief that this ground-up approach to philanthropy is not a uniquely American concept but a universal strategy for building local relevance.

By trusting its local partners to identify the most pressing needs in their own backyards, Choice Hotels is doing more than just writing checks. It is building a network of community-invested businesses and fostering a deeper sense of purpose across its vast system. This shift from corporate directive to franchisee-driven impact offers a powerful lesson in how global brands can achieve authentic local resonance.