Choice Hotels Pivots to 'Travel Values' in Global Campaign
Event summary
- Choice Hotels launched a global 'Travel Values' campaign on January 20, 2026, featuring Keegan-Michael Key for the third consecutive year.
- The multi-channel campaign targets travelers prioritizing experiences over material goods, emphasizing value through more trips, experiences, and memories.
- Choice Privileges, the company's loyalty program, was highlighted for its enhanced rewards experience, enabling faster elite status and more frequent rewards.
- The campaign will run across TV, digital, and social platforms throughout 2026, including prime sports moments like college basketball.
The big picture
Choice Hotels' new campaign reflects a broader industry trend where hospitality brands are redefining value to cater to experience-focused travelers. By leveraging its extensive portfolio of 22 brands and the Choice Privileges loyalty program, the company aims to strengthen its position in the competitive midscale and extended-stay segments. The strategic emphasis on meaningful travel experiences aligns with post-pandemic consumer behavior, where flexibility and personalized rewards are key differentiators.
What we're watching
- Consumer Behavior Shift
- How Choice Hotels' focus on experiential travel aligns with evolving consumer preferences for value-driven experiences.
- Loyalty Program Impact
- Whether the enhanced Choice Privileges program can drive higher engagement and retention among frequent travelers.
- Campaign Effectiveness
- The pace at which the 'Travel Values' campaign translates into increased bookings and brand loyalty across Choice Hotels' diverse portfolio.
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