Choice Hotels Launches Detour-Focused Campaign to Capitalize on Road Trip Boom
Event summary
- Choice Hotels launched the Great American Detour campaign on June 22, 2026, featuring a curated guide of off-the-beaten-path destinations paired with nearby Choice properties.
- The initiative includes limited-edition Summer Detour Kits and a road trip tour celebrating Route 66's centennial.
- Choice Hotels has over 4,000 properties within a mile of interstate exits and 2,000 near beaches or national parks.
The big picture
This campaign reflects the growing consumer preference for experiential travel and exploration of lesser-known destinations, supported by U.S. Travel Association data showing 80% of travelers open to visiting beyond major cities. Choice Hotels is leveraging its extensive highway-adjacent property network to position itself as the preferred accommodation partner for American road trippers.
What we're watching
- Campaign Effectiveness
- Whether the detour-focused marketing can drive meaningful occupancy increases during summer travel season.
- Competitive Positioning
- How this initiative differentiates Choice Hotels from competitors in the mid-scale and economy hotel segments.
- Loyalty Program Engagement
- The pace at which Choice Privileges membership growth accelerates through this targeted road trip promotion.