Choice Hotels International has revamped its branding, including a new company logo and redesigned website.
The US-based company, which is one of the world’s largest hotel groups with more than 6,300 properties, said it had embarked on the new direction in an attempt to “realize opportunities with business travellers across the portfolio, particularly in the upscale segment, and among millennials”.
“Our goal is to bring people together and welcome every guest, wherever their journey takes them,” said Robert McDowell, Choice’s senior vice president of marketing & distribution.
“We want to stand out and show people that we understand what truly matters to them. Travel is not only about the destination; it’s about connecting with the people you are going to see there. Choosing to get out and go might not be the easiest option, but it’s the right one.”
The company’s plain black and white logo has been replaced with a two-tone brown colour scheme and a new ‘C’ emblem. The word ‘International’ has also been dropped from the name.
The revamped website is now more bold, with users being presented with large hotel images and a search box on the homepage, along with details of promotions, the Choice Privileges reward scheme and the company’s mobile apps.
A new strapline, “Should I stay or should I go”, has also been created, with The Clash’s 1982 rock song of the same name to be used in future Choice adverts.
Choice, which has a franchise business model, operates a range of hotel brands including Ascend, Cambria, Comfort Inn, Comfort Suites, Sleep Inn, Quality, Clarion, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway Inn.
The majority of its hotels are located in the US and Canada, but it also has a significant presence in Australia and Europe and is growing in Asia and Latin America.
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