In the fast-paced world of travel marketing, it’s not often that a brand stops you in your tracks and makes you think, “Wow, they really understand what I need.” That’s exactly what Choice Hotels has accomplished with its 2025 global marketing campaign, Check Into More. This isn’t just another ad blitz; it’s a masterclass in how to connect with today’s travelers on a deeper level while delivering value in every sense of the word.
At the heart of the campaign is actor and comedian Keegan-Michael Key, returning as the “Vacation Maximization-er” for the second year in a row. With his signature charm and humor, Key walks guests through the Choice Hotels process, showing how to maximize their stays while making first things first: unforgettable experiences.
Tapping into the traveler’s mindset
Let’s be honest: travelers today aren’t just booking rooms; they’re curating experiences. From intergenerational vacations, combining work and leisure, today’s people value experiences, not just a place to lay their head on. With the shift of this cultural insight, Choice Hotels anchored its campaign on this change.
Here’s what makes this campaign stand out: it doesn’t just promote hotel stays; it tells a story. One ad, for instance, shows a millennial business traveler staying at a Radisson for productive meetings and then unwinding at a rooftop bar in Cambria. It’s a seamless narrative that rings true to tourists balancing business and leisure. Choice Hotels creates these relevant moments using knowledge from real guest behavior, so it’s not just a lip service.
The numbers don’t lie: The power of personalization
This works even when it comes to hard facts and statistics. For example, in a survey Choice Hotels conducted, 95% of American tourists want to include unique experiences in their vacations, such as dining locally, attending concerts, or discovering the country’s natural beauties. They have been able to take this information and build a campaign that seems relevant and personal, while still yielding results.
Last year’s campaign laid the groundwork, boosting brand favorability by a staggering 76%. This year, they’re building on that momentum by focusing on maximizing guest experiences and driving loyalty. With 68 million members worldwide (and growing), the company’s Choice Privileges program makes one thing clear: they’re here to bring value with every kind of trip.
Lessons in marketing brilliance
So, what can other brands learn from this campaign? A lot. Here are a few standout takeaways for marketers and entrepreneurs looking to make an impact:
- Put your audience first: Choice Hotels didn’t start with what they wanted to sell; they started with what travelers wanted to experience. Whether it’s a family road trip or a corporate retreat, the campaign speaks directly to the needs and desires of their diverse audience.
- Blend creativity with data: This campaign isn’t just about clever ads—it’s backed by research. By understanding travel trends like bleisure and multigenerational trips, Choice crafted content that feels timely and authentic.
- Highlight value, not just features: Instead of listing amenities, the campaign focuses on how those amenities enhance the guest experience. It’s not about a rooftop bar; it’s about unwinding after a productive day. It’s not just breakfast; it’s about fueling up for a family adventure.
- Leverage storytelling: People connect with stories, not sales pitches. Choice Hotels uses relatable scenarios to show how their properties fit into the lives of their guests, making every interaction feel personal.
Creating connections that last
What truly sets Choice Hotels apart is its ability to balance value and connection. By showcasing upscale brands like Radisson and Cambria and midscale options like Quality Inn and Comfort, they’ve made it clear that no matter your budget, you can maximize your travel experience.
But it doesn’t stop there. The campaign also taps into Key’s comedic style and a video-first approach, reaching audiences across platforms like Hulu, Disney, and Amazon. From podcasts to social media, Choice is meeting travelers where they are—literally and figuratively.
The road ahead for brands
For other brands looking to replicate this success, the lesson is simple: know your audience and stay true to your values. Whether you’re running a small business or managing a global enterprise, the principles behind Check Into More apply universally. It’s about understanding what your customers need, using data to inform your strategy, and never losing sight of the human element.
Choice Hotels’ campaign is more than just a marketing strategy; it’s a reminder that great brands don’t just sell products—they build relationships. And in an age where consumers are craving authenticity and value, that’s the kind of connection that keeps people coming back.
So, as the travel industry—and the world—continues to evolve, let Choice Hotels be your inspiration to stay innovative, stay human, and most importantly, stay connected.
FAQ’s
1. How can businesses stand out online with digital marketing?
Focus on SEO to make your website easier to find, stay active on social media to connect with your audience, and use engaging content that adds real value.
2. Why is content marketing important?
Great content builds trust and keeps people coming back. Blogs, videos, and infographics can attract the right audience and boost your website traffic.
3. What’s the easiest way to personalize marketing?
Use data from tools like email campaigns or social media insights to tailor messages. Personalized content shows customers you understand their needs.