Challenge: Choice Hotels decided to launch a new upscale brand into a crowded hotel landscape at the peak of the recession. Without any centralized marketing budget, they needed to find a way for each property to distinguish itself from it’s competition.
Solution: Social Media Strategy and Training. Based on research conducted via social media listening, the brand recognized they could be successful by focusing on “younger, tech-savvy travelers” who had not yet established brand loyalty. A social road map was developed designed to help each property become the “local market expert for tech-savvy travelers.” Local training sessions were conducted in each individual market to teach properties how to listen and respond to the needs of potential customers.
Results: Occupancy rates increased as the hotels became part of their own local community, sales managers were introduced to new networks by tying into local events, and the brand continues to grow and expand into new markets.
