CHOICE HOTELS INTERNATIONAL recently launched its 2025 global marketing campaign, “Check Into More,” focused on maximizing stays by enhancing guest experiences and brand loyalty across its 22 brands. The campaign features actor and writer Keegan-Michael Key for the second consecutive year as the “Vacation Maximization-er,” guiding travelers to make the most of their stays with Choice Hotels.
The campaign, based on research showing 95 percent of U.S. travelers seek unique experiences, features six 30- or 15-second ad spots airing on TV and digital channels through 2025, Choice said in a statement.
"Over the last few years, we've seen a significant cultural shift in people booking travel based on what they want to experience, not just where they want to go," said Noha Abdalla, Choice Hotels' chief marketing officer. "With over 7,500 properties at different price points ranging from full-service upscale hotels with on-site restaurants and bars, to ubiquitous select-service hotels, all connected through a benefit-rich rewards program, we're empowering our guests to unlock more opportunities for connection and exploration."
Choice introduced the "Time Off Toolbox" to help travelers maximize their trips, the statement said. It includes customizable time-off request videos and out-of-office message generators featuring Keegan-Michael Key. The campaign showcases Choice brands, including Radisson, Cambria, Quality Inn and Comfort, each serving different traveler needs.
The campaign also promotes Choice Privileges, the company's rewards program with 68 million members, Choice said. The program recently added new features, including RewardSaver room rates and the option to use points for rooms with premium features.
The 2025 campaign’s media strategy, developed with dentsu X, targets families, young professionals and business travelers through a video-first approach on connected TV, online video, and social channels. It features personalized messaging and partnerships with platforms like Hulu, Disney, Peacock, and Amazon.
Choice unveiled new visual identities and logos for its Radisson, Radisson Blu, and Radisson Individuals brands and plans to introduce experiential elements at Radisson hotels in the Americas. The company was recently named one of America’s Most Responsible Companies for 2025 by Newsweek and Statista.
