CHOICE HOTELS INTERNATIONAL is hoping its new NASCAR-focused promotion will boost business for owners of Quality Inn hotels.
The plan to promote 1,500 Quality Inn hotels in the U.S. boils down to one property – Rupesh Patel’s Quality Inn Daytona Speedway in Daytona Beach, Florida.
Patel’s midscale property is across from the Daytona International Speedway, where people attending last week’s Coke Zero Sugar 400 were introduced to the brand’s contest that will award a three-night stay at the Quality Inn Daytona Speedway and tickets to the 2019 racing event.
The contest, called “It’s Quality Time, Race Weekend Giveaway,” launched on July 6 and will run through July 22. Quality Inn has teamed up with the Voice of NASCAR, Motor Racing Network, to promote the sweepstakes.
During the July 7 event, the contest – and Patel’s Quality Inn – were highlighted throughout the racetrack, including Jumbotron commercials and mobile units in the UNOH Fanzone.
Besides promoting that one property, Choice Hotels believes the contest and its ongoing partnership with the Motor Racing Network will generate awareness and business for Quality Inns in the U.S. and throughout the world.
With 1,540 hotels in its domestic market, Quality Inn is Choice Hotels’ fastest-growing brand. From 2012 through 2017, the number of Quality Inn hotels in Choice’s system grew by more than 26 percent. It is second only to the Comfort brand in revenue generation for Choice. In 2017, the company earned nearly $81 million in royalty fees from its Quality Inn hotels in the U.S. The brand’s ADR is around $80.
Choice also has more than 300 Quality Inn hotels in other countries. NASCAR events and radio broadcasts attract attention from all over the world.
“The Coke Zero Sugar 400 celebrates the rich tradition of NASCAR at one of the most historic speedways in the country,” said Caragh McLaughlin, head of domestic brand management for Quality Inn, Choice Hotels. “NASCAR fans are Quality Inn guests and vice-versa, and both are value conscious, which makes this sponsorship the perfect match. This contest allows the Quality Inn brand to connect with one of the most loyal fan bases in sports when it comes to supporting sponsors, and presents Quality Inn as a value-add brand, all while giving NASCAR fans a truly memorable experience.”
At 18 NASCAR races around the country this summer, the Quality Inn brand will be the presenting sponsor of MRN’s interactive “Fan Vote”— with trivia and race questions that will pop up on MRN’s live radio broadcasts, social media posts, on audience headsets and scanners, NASCAR.com, TuneIn Internet radio and at the racetrack on the Jumbotrons.
Putting the Quality Inn Daytona Speedway in its best light will not require a major do-over for Patel. In fact, he has been preparing for this moment for a long time.
His hotel bears a TripAdvisor Certificate of Excellence. It has a 4.5 star ranking on the travel-review site. It also received Choice Hotels’ Platinum Award in 2017.
Patel heads 3 Hospitality and is founder of SmartGuests.com, an online marketing business that teaches hotel owners how to increase guest satisfaction through personalized service and recognition as well as how to increase the number of positive online reviews on sites such as TripAdvisor and Google.