Choice Hotels Asia-Pac’s strategy to connect with Aussies and Kiwis through comedy, while reinforcing the hotel franchisor’s renowned value-for-money proposition – has seen a peak in website visits and, most importantly, bookings.

The ‘Experience More with Choice Hotels’ campaign spearheaded by popular comedian and media personality Merrick Watts launched last October, encouraging travellers to ‘stay however you want’ across Choice Hotels’ portfolio of five brands, ranging from economy to upscale, and including Ascend, Clarion, Quality, Comfort and Econo Lodge.

Choice Hotels Asia-Pac Senior Director Commercial and Revenue Management, Kari Hunter, explained that website visitation jumped by a pleasing 18% in the three target markets where the ‘Experience More’ TV campaign ran.

“During the last quarter of 2024, when the campaign was airing, our direct online delivery via the Choice Hotels website and app grew three times more than the rest of the year,” she said.

“The campaign is definitely paying dividends which is fantastic for our many franchisees and properties across the Asia-Pacific region who get to tap into our well-researched advertising strategy and large-scale media investment.”

Ms Hunter said the next wave of marketing and advertising will see the region adopt Choice Hotels’ newly launched global tagline, ‘Check Into More’, aligning with fresh consumer research showing travellers want to maximisehow they spend both their time and money.

“This is another example of an ‘economies of scale’ advantage we offer our franchisees – leveraging real-time data and global trends that have been adapted to resonate with local audiences,” she said.

“We are also using data insights to guide our selection of platforms – from free-to-air and subscription TV, through to social media and sport broadcasts, ensuring we effectively reach and connect with audiences.”

“Our results are showing that our approach is working and achieving a strong return on investment for our franchisees, Choice Hotels Asia-Pac will continue to invest in above- and below-the-line advertising throughout 2025.”

To find out how you can generate more business for your hotel, and how it will benefit by joining Choice Hotels, call 03 9243 2500.