In today’s digital-first world, the hospitality industry faces a unique challenge: how to stand out in a saturated market where consumers are bombarded with choices. Choice Hotels, a global leader with over 7,000 properties, has embraced a powerful solution—leveraging SEO and content marketing to create a compelling digital presence. These strategies not only drive direct bookings but also build brand loyalty and engagement. This guide explores how Choice Hotels has transformed its digital marketing approach, using content as a strategic lever and optimizing for search engines to connect with travelers across the world.
The Strategic Shift from Traditional to Digital
When Tess Mattisson joined Choice Hotels in 2016, the European division was struggling to gain traction. The company had historically focused its marketing efforts on the U.S., where it had a strong presence. But with the rise of digital travel behavior and the increasing importance of online engagement, it became clear that a new strategy was necessary. Mattisson’s goal was not just to increase bookings, but to transform the business into a digital-first organization. Her philosophy—asking “why” at every step—led to the development of a travel portal that offered content-driven experiences to potential guests.
This portal was not just a marketing tool; it was a strategic response to changing consumer behavior. A 2015 Google study on micro-moments of travel revealed that 87% of such moments occur on mobile devices, highlighting the importance of mobile-first strategies. Choice Hotels recognized that they needed to be present during these critical moments—dreaming, planning, booking, and experiencing. The company’s previous strength was in the booking phase, but they lacked engaging content during the earlier stages of the journey.
By filling this content gap, Choice Hotels aimed to build a relationship with travelers before the booking decision was made. This approach mirrors the concept of content marketing as a form of digital dating—where the focus is on adding value, listening, and understanding the traveler’s needs before making a pitch.
Building a Content-Driven Marketing Ecosystem
The travel portal launched by Choice Hotels serves as a central hub for destination guides, travel tips, and local experiences. It is designed to provide travelers with the information they need at every stage of their journey. The content is not just promotional; it is informative, educational, and tailored to the traveler’s interests. For example, instead of immediately promoting a hotel room, the portal offers insights into nearby attractions, local culture, and seasonal events.
This strategy has multiple benefits:
- Engagement: Content that resonates with travelers keeps them on the site longer, increasing the likelihood of conversion.
- Data Collection: The portal allows Choice Hotels to gather valuable customer insights, such as search behavior, preferences, and intent.
- Brand Authority: By offering high-quality content, the brand positions itself as a trusted source of travel information, not just a hotel booking platform.
To ensure the success of this approach, Choice Hotels adopted a "mobile-first" mindset. Recognizing that most travelers use their smartphones for initial research and planning, the portal is optimized for mobile users. This includes fast load times, responsive design, and easy navigation. The company also focused on creating content that fits into the micro-moments identified in the Google study—short, snackable content that answers immediate questions and provides instant value.
Table 1: Key Components of Choice Hotels’ Content Strategy
| Component | Description |
|---|---|
| Destination Guides | In-depth articles on local attractions, events, and culture near Choice hotels |
| Travel Tips | Practical advice for travelers, including packing lists, local etiquette, and budget-saving hacks |
| Video Content | Short clips showcasing hotel amenities and local experiences |
| Interactive Features | Online tools for itinerary planning and destination exploration |
| User-Generated Content | Encouraging guests to share their travel stories and photos |
By diversifying content formats, Choice Hotels ensures that it can reach a wide range of travelers across different platforms and preferences. From blogs to social media posts and video content, the brand’s content strategy is designed to be both engaging and informative.
SEO as a Foundation for Content Success
While content marketing is about storytelling and engagement, SEO is the engine that drives visibility. For any content to reach its target audience, it must be discoverable. Choice Hotels understood this and integrated SEO best practices into its content creation process. This includes keyword research, meta tags, and content optimization techniques that help the content rank higher in search engine results pages (SERPs).
One of the key insights from the Google study was that travelers often turn to search engines to find information during the early stages of their planning. This means that high-quality content that is optimized for search engines can attract travelers who are actively researching their next trip. By focusing on long-tail keywords—such as “best pet-friendly hotels in Europe” or “eco-conscious travel in the UK”—Choice Hotels can capture the attention of niche audiences who are more likely to convert.
Moreover, SEO helps in creating a consistent online presence. By optimizing content for search engines, Choice Hotels can ensure that its website appears in relevant searches across different geographies and languages. This is particularly important for a franchised brand like Choice, which operates in multiple countries and needs to cater to diverse traveler needs.
Table 2: SEO Optimization Techniques Used by Choice Hotels
| Technique | Description |
|---|---|
| Keyword Research | Identifying high-intent keywords related to travel planning and local experiences |
| Meta Tags | Optimizing title tags and meta descriptions for better click-through rates |
| Content Optimization | Creating content that aligns with user intent and includes relevant keywords naturally |
| Mobile Optimization | Ensuring fast load times and responsive design for mobile users |
| Local SEO | Targeting location-based keywords to attract travelers in specific regions |
By combining SEO with a content-first approach, Choice Hotels has been able to improve its online visibility and attract a more engaged audience. This strategy has not only increased traffic to the company’s website but also improved the overall user experience.
Leveraging Strategic Partnerships and Advertising Campaigns
In 2024, Choice Hotels took its digital marketing strategy to the next level by launching its largest advertising campaign to date. Titled “A Stay for Any You,” the campaign is designed to resonate with a wide range of travelers by highlighting the versatility of the company’s hotel options. The campaign features actor Keegan-Michael Key, known for his relatable and humorous style, which helps to connect with the brand’s target audience in a more personal and engaging way.
To amplify the reach of this campaign, Choice Hotels partnered with Dentsu X as its agency of record (AOR) for media. This partnership allowed the company to extend the campaign across digital platforms, including online, podcast, and social media channels. The campaign also includes a suite of logos at the end of each commercial to connect the various brands within the Choice portfolio—Radisson, Cambria, Quality Inn, and Comfort.
Another innovative element of the campaign is the “Time Off Toolbox,” a set of customizable time-off request videos and messages created by Keegan-Michael Key. These tools are designed to help employees request time off for travel, making it easier for them to take advantage of the hotel’s rewards program. The campaign is a prime example of how content marketing and advertising can work together to build brand awareness and drive engagement.
The Role of Personalization in Content and Advertising
Personalization has become a key trend in digital marketing, and Choice Hotels has embraced it as part of its content and advertising strategy. By using data collected from the travel portal and other digital touchpoints, the company can tailor its messaging to individual travelers based on their preferences, behavior, and intent.
For example, the company uses a personalization engine to craft tailored messages that highlight specific services or amenities that may be of interest to a particular traveler. If a guest has previously shown an interest in pet-friendly hotels, they may receive content or promotions related to that theme. Similarly, travelers who have booked through the Choice Privileges rewards program may receive personalized offers based on their loyalty level.
This level of personalization not only improves the user experience but also increases the effectiveness of marketing campaigns. By delivering the right message to the right person at the right time, Choice Hotels can drive higher engagement and conversion rates. The use of targeting and delivery technologies also allows the company to reach in-market travelers—those who are actively searching for accommodations and more likely to book.
Embracing Sustainable Travel and Storytelling
As the demand for sustainable travel continues to grow, Choice Hotels has positioned itself as a leader in this space. A 2024 survey by Booking.com found that 75% of travelers intend to travel more sustainably in the next 12 months. In response, the company has focused its content marketing efforts on showcasing its commitment to sustainability and eco-conscious operations.
This is particularly relevant for boutique hotels within the Choice portfolio, which often have strong ties to their local communities and are more flexible in adopting sustainable practices. By highlighting these values through storytelling, the brand can connect with environmentally conscious travelers and build a sense of trust and loyalty.
For example, the 1 Hotels brand, which is part of the Choice portfolio, has built its entire content strategy around sustainability. The company shares stories about its eco-conscious operations, from energy-efficient buildings to locally sourced materials. These stories not only attract environmentally minded travelers but also reinforce the brand’s values and purpose.
By focusing on sustainability in its content, Choice Hotels is not just filling rooms—it’s building long-term equity. This approach helps to differentiate the brand in a competitive market and aligns with the growing consumer demand for responsible and meaningful travel experiences.
The Impact of Micro-Influencers and Guest Voices
In the age of social media, guest voices and micro-influencers have become powerful tools for content marketing. Choice Hotels has recognized the value of these voices and has incorporated them into its strategy. By encouraging guests to share their travel experiences on social media and other platforms, the company can create a sense of community and authenticity that resonates with potential travelers.
Micro-influencers—those with a smaller but highly engaged following—play a particularly important role in this strategy. These individuals often have a deep connection with their audience and can provide more personal and relatable content. By partnering with micro-influencers, Choice Hotels can reach niche audiences and build trust through real-world experiences.
Additionally, the company has developed a system for managing user-generated content (UGC). This includes encouraging guests to post photos and reviews of their stays, which can then be shared on the company’s website and social media channels. This not only provides fresh content but also serves as social proof, helping to build credibility and trust with potential travelers.
The Future of SEO and Content Marketing in the Hospitality Industry
As the digital landscape continues to evolve, the role of SEO and content marketing in the hospitality industry will only become more important. With the rise of AI, voice search, and immersive technologies, the way travelers search for and engage with travel content is constantly changing. Choice Hotels has already taken steps to stay ahead of these trends by adopting a mobile-first approach, optimizing for search engines, and leveraging data-driven personalization.
Looking ahead, the company will need to continue investing in content creation, SEO optimization, and strategic partnerships to maintain its competitive edge. This includes exploring new formats such as podcasts, video content, and interactive experiences that can engage travelers in new and meaningful ways.
One area of growth is the use of AI in content creation and distribution. By leveraging AI-powered tools, Choice Hotels can streamline its content creation process and deliver more personalized experiences to travelers. This includes using chatbots to provide real-time assistance, AI-driven analytics to track user behavior, and automated content generation to create targeted blog posts and social media updates.
Final Thoughts
Choice Hotels has demonstrated that SEO and content marketing are not just tools for driving bookings—they are strategic assets that can transform a brand into a trusted and engaging travel partner. By focusing on storytelling, personalization, and sustainability, the company has created a digital presence that resonates with travelers and supports long-term growth.
As the hospitality industry continues to evolve, the lessons learned from Choice Hotels’ approach can serve as a model for other brands looking to succeed in the digital age. By prioritizing content, optimizing for search engines, and leveraging strategic partnerships, hotels can build stronger connections with their audiences and drive measurable results.