What are Mission Vision & Core Values of Choice Hotels Company?

The mission's opening phrase highlights Choice Hotels' commitment to hospitality as a global connector. This signifies a focus on providing welcoming and comfortable experiences for travelers worldwide. The company aims to facilitate meaningful connections between people through its diverse range of hotels.

Choice Hotels emphasizes three key pillars: people, brands, and technology. "People" refers to guests, franchisees, and employees, all essential to the company's success. "Brands" represents the diverse portfolio of hotel brands catering to various market segments. "Technology" is the enabler, facilitating seamless experiences.

The mission’s ultimate goal is to enable the success of its stakeholders. This includes empowering franchisees with the tools and support they need to thrive. It also means providing guests with exceptional experiences and fostering a positive work environment for employees. This focus is a core tenet of the Choice Hotels core values.

Choice Hotels places a significant emphasis on supporting its franchisees. The company provides resources, training, and technological solutions to help franchisees operate efficiently and profitably. This commitment is reflected in the company's franchise-centric business model. As of Q1 2024, Choice Hotels had over 6,300 hotels open and operating, with approximately 90% of them franchised.

Choice Hotels consistently invests in technology to enhance both the guest experience and franchisee operations. This includes cloud-based systems, AI-driven pricing tools, and mobile applications. These technological advancements are integral to fulfilling the Choice Hotels vision and mission. The company’s investment in its proprietary reservation system, choiceEDGE, demonstrates its commitment to technology.

The company's diverse brand portfolio, catering to various segments from economy to upscale, is a key component of its mission. This allows Choice Hotels to attract a broad customer base and offer a range of options to meet different travel needs. Understanding the Target Market of Choice Hotels is essential to understanding how the brand portfolio serves its mission.

The Choice Hotels vision is remarkably succinct, acting as a clear roadmap for the future. It immediately communicates the company's primary objective: to be the preferred brand for hotel owners looking to franchise their properties. This straightforward approach underscores the company's strategic focus.

This vision directly targets market leadership within the franchising segment of the hospitality industry. It's not just about being a large franchisor; it's about being the best choice. This implies a commitment to superior support, brand recognition, and value for franchisees. The goal is to attract and retain the most successful hotel owners.

The vision is both attainable and aspirational. Choice Hotels already holds a significant position in the global lodging market, with over 7,400 hotels open as of Q1 2024. However, the "of choice" element pushes the company to continuously improve and innovate to maintain its competitive edge. This strategic vision is further explored in the Marketing Strategy of Choice Hotels.

Choice Hotels' strategic initiatives directly support this vision. For example, their expansion into the upscale and extended-stay segments, which are experiencing strong growth, demonstrates a focus on attracting higher-value franchisees. Their commitment to technology and franchisee support also contributes to achieving this vision.

The vision inherently prioritizes franchisee success. A franchisor of choice provides superior value and support, leading to higher profitability for its franchisees. This focus is evident in Choice Hotels' initiatives to improve operational efficiency, provide marketing support, and enhance brand recognition. As of 2023, Choice Hotels reported a domestic RevPAR (Revenue Per Available Room) increase of 5.9%, indicating strong performance across its portfolio.

The vision statement reflects a long-term perspective. Being the "lodging franchisor of choice" is not a short-term goal; it requires consistent effort, adaptation to market changes, and a deep understanding of the needs of both franchisees and guests. This enduring vision guides the company's strategic decisions and investments.

Choice Hotels' Choice Hotels vision to be "the lodging franchisor of choice" fuels its efforts to continuously improve its value proposition for both prospective and existing franchisees. This vision drives strategic decisions aimed at attracting and retaining franchisees, ultimately leading to sustainable growth and market leadership. The company strives to be the preferred partner in the lodging industry.

Choice Hotels' commitment to technological innovation, such as its cloud-based infrastructure and AI-driven revenue management, is a direct result of its mission and vision. These investments enhance franchisee support, improve guest experiences, and streamline operations. This approach aligns with the Choice Hotels mission to empower franchisees and the Choice Hotels vision to be a leading franchisor.

The strategic focus on expanding into higher-revenue segments like upscale and extended stay is another example of mission-driven strategy. This expansion provides greater opportunities for franchisee success, aligning with the Choice Hotels mission and vision. This move is designed to enhance profitability and attract a wider range of franchisees.

The "Room to Be Green" program, which became a brand standard in 2025, reflects Choice Hotels' commitment to sustainability. This initiative aligns with its broader corporate responsibility and attracts environmentally conscious franchisees and guests. This program enhances the brand's appeal to a growing segment of the market.

The impact of Choice Hotels' mission and vision is evident in its financial and operational performance. For the first quarter of 2025, the domestic extended stay segment saw a 10.8% growth in net rooms, and the global upscale net rooms portfolio grew by 16.2% compared to March 31, 2024. The full-year 2024 adjusted EBITDA increased 12% to a company record of $604.1 million. These metrics demonstrate the alignment between the company's strategic initiatives and its mission and vision.

Choice Hotels places a strong emphasis on providing comprehensive support to its franchisees. This includes training programs, marketing assistance, and operational guidance. This support system is crucial for ensuring franchisee success and is a direct reflection of the Choice Hotels mission to enable the success of others. This approach is further detailed in Owners & Shareholders of Choice Hotels.

A key aspect of implementing the Choice Hotels mission and Choice Hotels vision is the ongoing investment in technology to support franchisees. The complete migration of their system infrastructure to the cloud and the introduction of AI-powered solutions are prime examples.

Choice Hotels demonstrates its commitment to Choice Hotels values like "Show Integrity" and "Listen" through robust franchisee support and communication channels. This includes programs and resources designed to assist franchisees with operations, marketing, and driving direct bookings.

The development of tools like the Openings Portal streamlines processes for franchisees, reflecting a commitment to operational efficiency and franchisee success. These tools help franchisees manage their properties effectively.

Choice Hotels communicates its Choice Hotels statement to stakeholders through various channels, including its website, investor materials, and events like its annual convention. Formal programs, such as the Code of Ethics & Conduct, ensure alignment across the organization.