-
Keegan-Michael Key – Image Credit Choice Hotels  Â
Choice Hotels International has launched a new marketing campaign called “Check Into More,” featuring actor and writer Keegan-Michael Key. The campaign encourages travelers to explore new experiences across the company’s 22 hotel brands.
The campaign is based on research showing that 95% of U.S. travelers are interested in unique experiences during their trips. Choice Hotels believes its diverse range of properties and rewards program offer excellent value for money and help customers create memorable experiences.
The campaign includes six ad spots, each 30 or 15 seconds long, broadcast on TV and digital channels until 2025. Keegan-Michael Key stars in the ads as the “Vacation Maximization-er,” using humor to guide travelers on maximizing their trips with Choice Hotels.
According to Noha Abdalla, Chief Marketing Officer at Choice Hotels International, the campaign is designed to reflect a cultural shift in travel, where people are increasingly booking trips based on experiences rather than destinations. The company’s portfolio of over 7,500 properties offers a range of options from full-service upscale hotels to select-service hotels, all linked by a rich rewards program.
To help travelers get the most out of their trips, Choice Hotels has introduced the “Time Off Tooolbox.” This includes customizable time-off request videos and out-of-office message generators featuring Keegan-Michael Key.
The campaign highlights a range of Choice Hotel brands, including Radisson, Cambria, Quality Inn, and Comfort. Each brand offers unique features to cater to different traveler needs and preferences.
The campaign also promotes Choice Privileges, the company’s rewards program with 68 million global members. The program recently introduced new features and redemption options, like RewardSaver room rates and the ability to use points to book rooms with premium features.
Developed in partnership with dentsu X, the media strategy for the 2025 campaign aims to reach families, young professionals, and business travelers through a video-first approach across connected TV, online video, and social channels. The strategy includes personalized messaging and partnerships with platforms like Hulu, Disney, Peacock, and Amazon to maintain visibility among travelers.