Choice Hotels International can sense the competition heating up among the industry's leading midscale brands.
On Monday, the Rockville, Maryland-based corporation announced a new campaign for its popular Sleep Inn chain aimed at developers. As hospitality trends come and go, Choice Hotels' new ads showcase Sleep Inn's longevity and long-term return on investment.
The campaign comes one year after Sleep Inn unveiled a new prototype focusing on communal spaces and functionality designed to appeal to every generation of traveler without putting owners in the red.
"Our 'Always Sleep Inn Style' ads illustrate how trends that appeal to consumers today may not appeal to consumers tomorrow. Travelers evolve and developers should invest in brands that withstand the test of time," said Choice Hotels' vice president of brand management and design, Anne Smith, in a statement.
"We've always recognized the appeal of midscale and understand what midscale owners and guests want, with the high guest satisfaction scores to back it up," added the company's vice president of franchise development, Brian Quinn, in a statement.
Last month, InterContinental Hotels Group (IHG) launched Avid Hotels in hopes of cashing in on the lucrative midscale category. Other hotel companies have also invested in the $20 billion market. The Wyndham Hotel Group recently acquired AmericInn for $170 million while Trump Hotels debuted American IDEA earlier this year.
Choice Hotels' latest effort reinforces the appeal and demand for hotels that provide guests with only the amenities that they want at an affordable price point.
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