How Choice Hotels turned data into dollars
Stephen WhitesideWarc
Identifying the right hotel for a vacation or business trip has become incredibly complex, as potential guests try to balance the information provided by search engines, user reviews and price-comparison sites with the benefits highlighted by TV spots, online ads and official brand websites.
For companies like Choice Hotels – the parent of ten separate brands, including Comfort Inn, Econo Lodge and Rodeway Inn – that multifaceted blend of media and messages poses a challenge when it comes to establishing precisely which ads shaped the choices made by consumers. And...