Choice Hotels rolls out marketing drive

Choice Hotels Australasia has unveiled an innovative new marketing campaign including online keyword search deals, to boost direct leisure market bookings for its 275-plus hotels in the region.Speaking at CHA’s annual conference in Perth, Managing Director David Bayes said the group’s new ‘You’re Headed Our Way’ campaign would use online, radio and collateral initiatives to chase extra leisure bookings.

“Our big push this year is not only to ensure we are the first point of call for holidaymakers seeking accommodation but keep them using CHA hotels for their entire trip,” Mr Bayes said.

Included will be accommodation giveaways, radio ads in Australia and New Zealand, posters and banners at CHA hotels and keyword search deals with Google and Yahoo.

The campaign follows the recent launch of the new CHA website with a range of features including a ‘Best Internet Rate Guarantee’, improved map search facilities and calendar-view rate displays to simplify online bookings.

“Today we are also delighted to welcome 21 new hotel partners to the CHA group, including four Clarion properties in New Zealand, as well as 10 Comfort hotels and seven Quality-branded properties in Australia,” Mr Bayes said.


The announcements follow a year in which CHA achieved accommodation revenue increases of 8.3 per cent - significantly ahead of the general accommodation market.

More than 300 delegates are attending the three-day CHA conference - themed People, Partnership and Prosperity - with keynote speakers including ‘Australia’s Passion Provocateur’ Charles Kovess, speaking about the importance of branding, Tourism Australia Senior Strategic and Insights Analyst Keith Suckling, and renowned author/motivational speaker Lisa McInnes-Smith on how to harness potential.

A series of seminars, workshops and discussions are set to cover a wide range of topics during the Conference, including the importance of branding, strategic pricing, business analysis and forecasting, winning and retaining customers and successful management. 

A record 60 preferred suppliers, from car rental companies to bedding and food and beverage outlets, are also exhibiting at the conference’s Market Place showcasing an extensive array of products and services available to CHA franchisee partners.

Choice Hotels Australasia has more than 275 Comfort, Quality and Clarion properties in its portfolio and is part of one of the world’s largest hotel networks, Choice Hotels International.