Choice Hotels International Launches New Global Campaign Centered on Travel Values
Rhea-AI Summary
Choice Hotels (NYSE: CHH) launched a global marketing campaign called Travel Values on January 20, 2026, highlighting how guests can get more from each stay. The multi-channel campaign stars Keegan-Michael Key, marks the third year of his partnership with the company, and was developed with 72andSunny New York and dentsu X.
The ads (30- and 15-second spots) will run across TV, connected TV, digital and social throughout 2026 and will feature Choice Hotels brands from Comfort to Cambria. The campaign also spotlights Choice Privileges, the company’s hotel rewards program, and notes rewards at over 7,000 properties across 45 countries.
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News Market Reaction
On the day this news was published, CHH declined 3.64%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
CHH is down 1.05% while peers show mixed moves: WH +1.35%, HTHT +1.81%, ATAT -0.03%, H -0.13%, IHG -0.73%, indicating a stock-specific reaction rather than a uniform sector trend.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 14 | Earnings date notice | Neutral | -0.3% | Announcement of Q4 and full-year 2025 earnings release and call timing. |
| Jan 06 | Growth in Canada | Positive | +5.3% | Six new Ascend Collection properties in Québec expanding Canadian footprint. |
| Dec 10 | Dividend declaration | Positive | +2.9% | Quarterly cash dividend announcement to common shareholders. |
| Dec 02 | Community grants | Positive | +0.9% | Grant awards totaling over $85,000 to nonprofits via franchisee nominations. |
| Nov 19 | Africa expansion | Positive | -3.4% | Entry into Africa with three Kenyan hotels and at least 15 more by 2030. |
Recent news and dividend updates have generally seen price moves align with the positive or neutral tone, with one notable divergence on international expansion.
Over the last few months, CHH has highlighted expansion and capital return initiatives. On Nov 19, 2025, it announced entry into Africa with a master development agreement, followed by community grant awards on Dec 2, 2025 and a quarterly dividend declaration on Dec 10, 2025. Early 2026 brought Canadian Ascend Collection growth and an upcoming Feb 19, 2026 earnings date. Today’s global marketing campaign fits this pattern of brand building and geographic growth communication.
Market Pulse Summary
This announcement details a global marketing push that builds on CHH’s existing scale of nearly 7,500 hotels and more than 630,000 rooms, emphasizing value-oriented brands and an upgraded Choice Privileges program across over 7,000 properties in 46 countries and territories. In recent months the company also highlighted international growth, community grants, and a steady dividend. Investors may watch how this campaign influences occupancy, RevPAR, and loyalty engagement alongside the upcoming Feb 19, 2026 earnings release.
Key Terms
connected TV technical
co-brand credit card financial
franchisors technical
AI-generated analysis. Not financial advice.
Campaign featuring Keegan-Michael Key reflects how travelers are redefining value in 2026
As travelers increasingly prioritize experiences over things, value has taken on a new meaning. Today's consumers want to stretch their travel dollars further by unlocking more: more trips, more experiences, and more memories. The campaign taps into this shift, reframing value and showing how Choice Hotels continues to help guests get more out of every stay.
This campaign marks the company's third year collaborating with actor and comedian Keegan-Michael Key, whose humor and relatability help bring the idea to life. Developed in collaboration with Key, creative agency 72andSunny
The creative embraces the idea that value means something a little different to everyone. Whether you value an extra round of golf, a night out dancing, or spaces designed to unwind and recharge, the campaign demonstrates that Choice Hotels has a place for every kind of trip, and every kind of traveler.
"Our campaign reflects how people are thinking about travel today," said Noha Abdalla, Chief Marketing Officer, Choice Hotels International. "As we continue to grow our footprint and awareness with global audiences, this campaign shows how Choice Hotels offers guests more ways to get what they value on a trip across an extensive portfolio of brands and locations, so they can enjoy comfort, flexibility, and making meaningful memories."
Key's continued partnership with Choice Hotels is rooted in how travel has shaped his own life. "Some of my fondest memories, from childhood to recent years, come from being on the road with loved ones," said Keegan-Michael Key. "What I appreciate about Choice Hotels is how deeply they value creating meaningful moments for guests, and their wide range of brands reflects that commitment by offering options for every guest and every kind of stay. They continue to create places that take the pressure off travel, which is why staying at their hotels resonates with me."
This year's campaign highlights Choice Hotels brands that define value today, from the familiarity and ease of Comfort Hotels to the elevated design and local feel of Cambria Hotels. Together, these brands show how Choice Hotels supports a variety of travel styles, priorities, and reasons for being on the road. The campaign also highlights Choice Privileges®, the #1 hotel rewards program, which recently launched an all-new rewards experience enabling members to earn more rewards more frequently, achieve Elite status faster, and access exclusive benefits designed to help get the most from every stay. The inclusion of the award-winning rewards program reinforces how Choice Hotels continues to lead the way in redefining loyalty and giving members simple, attainable, and flexible ways to earn and use rewards at over 7,000 properties across 46 countries and territories.
The campaign will launch on January 20th and will be seen across various entertainment and sports channels, including notable prime sports moments like college basketball. The campaign will also appear across Choice Hotels' and Key's social media channels, with key channels including Facebook, Instagram, Pinterest, Snap and TikTok.
To view the ad campaign, click here.
About Choice Hotels®
Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. The challenger in upscale and a leader in midscale and extended stay, Choice® has nearly 7,500 hotels, representing more than 630,000 rooms, in 45 countries and territories. A diverse portfolio of 22 brands that range from full-service upper upscale properties to midscale, extended stay and economy enables Choice® to meet travelers' needs in more places and for more occasions while driving more value for franchise owners and shareholders. The award-winning Choice Privileges® rewards program and co-brand credit card options provide members with a fast and easy way to earn reward nights and personalized perks. For more information, visit www.choicehotels.com.
View original content to download multimedia:https://www.prnewswire.com/news-releases/choice-hotels-international-launches-new-global-campaign-centered-on-travel-values-302663873.html
SOURCE Choice Hotels International, Inc.
FAQ
What is Choice Hotels announcing with the January 20, 2026 Travel Values campaign (CHH)?
Who stars in Choice Hotels' 2026 Travel Values ads and how long has the partnership lasted?
Which channels will the Choice Hotels (CHH) Travel Values campaign run on in 2026?
What creative and media agencies worked on Choice Hotels' 2026 campaign?
How does the campaign feature Choice Privileges and the hotel footprint for CHH?
Which Choice Hotels brands are highlighted in the Travel Values campaign?
