Wanderlab at Tripadvisor and Choice Hotels International Launch Ultimate Route 66 Road Trip Guide Ahead of Historic 100-Year Celebration

Rhea-AI Summary

Choice Hotels (NYSE: CHH) and Wanderlab at Tripadvisor launched an interactive Century of Route 66 road trip guide on Feb 24, 2026, mapping all 2,500 miles across eight states. The digital map pairs Choice Hotels stays with historic sites, diners, attractions and traveler insights to help plan itineraries.

The guide highlights state-by-state stops, examples of Choice properties along the route, and Tripadvisor data showing a 20% year-over-year rise in Route 66 interest.

News Market Reaction – CHH

+2.06%

1 alert

+2.06% News Effect

On the day this news was published, CHH gained 2.06%, reflecting a moderate positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Route 66 length: 2,500 miles Choice properties: 7,400 properties Route 66 interest growth: 20% growth +5 more

8 metrics

Route 66 length 2,500 miles Coverage of the interactive Route 66 map across eight states

Choice properties 7,400 properties Worldwide Choice Hotels accommodations referenced in the guide

Route 66 interest growth 20% growth Tripadvisor Route 66 pageviews year-over-year from 2023 to 2024

U.S. travelers driving 56% Share of U.S. travelers planning to drive to vacation destinations this year

Kansas Route 66 miles 13 miles Length of Route 66 segment in Kansas highlighted in the guide

Steak challenge size 72-ounce steak Big Texan Steak Ranch challenge mentioned for Amarillo, Texas stop

Route 66 centennial 100 years Historic celebration of Route 66’s century of operation

Route 66 interest increase 20% year-over-year Tripadvisor data on overall Route 66 interest growth

Market Reality Check

Price: $107.98 Vol: Volume 501,168 vs 20-day ...

normal vol

$107.98 Last Close

Volume Volume 501,168 vs 20-day average 684,240 (relative volume 0.73) suggests subdued trading interest into this news. normal

Technical Shares at $106.76, trading below 200-day MA of $111.59 and about 31.15% under the 52-week high of $155.07.

Peers on Argus

CHH fell 3.12% while peers were mixed: H declined 6.13%, ATAT and IHG also down,...

CHH fell 3.12% while peers were mixed: H declined 6.13%, ATAT and IHG also down, but WH and HTHT were modestly positive. Momentum scanner shows no coordinated sector move, pointing to a more stock-specific reaction.

Common Catalyst Only one peer, WH, reported an offering-related headline today, suggesting no broad, shared catalyst across lodging peers.

Historical Context

5 past events · Latest: Feb 19 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Feb 19	Earnings results	Positive	+2.4%	Reported higher 2025 net income, record adjusted EBITDA, and issued 2026 guidance.
Feb 04	Brand prototype update	Positive	+6.1%	Unveiled redesigned Everhome Suites prototype targeting lower-cost extended stay development.
Feb 02	Brand expansion milestone	Positive	-1.0%	Announced Everhome Suites expansion to 27 open properties across multiple states.
Jan 26	Development performance update	Positive	+0.8%	Detailed strong 2025 development with record international growth and extended-stay openings.
Jan 20	Marketing campaign launch	Positive	-3.6%	Launched Travel Values global campaign featuring Keegan-Michael Key and loyalty focus.

Pattern Detected

Recent company news has been largely positive, with three of the last five releases seeing price gains and two showing negative reactions, indicating mixed but slightly favorable alignment between news tone and price moves.

Recent Company History

Over recent months, Choice Hotels reported solid 2025 financial results, record adjusted EBITDA, and detailed its asset-light franchising model and global footprint. It highlighted strong international and extended-stay development, including Everhome Suites milestones and a redesigned prototype aimed at lower development costs. A new global marketing campaign, Travel Values, underscored brand positioning. Today’s Route 66 partnership with Tripadvisor continues this marketing and demand-generation theme, complementing earlier growth and branding initiatives.

Market Pulse Summary

This announcement highlights a marketing collaboration between Choice Hotels and Tripadvisor, using ...

Analysis

This announcement highlights a marketing collaboration between Choice Hotels and Tripadvisor, using an interactive Route 66 guide to channel rising road-trip interest—supported by 20% growth in Route 66 views and 56% of U.S. travelers planning to drive. It complements recent development and branding initiatives described in prior releases. Investors may watch how such partnerships translate into occupancy, RevPAR trends, and franchise growth alongside the company’s asset-light strategy and ongoing insider equity activity.

AI-generated analysis. Not financial advice.

New interactive map helps travelers plan unforgettable journeys in honor of the road's centennial

NEEDHAM, Mass., Feb. 24, 2026 /PRNewswire/ -- Wanderlab, Tripadvisor's in-house creative studio, and Choice Hotels International are joining forces to celebrate 100 years of Route 66, one of America's most storied and beloved highways. To mark a century of cross-country adventures, the brands are launching a dynamic, interactive Century of Route 66 road trip guide that pays tribute to the communities, roadside stops, and travelers that have shaped Route 66 into a true American classic.

As part of the centennial celebration, Wanderlab at Tripadvisor and Choice Hotels are unveiling a collaborative, interactive map that spans all 2,500 miles of Route 66 across eight states. This digital experience brings together Choice Hotels accommodations with historic sites, quirky roadside attractions, and beloved diners that help turn a drive into a true journey. From photo opportunities along the Mural Trail to must-try horseshoe sandwiches in Springfield, Illinois, the guide helps travelers build their own bucket-list Route 66 itinerary while exploring convenient stays at Choice Hotels properties throughout the route, such as Comfort Suites in Rolla after exploring St. Louis, Missouri, or Country Inn & Suites by Radisson, Bolingbrook when departing Chicago, Illinois. With more than 7,400 properties worldwide, Choice Hotels ensures comfortable accommodations are never far from the small towns and cities that define this legendary highway.

"Route 66 isn't just a road but a century's worth of stories and experiences, and travelers on Tripadvisor remind us of that every day," noted Steve Paganelli, CDME, VP, Global Media & Partnerships at Tripadvisor. "We're seeing Route 66 interest surge on our platform– with a 20% growth in pageviews year over year from 2023 to 2024– from reviews to forums, as more travelers look to hit the open road. Partnering with Choice Hotels lets us turn that passion into a practical, end-to-end guide so people can confidently plan, book, and experience this iconic journey."

Noha Abdalla, Chief Marketing Officer at Choice Hotels International, noted that "Route 66 has inspired generations of travelers, and we're proud to help make exploring it more accessible than ever. With convenient and trusted stays along nearly every stretch of the route, Choice Hotels gives road‑trippers the confidence to discover the local flavors, small‑town histories, and one‑of‑a‑kind landmarks that make this highway so iconic. Our collaboration with Wanderlab at Tripadvisor brings those experiences together in a way that empowers travelers to plan their journey with ease—and enjoy the freedom of the open road in true Route 66 fashion."

Born during the Great Depression as a lifeline for families seeking opportunity, Route 66 has become an enduring symbol of freedom and the open road. Tripadvisor data shows a 20% year-over-year increase in Route 66 interest, while 56% of U.S. travelers plan to drive to vacation destinations this year, underscoring the road trip's central role in American travel. Tripadvisor forums buzz with questions, tips, and stories about legendary highways, cementing the platform as the go-to source for road trip information—and now, those insights come together in a curated Route 66 itinerary that highlights the very best of the journey.

Kick off your Route 66 adventure in historic Illinois: The adventure begins in historic Illinois, where Route 66 officially starts with neon-lit diners, towering roadside oddities, stays at Country Inn & Suites by Radisson Bolingbrook, and museums packed with Americana. Must-see stops include the Illinois State Fairgrounds Route 66 Experience and the iconic Polk-a-Dot Drive-In for a retro dining experience.

Discover Missouri's classic stops on the Mother Road: Missouri's stretch delivers pure Americana with the historic Chain of Rocks Bridge curving dramatically over the Mississippi River, stays at Comfort Suites, St. Louis - Sunset Hills, and the nostalgic 66 Drive-In Theatre for movies under the stars.

Kansas' 13 mighty miles of Route 66: Though Kansas claims only 13 miles of Route 66, it packs outsized charm with the beautifully preserved Old Riverton Store from the 1920s and stays at Comfort Suites Speedway - Kansas City, where the all-suite setup provides space to spread out with complimentary breakfast for the road ahead.

Explore Oklahoma's iconic stops on the longest stretch of 66: Oklahoma boasts more Route 66 miles than any other state, featuring instantly recognizable icons like the striking red Round Barn architectural curiosity and community landmark. Travelers can rest at Sleep Inn and Suites Oklahoma City, a comfortable base for exploring the city's Route 66 sights with rooms designed for rest and convenience.

Texas-sized fun on Route 66's boldest stretch: Texas delivers everything bigger with the famous Cadillac Ranch art installation, stays at Comfort Inn & Suites, and Big Texan Steak Ranch's legendary 72-ounce steak challenge in Amarillo.

Neon nights and desert sights on New Mexico Route 66: New Mexico's stretch combines wide-open skies with the Route 66 Auto Museum's well-curated collection of classic cars and vintage memorabilia, plus stays at Quality Inn & Suites Gallup I-40 Exit 20, freshly renovated and conveniently located near Red Rock State Park and the historic El Morro Theatre.

Red rocks, retro stops, and Arizona Route 66 magic: Arizona offers dramatic scenery from pine forests to desert vistas, highlighted by the awe-inspiring Meteor Crater & Barringer Space Museum and scenic accommodations at Comfort Inn I-17 & I-40, surrounded by Ponderosa pines near the San Francisco Peaks base.

California classics mark the Route 66 finish line: The journey concludes in California with the cinematic finale at Santa Monica Pier's "End of the Trail" sign where Route 66 meets the Pacific Ocean, complemented by the nostalgic time capsule experience at Peggy Sue's 50's Diner, retro and unapologetically nostalgic in the desert. Conclude the trip close by to top restaurants at the Comfort Suites Barstow Near I-15.

By combining Tripadvisor's unparalleled traveler insights with Choice Hotels' trusted nationwide network of hotels, this interactive map transforms a century of Route 66 stories into the ultimate road trip guide.

About Tripadvisor, Inc.
Tripadvisor, the world's largest travel guidance platform*, helps millions of people each month** become better travelers, from planning to booking to taking a trip. Travelers across the globe use Tripadvisor's website and app to discover where to stay, what to do and where to eat based on guidance from those who have been there before. With more than a billion reviews and contributions, travelers turn to Tripadvisor to find deals on accommodations, book experiences, reserve tables at delicious restaurants and discover great places nearby.

Tripadvisor LLC is a wholly owned subsidiary of Tripadvisor, Inc. (Nasdaq: TRIP). The subsidiaries of Tripadvisor, Inc. own and operate a portfolio of travel media brands and businesses, operating under various websites and apps.

* Source: SimilarWeb, unique users de-duplicated monthly, Dec 2025
** Source: Tripadvisor internal log files

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 nearly 650,000 rooms, in 47 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.  

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SOURCE Tripadvisor

FAQ

What is the Century of Route 66 guide launched by Choice Hotels (CHH) on Feb 24, 2026?

The Century of Route 66 guide is an interactive digital map and itinerary tool linking stays and attractions along the 2,500-mile route. According to Choice Hotels and Wanderlab at Tripadvisor, it pairs Choice properties with historic sites, diners, and traveler tips for planning the centennial trip.

How does the Tripadvisor data cited in the Feb 24, 2026 announcement support Route 66 interest?

Tripadvisor data shows a 20% year-over-year increase in Route 66 pageviews from 2023 to 2024. According to Tripadvisor, that rise in search and forum activity underpins the interactive guide and growing traveler interest in driving Route 66 itineraries.

Which Choice Hotels options along Route 66 are highlighted for travelers in the Feb 24, 2026 guide?

The guide spotlights specific Choice Hotels properties such as Comfort Suites in Rolla and Country Inn & Suites by Radisson Bolingbrook. According to Choice Hotels, these placements help travelers plan convenient overnight stops along each state segment of Route 66.

Will the Route 66 interactive map help plan multi-state itineraries for CHH guests in 2026?

Yes, the interactive map helps guests build multi-state itineraries by combining attractions and Choice Hotels stays across eight states. According to the partners, the tool enables route planning, highlights must-see stops, and surfaces nearby Choice properties for convenient booking.

What traveler trends did Choice Hotels and Tripadvisor cite when launching the Route 66 guide on Feb 24, 2026?

They cited a 20% increase in Route 66 interest and that 56% of U.S. travelers plan to drive to vacation destinations this year. According to Tripadvisor and Choice Hotels, those trends support demand for road-trip planning tools and mapped lodging options along Route 66.