Changing minds in managed travel
Choice Hotels
Challenge:
Choice Hotels had a problem of perception. With 90% coverage of top U.S. business markets, they should’ve been a corporate travel contender. Instead, they were pigeonholed as a leisure brand.
Insight:
Travel managers didn’t just want hotel rooms. They wanted a partner who could anticipate industry shifts, offer guidance, and prove long-term value. Changing minds required changing the story.
Solution:
A bold new platform was built around the promise: 'We mean business.' A three-phase lifecycle marketing program spoke to suspects, opportunities, and customers with tailored content. Every digital touchpoint, automated by Pardot and Salesforce, linked insights to action. The moment a lead engaged with high-value content, sales was there with a timely follow-up.
Results:
28%
prospect conversion rate
54
new accounts in just months
1.3×
ROI in three quarters
Impact:
The leisure brand stigma faded. Choice Hotels emerged as a serious partner in managed travel—changing not just perceptions, but revenue trajectories.