A History of Innovation
Choice's business began as a marketing cooperative formed by a group of seven Florida motor court owners in 1939. Operating under the name Quality Courts United — the nation's first hotel chain — the owners sought to refer business to each other's hotels and establish service standards for their properties in order to better meet the needs and expectations of their guests. Over the years, more hotels joined the Quality Courts system, which had become an influential force in the lodging industry and had established a reputation for providing value-driven, affordable lodging in convenient and popular locations. The company established a rich history of innovation, as it was the first in the industry to guarantee reservations; offer 24-hour desk service, in-room telephones and 24-hour-a-day, toll-free reservations; segment brands; develop a global marketing and reservations system; offer non-smoking rooms in every hotel; develop the first global hotel application for use with the iPhone; and the first massively-distributed, Internet-based property management system.
Click on a decade below to learn more about Choice's pioneering history.