A History of Innovation: 1990s


The average hotel industry room rate is $58.70

Quality Inn International is renamed Choice Hotels International.

Choice Hotels adds the Rodeway Inn brand to its system.

Choice Hotels purchases the Econo Lodge and Friendship Inn brands.
The 1000th Comfort Inn hotel opens in Albany, Georgia.

Choice enters into a 50/50 joint venture in Canada to form Choice Hotels Canada, which is now Canada's largest franchisor, with over 250 hotels open.
Choice Hotels Scandinavia enters into an agreement with Choice and opens 8 hotels.

Choice enters the Central American markets of El Salvador, Honduras, Guatemala, Nicaragua and Costa Rica through its master franchise partner, Grupo Real.


Choice Hotels launches ChoiceHotels.com, the first Web site in the lodging industry to offer real-time access to a central reservation system.



Choice is spun off from Manor Care as a separate publicly traded company with its own board of directors and traded management structure.

Nov. 4, 1996, Choice stock begins trading on the New York Stock Exchange under the ticker symbol CHH.

Choice Hotels launches MainStay Suites, the first mid-market, extended stay lodging product developed and franchised by a major chain.

Choice enters the Brazilian market where it now franchises properties via a partnership with Atlantica Hotels.

Choice enters into a master franchise agreement providing its master partner with the rights to franchise under the corporate name Choice Hotels Europe in the United Kingdom. In 1998, existing franchises in continental Europe and development rights for the Choice brands for those countries were transferred to the partner.

At the end of the year, Choice franchises 3,052 hotels in more than 30 countries.

Choice launches Profit Manager, its automated property management system.

Vessel Co., Ltd., enters into a relationship with Choice Hotels to develop the Sleep brand in the Chugoku, Shikoku, Kyushu and Okinawa districts of Japan.

Charles A. Ledsinger Jr. is named president and chief executive officer and a member of the board of directors for Choice Hotels.

Choice launches its Choice Privileges rewards program.

Choice builds The Learning Center, a $2.5 million, 11,000 square-foot, state-of-the-art training facility, and introduces Total Lodging by Choice, an orientation program designed for first-time Choice franchisees and general managers.