A History of Innovation: 2000s

Choice Hotel's History - History of Hotel Innovation

The average hotel industry room rate is $85.89.
Choice Hotels launches its successful "Thanks for Traveling" campaign that thanks Americans for traveling in support of the president's message to get back to 'business as usual."


Choice first deploys ChoiceADVANTAGE, its proprietary Web-based property management system.

Choice Hotels acquires a controlling interest in Flag Choice Hotels, a leading hotel franchisor in Australia and New Zealand. The company changes its name in 2004 to Choice Hotels Australasia and begins franchising Choice brands in Australia, New Zealand, American Samoa, Fiji, New Caledonia and Papau New Guinea. Choice launches its partnership with Choice Hotels Japan as the master partner for that country.

  The Alliance for Workplace Excellence names Choice Hotels a recipient of its Workplace Excellence Award. This marks the first of nine consecutive years Choice is recognized for its outstanding commitment to overall workplace quality.
Choice Hotels Mexico, a subsidiary of Choice Hotels International, is formed.

Choice launches a new select service, upscale brand, Cambria Suites.

Choice opens its 5000th hotel, a Comfort Suites in Lake Geneva, Wis.

Choice acquires Suburban Extended Stay Hotel, an economy extended-stay brand. Choice becomes largest franchisor in the economy extended-stay market.

Choice Privileges rewards program surpasses the 5,000,000 member mark. Choice reacquires the franchising operations for continental Europe from its master franchisor.

Choice now directly franchises in Austria, Belgium, the Czech Republic, France, Germany, Italy, Portugal, Spain and Switzerland.

First Cambria Suites hotel opens.

Stephen P. Joyce is named president and chief executive officer and a member of the board of directors of Choice Hotels International.

  Choice Hotels launches the Ascend Collection, an upscale network of historic, boutique and unique hotels across the United States, Canada and the Caribbean.

Choice reacquires franchising operations for the United Kingdom.





Choice is named by Training Magazine to its Top 125 list, marking the fourth year in a row the company was ranked among the top businesses nationwide in the area of employer-sponsored workforce training and development.

Under its Room to Rebuild program, Choice Hotels announced the selection of Rebuilding Together as its signature cause partner and focus of its corporate social responsibility efforts.

The company opens its 6,000 franchised property, the Inn of Chicago Magnificent Mile, an Ascend Collection hotel.

Choice Hotels launches the industry's first global iPhone application. The free application quickly becomes one of the most downloaded travel applications.