A History of Innovation: 2010s

Choice Hotel's History - History of Hotel Innovation




Choice introduces a completely re-designed ChoiceHotels.com Website.

President and Chief Executive Officer Steve Joyce is named national chairman of the U.S. Travel Association, the 1,500 member national organization representing every segment of the travel community.

The Choice Privileges rewards program reaches the 10-million-member milestone. The company finishes 2010 with 12 million Choice Privileges members.


Choice receives a Visionary Award from Hospitality Technology magazine for its "outstanding vision in achievement in delivering technological excellence" for its proprietary choiceADVANTAGE property management system, in place at over 4,000 hotels worldwide.


The company’s Choice Privileges® rewards program celebrates 15 million members.

Choice Hotels introduces the Choice Hotels Locator iPad application.


The company moves to its new global headquarters at One Choice Hotels Circle in Rockville, Maryland.