Choice Hotels International, Inc.

Choice Hotels International has over 5,000 properties across 8 brands in 45 countries and serves about 15 million customers each year. Choice deployed Initiate software to dramatically improve how it tracks and services its guests during more than 1 million monthly hotel stays. Prior to implementing Initiate software, Choice used multiple systems to track customers. Choice was only tracking 10 percent of its customers (those enrolled in its loyalty program), and it did not track the 70 percent of frequent guests who did not have a loyalty number.

Choice Hotels now tracks every one of its customers and is able to use demographic information to properly acknowledge guests who stay across brands, even if they do not have a loyalty number.

Read more about Choice Hotels' success.