Choice Hotels Launches Global Campaign Focused on Modern Travel Values

International

New campaign with Keegan-Michael Key reflects how travelers in 2026 define value through experiences, flexibility and meaningful moments

Choice Hotels International has introduced a new global marketing campaign centered on Travel Values, highlighting how travelers are redefining what value means in 2026. As experiences increasingly take precedence over possessions, the campaign positions the right hotel stay as a key enabler of more meaningful travel, helping guests make the most of the moments that matter to them.

Value redefined through experiences

The new campaign responds to a shift in traveler priorities. Rather than focusing solely on price, today’s consumers are looking to stretch their travel budgets in ways that unlock more experiences, more trips and more lasting memories. Choice Hotels’ Travel Values campaign reframes value accordingly, showing how staying within the company’s diverse brand portfolio allows guests to get more out of every journey.

Continued collaboration with Keegan-Michael Key

The campaign marks the third consecutive year of collaboration between Choice Hotels and actor and comedian Keegan-Michael Key. His humor and relatability are used to bring the concept of individualized value to life. Developed together with creative agency 72andSunny New York, media agency dentsu X and Choice Hotels, the multi-channel campaign includes 30- and 15-second spots running across television, connected TV, digital and social platforms throughout 2026.

The creative approach emphasizes that value looks different for every traveler. Whether it is time for an extra round of golf, a night out, or a space designed to relax and recharge, the campaign illustrates how Choice Hotels offers options suited to a wide range of travel styles and personal priorities.

A broad portfolio and flexible loyalty

“Our campaign reflects how people are thinking about travel today,” said Noha Abdalla, Chief Marketing Officer at Choice Hotels International. “As we continue to grow our footprint and awareness with global audiences, this campaign shows how Choice Hotels offers guests more ways to get what they value on a trip across an extensive portfolio of brands and locations, so they can enjoy comfort, flexibility and meaningful memories.”

Keegan-Michael Key also highlighted the personal relevance of the partnership. “Some of my fondest memories, from childhood to recent years, come from being on the road with loved ones,” he said. “What I appreciate about Choice Hotels is how deeply they value creating meaningful moments for guests. Their wide range of brands offers options for every kind of stay and takes the pressure off travel, which is why staying at their hotels resonates with me.”

Brands and rewards at the center of the message

The campaign showcases Choice Hotels brands that represent contemporary value, from the familiarity and convenience of Comfort Hotels to the design-forward, locally inspired feel of Cambria Hotels. It also spotlights Choice Privileges®, the company’s award-winning loyalty program, which recently introduced a new rewards experience allowing members to earn rewards more frequently, reach Elite status faster and access exclusive benefits across more than 7,000 properties in 46 countries and territories.

Launch across media and platforms

The Travel Values campaign launches on 20 January and will appear across a wide range of entertainment and sports programming, including major college basketball broadcasts. It will also run across Choice Hotels’ and Keegan-Michael Key’s social media channels, with a strong presence on platforms such as Facebook, Instagram, Pinterest, Snap and TikTok.