Rebranding Efforts From Choice Hotels In May, Choice Hotels International held its annual convention and used it as a platform to launch a new brand identity. This rebranding includes a redesigned website that brings all of their brands together in one place and a new logo. These external indicators mark an internal drive to transform Choice Hotels. CEO Steve Joyce aims to redefine the brand to better connect with their guests and help Choice Hotels stand out in the marketplace. With 75 years of history behind it, Choice Hotels hopes to step into the modern age strongly. Rather than relying on decades of industry experience, they are looking to model the latest trends to best serve their guests. A large part of the rebranding efforts are geared at Millennials. The new website is reconstructed to make mobile booking possible, drawing in the younger generations who rely on their mobile devices for more and more of their technology use. They also hope this change will help them pull in more tech savvy mid-week business travelers, optimizing their profitability among this lucrative demographic. Choice Hotels has momentum behind them as they work to implement their new brand identity. They are propelled by growth that has reflected the recent growth in the economy. In 2014, the hotel brand set new records in both their reservations contribution and operating performance. Joyce and his team hopes that their new brand activity will help them do the same—and more—in 2015. Is it time for you to rebrand your hotel? Work with the hospitality construction experts to remodel your property so it will reflect your new brand. To learn more about how you can transform your property, contact Parkwest General Contractors. We include pre-construction planning, estimating, and value engineering in our services to give you the most impactful remodel with the least impact on your budget.