Choice Hotels
levels-up frontline communication boosting guest satisfaction

Canada’s largest hotel franchisor reaps the rewards of great guest experiences by supporting franchise owners, and their employees, with engaging, real-time communications on corporate-led initiatives.

Company

Choice Hotels Canada

Industry

Hospitality

Locations

330+

Employees

5000+

ABOUT

Choice Hotels Canada

As Canada’s largest hotel franchisor, with over 330 independently owned and operated properties, Choice Hotels Canada (CHC) has built their reputation on developing high-value lodging options under ten unique brands, including Comfort Inn and Econo Lodge. Ranging from limited to full service, economy, and mid-scale properties, Choice Hotels Canada offers guests a friendly, affordable, and comfortable night’s stay across the country — from Victoria, British Columbia to St. John’s, Newfoundland.

Since forming in 1993, as a joint venture with Choice Hotels International, the world’s largest hotel franchisor with over 7000 locations in 35 countries, Choice Hotels Canada has doubled its property count and surpassed two million loyalty program members. With continued expansion plans and new property developments underway, Choice Hotels Canada places the utmost importance on delivering a consistent experience across brand operations and enabling franchise owners, and their staff, to exceed the expectations of their guests every day.

CHALLENGE

Activating corporate-led programs in a highly fragmented franchise environment

Ensuring all staff are in-the-know and up-to-date on new initiatives can be a challenge for any experience-driven brand. But, for the largest hotel franchisor in Canada, with a highly fragmented network of properties and owners, it seemed almost impossible. Without a direct line of communication to the frontline staff working at their properties, Choice Hotels Canada depended on franchise owners to prioritize and distribute a constant stream of email communications to their frontline teams.

Reliance on traditional communications channels, like email, bulletins, and team huddles, put immense pressure on CHC franchise owners to be the one and only advocate for corporate initiatives, like guest experience or loyalty programs, inevitably leading to “championing fatigue”. When it came to achieving corporate objectives, Choice Hotels Canada recognized there was an opportunity to improve franchisee support and find ways to unburden owners so they could spend more time coaching and developing their staff.

SOLUTION

Reaching franchise employees at the right time, in the right way

Choice Hotels Canada partnered with Nudge, the leading frontline communications platform, to streamline information-sharing across their properties. Introducing the employee application enabled Choice Hotels Canada to communicate directly with every franchise employee, ensuring they have access to up-to-date information on brand programs and giving both franchise owners and corporate headquarters visibility into ideas, feedback, and best practices being shared across locations.

Choice Hotels Canada leveraged Nudge’s two-way communication capabilities to drive awareness of its loyalty program, Choice Privileges, boosting enrollment numbers, and increasing recognition of their elite loyalty members. Going beyond franchise owners, Choice Hotels Canada was able to share information in real-time with the employee volunteers championing this initiative, also known as the Choice Privileges Ambassadors. Nudge became the hub for this community of volunteers, providing access to key information, dedicating space for best practice sharing, and enabling ambassadors with resources for educating and motivating their properties to reach program objectives.

“Our long-standing partnership with Nudge demonstrates our commitment to delivering exceptional value to guests and franchisees across the country. Together, we’ve been able to level-up the support we provide to our franchise owners, sharing relevant and timely communications that empower their workforce to create memorable guest experiences.”

Brendan Gibney
SENIOR DIRECTOR OF FRANCHISE SERVICES AT CHOICE HOTELS CANADA

RESULTS

Empowering franchise owners to create better experiences, for both employees and guests

Over the last three years, Choice Hotels Canada has reaped significant rewards for opening up the flow of communication to franchise owners and their staff. Franchisees across the country and their frontline teams enthusiastically adopted Nudge and rely on its two-way communication capabilities to stay connected to one another, access important or time-sensitive information, and share strategies for exceeding guest expectations. With the help of Nudge, Choice Hotels Canada reliably reaches and engages the teams who bring their brand to life every day and enjoys the benefit of hearing first-hand how properties are delighting guests across the country.

SELECT KPIs

The Choice Hotel Canada Nudge program has achieved exceptional results:

83%

of Choice Hotels Canada locations on Nudge

+156%

Lift in properties achieving 100% elite member recognition

11%

Lift in elite loyalty member recognition scores

+1,037

Best practices shared about how to go above and beyond

83%

Of Choice Hotels Canada locations on Nudge

11%

Lift in elite loyalty member recognition scores

+156%

Lift in properties achieving 100% elite member recognition

+1,037

Best practices shared about how to go above and beyond

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