CHOICE HOTELS
CASE STUDY
“Within the last year, many Choice Hotels have incorporated sensory marketing elements to help enhance the overall guest experience. Whether it involves incorporating a neutralising scent to help eliminate the chlorine smell at an indoor swimming pool or playing inviting background music to enhance the atmosphere in a lobby, more and more hoteliers have begun to consult with the experts at Mood to create a unique experience at their hotel.”
– John Montgomery
Account Manager, Franchisee Solutions Choice Hotels International
ABOUT CHOICE HOTELS
Choice Hotels International is one of the largest and most successful hotel chains in the world. Choice currently franchises approximately 6,200 hotels, representing more than 499,000 rooms in the United States and more than 30 countries and territories. Ranging from limited service to full service hotels in the economy, mid-scale and upscale segments, Choice-branded properties provide business and leisure travellers with a range of high-value lodging options throughout the United States and around the world.
CASE STUDY SUMMARY
- Background Music
- On-Hold Messaging
- Scent Marketing
OBJECTIVE
Choice Hotels International is always looking to distinguish its many brands from the competition. Each property must continually strengthen the overall brand message, while emphasising the key features of the property in addition to highlighting the local flavour and ambience.
Collaborating with Mood allowed exploration in how to create an enhanced guest experience through a distinctive approach to experience design across their franchise community.
SOLUTIONS
MUSIC
Mood worked with Choice to devise a music strategy that provides ambient background music played in various areas across the hotels to enhance the stylish atmosphere around the property.
MESSAGING
Mood’s messaging solutions help increase customer satisfaction by improving the on-hold process and strengthen brand identity using voice talents that reflect the Choice Hotels personality.
SCENT
Scent marketing solutions are used around the hotels both to entice with inviting scents and to obscure unwanted smells, such as masking the odour of chlorine from the indoor pool.
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