Choice Hotels Picks Cohorts

Share this content:
Choice Hotels International Inc. signed a three-year agreement yesterday to use Cohorts' consumer segmentation tool.

Choice Hotels will use Cohorts to better target promotions to guests of its Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, MainStay Suites, Econo Lodge and Rodeway Inn hotel brands.

The deal follows a test involving e-mail and direct mail marketing. Members of Choice Privileges, Choice Hotels' guest rewards program, and other guests at Choice Hotels brands received promotional offers that differed based on the Cohorts segment to which each guest was assigned.

When applied to the Choice Privileges group, Cohorts segmentation produced an overall response rate boost of more than 40 percent compared with the control group, which was not selected by Cohorts. Among guests who were not Choice Privileges members, the overall response rate more than doubled in the Cohorts-treated group versus the control group.

Choice Hotels will use Cohorts to target Choice Privileges members and guests who have not joined the program.

"We plan to synchronize our database marketing strategies and tactics with our seasonal national promotions using Cohorts," said Bill Carlson, vice president of consumer marketing for Choice Hotels. "This ongoing effort will ultimately result in Choice Hotels' ability to retain and grow the lifetime value of our customers through more effective communications and promotions."


Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above