Our Story

It all started in 1939, when seven motor court (motel) owners in Florida met and decided they could be more successful working together, establishing high standards for service and quality and helping each other to fill their rooms. More and more owners joined, and pretty soon we were one of the most successful hotel companies in the world — and we intend to stay that way.

You don't get to be this successful without also being an innovator. Throughout our history, Choice has been one of the industry's most influential forces shaping the guest experience. And it's the ingenuity of our associates that drives that innovation.

Click the years below to see what we mean.

1930s

1939
Group of seven hotel owners in Florida begins informal meetings

1940s

1941
Connection, vision, and innovation come together to create Choice, the nation's first hotel chain

1941
To ensure high standards, we make inspection of all member properties... standard

1950s

1952
The height of cleanliness, comfort and consistency: wall-to-wall carpeting, becomes required flooring at Choice

1954
We are the first to offer guests 24-hour desk service and in-room telephones, leading the way with technology

1960s

1963
Space-age technology means Choice is the first hospitality company to guarantee reservations

1970s

1970
An industry first from Choice: 24-hour-a-day, toll-free reservations

1980s

1981
This is when we really revolutionize the lodging industry, as the first to segment hotels into luxury, mid-priced, and budget brands

1983
The world's first global marketing/reservation system shows we're ready to take on the world

1984
When we offered non-smoking rooms in every hotel before anyone else, we were on the side of history

1990s

1992
One of our finest hours: Choice becomes the largest franchise hotel chain in the world

1995
Fully connected through the world of technology, Choice provides real-time access to reservation systems via the Web

2000s

2005
Choice launches a new select service, upscale brand, Cambria Suites.

2006
Choice introduces gift cards to drive sales at midscale properties

2007
Our Choice Privileges incentive program surpasses the 5,000,000-member mark

2008
Choice Hotels launches the Ascend Collection, an upscale network of historic, boutique and unique hotels across the United States, Canada and the Caribbean.

2009
There's an app for us! Choice develops and implements the first global hotel iPhone application

2010s

2010
The Choice Privileges rewards program reaches the 10-million-member milestone. The company finishes 2010 with 12 million Choice Privileges members.

2011
Choice Hotels received a Visionary Award from Hotel Technology magazine for its "outstanding vision and achievement in delivering technological excellence" for our proprietary, cloud-based choiceADVANTAGE property management system

2012
Choice Privileges celebrates 15 million members, and Choice introduced the Choice Hotels locator iPad application

2013
Choice moved into its new Corporate Headquarters in Rockville, Maryland

2015
Choice re-launched its corporate brand through a new website and advertising platform, striving to connect the world through the power of hospitality