To promote its Quality Sleeper by Serta mattress to AAA travel agents, the Quality brand team delivers a mattress to a lucky winner in AAA’s Columbia, Md., office. AAA generates almost $400 million in revenue for Choice brand hotels each year.

“This in-room technology creates the hotel room of the future, where guests can check e-mail, shop for quality merchandise, book future travel and access entertainment and news services,” said Daniel Rothfeld, vice president, partner services. “It’s a valuable amenity for both business and leisure travelers that opens up new revenue streams for Choice and its business partners.”

Strongly backing all of these initiatives is Choice’s commitment to unleash the full power of its resources on behalf of franchisees and guests. Central to this commitment is the company’s Market Area structure that divides the United States into five regions where Choice associates are deployed to assist local hotel owners and to bring new properties into the system.

In addition, Choice operates three international regions to assist its global development partners.

The underpinning of Choice’s development effort is its new Franchise Trust Pact, which spells out a code of conduct for relations with franchisees on a host of issues such as system standards, sales ethics, nonrenewals, terminations, impact, supplier options, database information and dispute resolution.

“Our Franchise Trust Pact pledges that Choice will deal with franchisees fairly and forthrightly,” said Steve Schultz, executive vice president, franchise operations. “Our Trust Pact is a powerful statement of Choice’s determination to deliver maximum value to our franchisees.”

Power. How to tap it, how to use it to maximum effect. By building reaching more consumers, delivering exceptional services and building strong brands, Choice associates worldwide are Unlocking the Power of Choice for franchisees and shareholders alike.

2:52 p.m. PST The handshake conveys trust and understanding. It is a handshake between two lodging professionals who represent different interests yet consider themselves allies in a competitive war in which the best properties and the best brands win. Scott Seymore, left, vice president and general manager of the Quality Suites Silicon Valley of Santa Clara, Calif., greets Reginald Newson, Choice Franchise Service Director, in the hotel lobby for a regular meeting to update the hotel’s sales plan. Newson is one of 72 Choice field representatives who are assigned to support individual hotels throughout the United States. He relishes those tasks and appreciates the opportunity to work with top hotel professionals like Seymore. “With Scott Seymore and the Quality Suites Silicon Valley, learning is a two-way street,” Newson said. Seymore echoes the sentiment, saying: “Over the years we have thoroughly enjoyed working with Reggie and the entire FSD team. The value of our partnership can be experienced at all levels. Most importantly we have been both inspired and challenged to become the best hotel we can possibly be.”