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January
- The Quality
Assurance Review reporting process is automated, resulting in
a more accurate tally of QA scores.
- Choice donates
$25,001 to an earthquake relief fund to assist victims of a disastrous
earthquake in the Gujarat region of India.
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February
- Arnold Worldwide/Washington
is selected as Choice’s new advertising agency.
- The MainStay
Suites brand launches its virtual tour allowing guests to “tour”
a typical MainStay Suites hotel via computer.
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March
- A series
of road shows provides information and solicits feedback from
Quality, Sleep Inn and Comfort Suites franchisees on re-imaging.
- The Sports
Marketing and Sales department is launched to help drive sports
travel business to Choice brand hotels.
- A universal
chain code is established, called Exclusively Choice or EC, for
booking reservations at any one of the eight brand hotels through
Global Distribution Systems.
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April
- The Power
of Being There. Go. advertising campaign debuts, featuring
a $5 gas card giveaway in partnership with MasterCard.
- The Econo
Lodge brand launches its summer campaign, featuring Coca-Cola
and a new NASCAR racing scratch-off game with collectible racing
celebrity cards and instant prizes.
- Performance
Excellence, a mandatory CD-ROM training program, is created to
deliver customer service skills training for guest service agents.
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June
- An airline
miles program begins, partnering with American Airlines to offer
airline miles to frequent guests.
- Reservations
revenue reaches a record $605,484 for one day, marking the first
time ever Choice has done more than $600,000 in a single day.
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July
- The Econo
Lodge brand announces a new hotel prototype, featuring a tower,
a unique mansard copper penny roof and an open reception area.
- The Rodeway
Inn brand donates $25,000 to the Foundation Fighting Blindness,
a national eye research organization that funds retinal degenerative
disease research, which had partnered with the brand to create
a promotion for the senior market.
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August
- The Sleep
Inn brand introduces the Generation IV hotel prototype, featuring
a combination of rooms and suites, a mix of traditional tub/shower
combinations and free standing furniture.
- The Quality
Inn Larson’s of Gettysburg, Pa., celebrates 60 years with the
Quality brand.
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September
- The EA$Y
CHOICE promotion for Econo Lodge and Rodeway Inn hotels gives
guests airline miles or credit back on their stays.
- The US Airways
Dividend Miles program is added to Choice’s airline miles program
for frequent guests.
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October
- The Thanks
for Traveling campaign is launched in the aftermath of the
September 11 terrorist attacks to rebuild America’s confidence
in traveling, support the national economy and celebrate the freedom
to travel.
- Franchisees,
hotel employees and Choice associates in the United States and
Canada raise more than $150,000 for the relief efforts related
to the terrorist attacks.
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November
- A new version
of Choicehotels.com,
the corporate Internet site, is released featuring the ability
to translate the site into Spanish, French and German.
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December
- Choice adds
two new airline partners—Delta SkyMiles and Northwest Airlines’WorldPerks
programs—to the airline miles program.
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