Choice Hotels SWOT Analysis, USP & Competitors

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SWOT Analysis of Choice Hotels with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Choice Hotels

Parent Company

Choice hotels


Hotels and Resorts



Tagline/ Slogan

Please help yourselves


Good comfortable, affordable lodging



Budget Hotels, Mid-Market, Upscale

Target Group

Middle class, high tech youths, extended stay, backpackers, value driven leisure travelers, pet friendly hotels


A global hotel chain that emphasizes on good services with a good value.

SWOT Analysis


1. Affordability and high quality service giving a unique customer experience
2. USAs first hotel chain
3. Franchises more than 6100 hotels in over 30 countries and territories.
4. Very strong presence in US

5. Diverse portfolio

6. Expansion is easier due to the franchise model

7. One of the world’s largest lodging franchisor


1. Limited international presence and is dependent on the Indian market

2. Difficult to maintain control over each franchise

3. Sales team is too aggressive leading to a loss in credibility


1. Emerging markets and expansion overseas
2. Service expansion
3. Rising income

4. Emphasis on promotional programs and packages to increase loyalty


1. Competitors, Indian/international venturing into the segment
2. Local hotels/inns with better offerings and a legacy to back them up
3. Franchise customers can move to other such brands (eg. Best Western)



1. Best Western
2. Country Inn

3. Ginger Hotels

The table above concludes the Choice Hotels SWOT analysis along with its marketing and brand parameters.


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