case study

Choice Hotels Gives Bookings a Boost Using Simulmedia

Choice Hotels Gives Bookings a Boost Using Simulmedia

The Challenge

Standing Out in a Crowded Hotel Marketplace

With multiple hotel options in every city, bookings are often based on convenience rather than brand. Choice Hotels wanted to increase their bookings by reaching frequent business travelers before their next trip.

The Solution

Data-Optimized Ad Delivery to Generate Long-Term Loyalty

We activated the campaign to maximize the target-audience reach, and then our viewing panel was matched with Choice’s loyalty card data to determine the campaign’s impact.

Our ultimate goal was to get more people to book on choicehotels.com. [Simulmedia] outperformed some
of Choice’s other traditional TV buys by as much as
20% or more in some cases.

Robert McDowell
Chief Commercial Officer, Choice Hotels
Custom Targeting

Created a custom target based on age, travel frequency, and recent hotel bookings.

Data-Optimized Delivery

Simulmedia's campaign plan activated across national TV to maximize target audience reach.

The Results

More Travelers Made the Right ‘Choice’ Thanks to Simulmedia

Simulmedia extended the campaign’s unique reach by 11.5% with just 18% of the budget, which led to more bookings at a lower acquisition cost for Choice Hotels.


66.7 %lower cost per reach
37.7 %lower cost per incremental customer
59.4 %higher conversion rate by exposed viewers