Our central reservations system (CRS) is considered to be one of the largest in the industry. It is designed to make it easy for any individual, business or group to find information, get assistance and make reservations at all our hotels.
It provides efficient access to information with assistance and reservations through other available distribution channels such as travel agents and internet travel portals. Rates, availability and hotel specifics are automatically updated to all distribution systems on a real-time basis through our property management system, choiceADVANTAGE®.
ChoiceHotels.com generated over $1 billion in revenue worldwide, marking a more than 13% (YTD December 2011) increase over 2010, and reaching almost 100 million consumers in 2011, an increase of 6% year over year. With an extensive investment in both paid and organic (free) search engine marketing as well as a robust affiliate program, ChoiceHotels.com is designed to be the lowest cost, highest revenue producing platform for franchisees. In 2011, the site received a Gomez Best of the Web Silver Award for website performance.
Our contact centers are staffed with trained sales representatives who answer both a central system-wide Choice Hotels number, 800.4CHOICE, as well as brand-specific numbers. Located around the world, our contact centers are multilingual, with translation services available for more than 100 languages. The voice reservations network handled almost 6 million calls last year with an enviable track record of high conversion. Franchisees can also participate in Call Forwarding, an optional program that allows hotel staff to transfer local callers to our highly skilled sales reps who effectively deliver quality reservations services. Call Forwarding allows hotel staff to concentrate on delivering exceptional service to in-house guests while we manage their reservation inquiries.
Global Distribution Systems (GDS)
Few can match the size and scale of the Choice Hotels® distribution platform, encompassing all Choice Hotels reservations channels. Choice Hotels continues to drive more reservations through our central channels (ChoiceHotels.com and 800.4CHOICE), deliver premium ADRs, automate rates & inventory, drive qualified online traffic and provide your hotel a competitive selling advantage.
By capitalizing on these platforms, Choice Hotels is continually working to provide consumers with the ability to book Choice Hotels brand properties through the channels that fit their lifestyle and booking preferences. We prove this to franchisees by continuing to grow CRS Contribution. In 2011, total domestic CRS contribution was more than 32.3%, exceeding our projection for the year 2011 by 80 bases points.
Internet Distribution Systems
We have an extensive online distribution network, reaching thousands of Internet travel websites. Our relationships with leading third-party Internet travel websites like Expedia, hotels.com, Orbitz and Travelocity are among the most competitive in the industry, providing you with a unique advantage and reduced costs. Our agreements also ensure our hotels receive priority positioning, and all reservations are automated through our Central Reservation System.
The Choice Hotels mobile website was launched and in November 2011 marked its first month generating $1 million in revenue. Choice Hotels launched a new Android app in August 2011, which has already been downloaded and installed more than 20,000 times. 2011 also marked the one-millionth download of our iPhone application. The Choice Hotels Locator app, which was the first global iPhone app for the hotel industry and one of Apple’s “New and Noteworthy” apps after its initial launch in 2009, also works on iPod Touch and iPad.
In 2012, Choice Hotels will enhance our mobile platforms by launching the first iPad app, implementing fully native mobile apps, introducing new text messaging capability and providing consumer with more robust maps and enhanced mobile content.
Mobile Applications & Technology
On the mobile front, the Choice Hotels iPhone, Android and mobile ChoiceHotels.com platforms continue to generate revenue.
In November 2011, Choice Hotels has also launched a completely redesigned new mobile website, incorporating great new features to meet changing guest demands, such as GPS-based search functionality, one-touch calling, and more hotel photos and amenities. Choice launched a new Android app in August 2011, which has already been downloaded and installed more than 20,000 times. 2011 also marked the one-millionth download of Choice’s iPhone application. The Choice Hotels Locator app, which was the first global iPhone app for the hotel industry and one of Apple’s “New and Noteworthy” apps after its initial launch in 2009, also works on iPod Touch and iPad.
In 2012, Choice will enhance our mobile platforms by launching the first iPad app, implementing fully native mobile apps, introducing new text messaging capability and providing consumer with more robust maps and enhanced mobile content.