Choice Hotels Fully Embraces Direct Bookings and Vacation Rentals

Like just about every other hotel company out there, including Hilton, Marriott, Hyatt, InterContinental, and Wyndham, Choice Hotels International is also looking to push more direct bookings among its loyalty members to take back market share from third-party distribution channels, namely online travel agencies (OTAs) that include Expedia and Booking.com. The Rockville, Maryland-based parent company of such brands as Ascend Hotel Collection, Comfort Inn, Cambria hotels & suites, and Econo Lodge, isn't afraid to step into the direct booking wars. That was made explicitly clear by remarks made by CEO Stephen P. Joyce and CFO David White during a first quarter earnings call on May 4. CFO White said "more traditional channels" are driving the company's gains in earnings per share, and said that although "OTAs continued to grow as part of our business," the company is "not happy with the price points that they want." White said