Choice Hotels Receives ANA ‘Genius’ Marketing Analytics Award

Monday, November 6, 2023

Choice Hotels International, a leading hotel franchisor, has been honoured with the 2023 Genius Award for Marketing Analytics Adoption. This recognition highlights the efforts of Choice’s Advanced Analytics team in utilizing big data, artificial intelligence, and advanced analytics to enhance the organization’s understanding of customers. The team’s work revolves around creating a unified customer language through personas and other advanced customer data features, ultimately driving business outcomes.

Lindsay Liszewski, Choice Hotels International’s Vice President for Business Insights and Analytic Services expressed that being recognized as a finalist alongside consumer-focused brands like Nespresso and Disney Parks was an honour in itself.

The team earned the Adoption category award for their initiatives in revolutionizing data utilization across the enterprise. This was achieved through various projects aimed at enhancing training, tools, and processes, making it simpler for stakeholders to access and utilize guest-related data effectively. They introduced a comprehensive data fluency training program across the company, ensuring associates gained a shared understanding of data at Choice. The program was well-received and participants reported a significant increase in their confidence in handling data.

Assisting the organization with business strategy to realize insights, the Choice Advanced Analytics team provides support. Data science and machine learning, data delivery, consumer and research insights, commercial and marketing analytics, and strategic analytics are just a few of the team’s competencies.

Apart from the guest-focused projects that underpin the Genius award, the group is also experimenting in other domains, such as:

• Piloting Artificial Intelligence to engage with customers more effectively.
• A robust Commercial Mix Modeling platform incorporating multiple dimensions and non-marketing drivers. This approach allows for comprehensive measurement, strong scenario planning, and optimization of marketing efforts.
• Choice Hotels developed geospatial capabilities to innovate partnership strategies, identify opportunities for hotel construction and conversion in untapped areas, and support sustainability efforts.

These capabilities enable them to assess location-specific risks and opportunities, enhancing their strategic decision-making process.

All of these are powered by an industry-leading Data Analytics platform that leverages real-time data points and automated data quality monitoring from AWS, acting as the single source of truth.

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