As travelers rethink what matters most on the road, Choice Hotels International is leaning into a broader definition of value with a new global campaign centered on what it calls Travel Values.
Launching January 20, the campaign stars Keegan-Michael Key and reflects a shift in consumer mindset as travelers increasingly prioritize experiences over material things. Rather than focusing solely on price, the work positions value as the ability to unlock more trips, more moments, and more meaningful memories.
The creative, developed with 72andSunny New York, dentsu X, and Choice Hotels’ internal team, marks the third consecutive year of collaboration between the brand and Key. The multi-channel rollout includes 30 and 15-second spots running across linear TV, connected TV, digital, and social platforms throughout 2026.
At the heart of the campaign is the idea that value looks different for everyone. Whether it’s time for a round of golf, a night out, or a space designed to unplug and recharge, the work emphasizes Choice’s breadth of brands and locations as a way to meet travelers wherever they are and however they travel. Watch below:
“Our campaign reflects how people are thinking about travel today,” said Noha Abdalla, Chief Marketing Officer at Choice Hotels International. “As we continue to grow our global footprint, this campaign shows how Choice Hotels gives guests more ways to get what they value on a trip, offering comfort, flexibility, and meaningful experiences across our portfolio.”
Key’s ongoing partnership with the brand draws on his own relationship with travel. He notes that many of his most lasting memories were made on the road with loved ones, and says Choice’s wide range of brands helps take the pressure off travel by offering options for every kind of stay.
The campaign spotlights brands across the Choice portfolio, from the familiarity of Comfort Hotels to the more design-forward, locally influenced Cambria Hotels. It also highlights Choice Privileges, the company’s rewards program, which recently rolled out a revamped experience designed to help members earn faster, reach Elite status sooner, and access more flexible benefits across more than 7,000 properties in 46 countries and territories.
Media placements will span entertainment and sports programming, including high-visibility college basketball moments, alongsideM as well as social platforms such as Facebook, Instagram, Pinterest, Snap, and TikTok. Content will also run across both Choice Hotels’ and Key’s owned social channels.
With Travel Values, Choice Hotels isn’t just promoting affordability; it’s also promoting value. It’s staking a claim on relevance, reframing value as the freedom to do more with the time and moments that matter most.
CREDITS:
BRAND: Choice Hotels
AGENCY: 72andSunny NY
PRODUCTION COMPANY: ArtClass
- Director: Vincent Peone
EDIT: Final Cut
COLOR: Company 3
Sound: Sonic Union
PHOTOGRAPHY: Julia Johnson
RETOUCHING: Portus Imaging
VFX: Artjail
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