Case Study: Choice Hotels achieves upscale guest acquisition and revenue growth with Experian ConsumerView

Choice Hotels leveraged Experian’s ConsumerViewSM to enrich its existing data.

Choice Hotels set out to increase new, upscale guests for its Cambria Hotels brand but found that models based only on behavioral booking data struggled to predict booking propensity amid natural guest churn. The Business Intelligence team evaluated data providers to find deeper insight into the target audience and improve prospect prioritization.

By integrating Experian’s ConsumerView demographic, lifestyle and income/occupation data, Choice built a guest propensity model and ran targeted email campaigns to active and dormant customers. Monthly campaigns routinely exceeded expectations, drove incremental revenue (validated by test/control), nearly halved unsubscribe rates, and spurred broader use of guest-level predictive modeling across acquisition, partnerships, segmentation and LTV efforts.

Choice Hotels

Olga Nielsen

Senior Director