Kari Hunter, Choice Hotels Asia-Pac

Choice Hotels Asia-Pac is working with leading global information services company Experian to unlock a deeper understanding of their guests.

Key mosaic groups and types have been adopted and identified from Choice Hotels’ primary data and digital insights from Experian. Aimed at supporting the business’s decision-making, the work will refine marketing and advertising strategy, underpin new service development and inform opportunities for brand expansion.

“Customer behaviours and technology expectations are evolving rapidly, it can be challenging for individual hoteliers to keep abreast. We’re leveraging our scale, first party data and embracing digital insights to support our franchisees to attract and capture more guests and evolve the guest experience to meet their evolving needs and expectations both now and into the future,” said Senior Director Commercial and Revenue Management at Choice Hotels Asia-Pac Kari Hunter.

“Our work with Experian has helped us look at who our key guest segments are now, how they interact and stay with us and identify opportunities for growth and diversification. With these insights, we’re able to tailor our business to attract and retain the right markets to support the growth of our franchisees in the segments that matter.”

The regional project follows Choice Hotels International’s long history of innovation and technology leadership. Most recently, Choice became the first hotel company in the world to move its entire infrastructure to the cloud enabling the real-time delivery of digital tools and insights to their 7,500 franchised properties across the globe.

While still early in its inception, Choice Hotels Asia-Pac is already seeing the benefits of their collaboration with Experian to inform their decision making and develop custom audiences that support omni channel marketing investment.

“Leveraging the depth of these customer data insights alongside our team’s experience and knowledge of the industry puts us in a strong position to continue delivering value and drive further growth for our franchisees,” said Ms Hunter.

Alongside the work with Experian, Choice Hotels Asia-Pac continues to support their franchisees with practical digital solutions aimed at enhancing the guest experience. Choice Hotels has established a new relationship with digital compendium provider Digital Hotel and is currently rolling out digital registration tablets to properties which utilises Choice Hotels’ proprietary property management system choiceADVANTAGE. The new streamlined and self-guided digital experience will allow guests to have a completely paper free check-in process and give the option to easily opt-in to the Choice Hotel’s award-winning rewards program Choice Privileges. To learn more about Choice Hotels Asia-Pac’s focus on innovation services or to find out how your hotel will benefit by joining the group, head to joinchoicehotels.com.au