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Release Date: 2026-01-20
The Choice Hotels “More What Value” commercial is part of the hotel group’s global travel values campaign, reframing how travelers think about value in 2026. Rather than simply promoting price or deals, the spot highlights how Choice Hotels helps guests get more out of every stay — more experiences, more comfort, and more meaningful travel moments. The broader campaign stars actor and comedian Keegan-Michael Key — who returns as the relatable “Vacation Maximization-er” — and underscores Choice’s portfolio of 22 brands designed to deliver value tailored to different travel styles and priorities. (prnewswire.com)
While the exact script from the YouTube upload isn’t publicly indexed, the title “More What Value” aligns with Choice Hotels’ 2026 marketing message that real travel value comes from what a stay adds to your life — not just what it costs. Instead of focusing on discounts alone, the ad likely shows relatable scenarios where guests enjoy Choice amenities, comfort, or experiences that matter most to them, such as comfortable rooms, social time, complimentary perks, or ease of planning. This shift reflects broader consumer trends where travelers increasingly prioritize rich experiences and memories over basic pricing. (prnewswire.com)
Choice’s campaign intentionally embraces the idea that value is personal — whether it’s having space to unwind, easy access to local experiences, or comfort that enhances the trip itself. (hospitalitynet.org)
The main goal of the “More What Value” spot is to showcase how Choice Hotels offers guests more than just a room — it offers more ways to enjoy travel, stay comfortable, make memories, and connect with what matters most.
Key elements of the message include:
Reframing travel value: Value isn’t solely about price — it’s about experiences, comfort, convenience, and memorable moments. (hospitalitynet.org)
Variety and choice: With 22 brands under the Choice umbrella — from Comfort and Quality Inn to Cambria and Radisson — there’s an option for every traveler and every kind of trip. (prnewswire.com)
Rewards and perks: The Choice Privileges® program lets guests earn and redeem points for stays and experiences, emphasizing long-term travel value. (hospitalitynet.org)
Relatable storytelling: Keegan-Michael Key’s presence brings humor and relatability to help illustrate how real travelers get more out of their stays. (prnewswire.com)
This approach broadens the definition of “value” to include personal satisfaction, comfort, and meaningful trip elements — not just cost savings. (hospitalitynet.org)
| Element | Detail |
|---|---|
| Video Title | Choice Hotels – More What Value |
| Author / Channel | Choice Hotels (Official) |
| Publication Date | 2026 (global travel values campaign) |
| Duration | ~15–30 seconds (typical commercial) |
| Category | Hotel / Travel Advertising |
| SEO Keywords | Choice Hotels value ad, travel values commercial, Choice Privileges rewards, Check Into More campaign |
Here’s why this ad resonates with viewers and travelers:
Modern value perspective: Instead of focusing solely on price tags, it shows how guests can get more out of travel experiences — comfort, connection, and memorable stays. (hospitalitynet.org)
Wide brand variety: With upscale and midscale options, there’s a Choice Hotels brand for every type of traveler. (prnewswire.com)
Rewards emphasis: Highlights how Choice’s Choice Privileges® program enhances value through points and perks. (hospitalitynet.org)
Relatable messaging: Keegan-Michael Key’s return in this broader campaign connects humor and travel value in a way that feels personal and credible. (prnewswire.com)
This spot works because it aligns with how travelers today think — not just “how cheap is it?” but “what value does this stay add to my trip?” (hospitalitynet.org)
Main Keyword:
Choice Hotels value commercial
Variations and Long-Tail Keywords:
Choice Hotels travel values ad
Check Into More campaign 2026
Choice Privileges rewards TV spot
hotel travel experiences commercial
Related to Topic:
best hotel advertising campaigns
travel value messaging
hotel comfort and experiences marketing
The Choice Hotels “More What Value” video continues Choice’s evolving marketing strategy, which places real travel value at the heart of its messaging — showing that guests can enjoy more experiences, more comfort, and more meaningful moments across diverse destinations and hotel options. By reframing value beyond price, and using relatable storytelling with Keegan-Michael Key, Choice Hotels appeals to today’s travelers who want rich travel experiences, not just cheap stays. (hospitalitynet.org)
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