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Release Date: 2026-01-20
The Choice Hotels “When Value Waffles” TV commercial is part of the hotel chain’s ongoing effort to communicate value through familiar travel experiences — highlighting amenities that travelers appreciate, like free hot waffles at breakfast. Comfort hotels (one of Choice’s flagship brands) are especially known for this iconic breakfast offering, which guests have enjoyed for decades and has become a symbol of warmth and comfort in travel. This ad ties that nostalgic, feel-good moment to the larger message that Choice Hotels delivers value travelers can enjoy, not just savings.
Though the exact visuals and script from the video aren’t publicly indexed, the title “When Value Waffles” strongly suggests it centers on Choice Hotels’ beloved free waffle breakfast experience — a staple of Comfort hotels’ complimentary hot breakfast that proves memorable for many guests. Comfort serves over 30 million waffles annually at its properties, making waffle mornings a recognizable part of the brand experience for families, business travelers, and vacationers alike. (investor.choicehotels.com)
In the commercial, it’s likely the ad showcases people enjoying fresh, golden waffles during their morning routine — using that everyday joy to symbolize Choice Hotels’ overall value proposition: simple perks that make travel better without extra cost.
The primary purpose of this spot is to reinforce Choice Hotels as a destination where smart travelers get more for their money — concrete value added through amenities like free breakfast — not just lower room rates.
Key messaging elements include:
Highlighting free waffle breakfast as a point of comfort and recognition among guests. (investor.choicehotels.com)
Using nostalgia and sensory appeal (warm, comforting food) to evoke emotional connection. (AInvest)
Positioning Choice Hotels as a brand that knows what matters to travelers, especially families and frequent visitors.
Even though most recent Choice ads also emphasize their broader “Check Into More” campaign starring Keegan-Michael Key — which communicates a suite of hotel options across their portfolio — waffles remain an iconic element of the Comfort experience. (adweek.com)
| Element | Detail |
|---|---|
| Video Title | Choice Hotels When Value Waffles |
| Author / Channel | Choice Hotels (Official / Partner upload) |
| Publication Date | 2025/2026 campaign period |
| Duration | ~15–30 seconds (typical hotel spot) |
| Category | Hotel / Travel Advertising |
| SEO Keywords | Choice Hotels waffles commercial, Choice Hotels value ad, Comfort breakfast waffles, hotel value spot |
Here’s why this ad resonates with viewers:
Relatable travel perk: The free waffle breakfast at Comfort hotels is comforting and memorable — a simple benefit people actually talk about recalling from trips. (investor.choicehotels.com)
Emotional appeal: Food memories often connect with travel nostalgia, making the commercial feel warm rather than transactional. (AInvest)
Shows customer value: Emphasizes perks that enhance the travel experience without extra cost. (investor.choicehotels.com)
Reinforces brand identity: Choice Hotels uses these moments to remind travelers that value isn’t just about price — it’s about experience. (investor.choicehotels.com)
This spot likely complements other Choice Hotels ads that feature Keegan-Michael Key and the “Check Into More” message — a broader campaign about travel value and memorable stays. (adweek.com)
Main Keyword:
Choice Hotels waffles commercial
Variations and Long-Tail Keywords:
Comfort Inn free waffle ad
Choice Hotels value advertising
hotel breakfast waffles campaign
travel hotel perks commercial
Related to Topic:
Choice Hotels Check Into More campaign
best hotel breakfast perks
Comfort hotel breakfast waffles
The Choice Hotels When Value Waffles commercial uses the much-loved experience of free hot waffles — a staple of the Comfort brand’s breakfast — to communicate travel value with emotional resonance. Rather than just talking about prices and amenities, the spot shows how simple, feel-good moments like enjoying waffles can make a hotel stay memorable and valuable, reinforcing Choice Hotels’ positioning as a smart, traveler-friendly choice across its broad portfolio. (investor.choicehotels.com)
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