

We are one of the largest, most successful lodging companies in the world; we help, host, and provide a welcome to thousands of properties around the globe. Choice Hotels’s brand is ranked #461 in the list of Global Best Brands, a carefully curated list of recognized brands as rated by customers of Choice Hotels. When compared to other organizations within the Travel and Hospitality industry, Choice Hotels is ranked #31. Among its major competitors, Choice Hotels is ranked in 6th place for NPS while Hilton is 1st, and Marriott is 2nd. Overall, Choice Hotels has a neutral social sentiment, when analyzing social media channels and online mentions.Their current market cap is $6.16B
Choice Hotels's Net Promoter Score (NPS) is a -29 with 33% Promoters, 5% Passives, and 62% Detractors. Net Promoter Score tracks whether Choice Hotels's customers would recommend using the product based on a scale of -100 to 100.
| 33% | Promoters |
|---|---|
| 5% | Passives |
| 62% | Detractors |
| Summary | Date | Score |
|---|---|---|
Jan 2024 -32 | Jan 2024 | -32 |
Feb 2024 -34 | Feb 2024 | -34 |
Mar 2024 -35 | Mar 2024 | -35 |
Apr 2024 -31 | Apr 2024 | -31 |
May 2024 -27 | May 2024 | -27 |
Jul 2024 -28 | Jul 2024 | -28 |
Sep 2024 -28 | Sep 2024 | -28 |
Oct 2024 -26 | Oct 2024 | -26 |
Jan 2025 -28 | Jan 2025 | -28 |
Apr 2025 -30 | Apr 2025 | -30 |
Jun 2025 -28 | Jun 2025 | -28 |
Aug 2025 -30 | Aug 2025 | -30 |
Choice Hotels is ranked #4 for NPS among its competitors. Hilton and Marriott come in first and second, with PetSmart coming in at third. Among those competitors, it is the lowest valued company behind Marriott.
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Female customers rated Choice Hotels's NPS 63 points higher than Male customers.
Choice Hotels's NPS was rated -56 by Male customers on Comparably.
Choice Hotels's NPS was rated 7 by Female customers on Comparably.
Choice Hotels's NPS was rated the highest by African American/Black customers, and the lowest by Other customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian -65 | Caucasian | -65 |
African American/Black 72 | African American/Black | 72 |
Other -100 | Other | -100 |
Choice Hotels's NPS was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
Choice Hotels's NPS was rated the highest by customers who have used Choice Hotels's products/services for 2 to 5 Years, and the lowest by customers with Less than 1 Year of usage.
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year -67 | Less than 1 Year | -67 |
2 to 5 Years 50 | 2 to 5 Years | 50 |
5 to 10 Years -34 | 5 to 10 Years | -34 |
Over 10 Years -16 | Over 10 Years | -16 |
Compared to its competitors, Choice Hotels's NPS is rated right above GoDaddy, and is preceded by PetSmart.
| COMPANY | NPS Score | |
|---|---|---|
![]() | Hilton | 26 |
![]() | Marriott | 15 |
![]() | IHG | 14 |
![]() | Best Western | 11 |
![]() | PetSmart | 10 |
![]() | Choice Hotels | -29 |
![]() | GoDaddy | -35 |
In the Travel and Hospitality industry, Choice Hotels's NPS is rated right below Dunkin'.
| COMPANY | NPS Score | |
|---|---|---|
![]() | In-N-Out Burger | 63 |
![]() | Southwest Airlines | 47 |
![]() | Delta Air Lines | 43 |
![]() | Ritz-Carlton | 38 |
![]() | Starbucks | 30 |
![]() | Airbnb | 24 |
![]() | Chipotle | 16 |
![]() | Dunkin' | 12 |
![]() | Choice Hotels | -29 |
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
83% of Choice Hotels users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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Female customers rated Choice Hotels's Customer Loyalty score 34% higher than Male customers.
Choice Hotels's Customer Loyalty score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
% who answered "Yes"
Choice Hotels's Customer Loyalty score was rated the highest by customers ages 18-25, and the lowest by customers ages 56-60.
| Summary | Age | Score |
|---|---|---|
18-25 100% | 18-25 | 100% |
41-45 100% | 41-45 | 100% |
56-60 67% | 56-60 | 67% |
61-65 100% | 61-65 | 100% |
66+ 100% | 66+ | 100% |
Choice Hotels's Customer Loyalty score was rated the highest by customers who have used Choice Hotels's products/services for 2 to 5 Years, and the lowest by customers with 5 to 10 Years of usage.
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Usage data and uncover the answer to "Would you consider yourself a loyal user/customer?" by usage.
Choice Hotels's Customer Loyalty score was rated 82% by Tech industry customers.
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Compared to its competitors, Choice Hotels's Customer Loyalty score is rated right above Marriott.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
![]() | Choice Hotels | 83% |
![]() | Marriott | 81% |
![]() | Hilton | 78% |
![]() | PetSmart | 77% |
![]() | Best Western | 76% |
![]() | GoDaddy | 75% |
![]() | IHG | 74% |
In the Travel and Hospitality industry, Choice Hotels's Customer Loyalty score is rated right above Delta Air Lines, and is preceded by Southwest Airlines.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
![]() | In-N-Out Burger | 88% |
![]() | Southwest Airlines | 85% |
![]() | Choice Hotels | 83% |
![]() | Delta Air Lines | 83% |
![]() | Dunkin' | 80% |
![]() | Ritz-Carlton | 80% |
![]() | Starbucks | 78% |
![]() | Chipotle | 76% |
![]() | Airbnb | 76% |
Choice Hotels has an overall Product Quality score of 2.5 out of 5 stars rated by its users and customers.
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Choice Hotels’s product quality score is a 2.5 out of 5 as rated by its users and customers. Reviewers from the Tech industry rated Choice Hotels's product the highest.
Choice Hotels's Product Quality score was rated highest by customers ages 18-25, and rated lowest by Other customers.
Female customers rated Choice Hotels's Product Quality score 1.3 stars higher than Male customers.
Choice Hotels's Product Quality score was rated the highest by African American/Black customers, and the lowest by Other customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 2 | Caucasian | 2 |
African American/Black 4.3 | African American/Black | 4.3 |
Other 1.6 | Other | 1.6 |
Choice Hotels's Product Quality score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
| Summary | Age | Score |
|---|---|---|
18-25 5 | 18-25 | 5 |
41-45 2.9 | 41-45 | 2.9 |
56-60 2.5 | 56-60 | 2.5 |
61-65 1.6 | 61-65 | 1.6 |
66+ 2.3 | 66+ | 2.3 |
Choice Hotels's Product Quality score was rated the highest by customers who have used Choice Hotels's products/services for 2 to 5 Years, and the lowest by customers with Less than 1 Year of usage.
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Choice Hotels's Product Quality score was rated 3.6 stars by Tech industry customers.
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Compared to its competitors, Choice Hotels's Product Quality score is rated right above GoDaddy, and is preceded by Best Western.
| COMPANY | Product Quality Score | |
|---|---|---|
![]() | Hilton | 3.8/5 |
![]() | IHG | 3.6/5 |
![]() | Marriott | 3.5/5 |
![]() | PetSmart | 3.5/5 |
![]() | Best Western | 3.5/5 |
![]() | Choice Hotels | 2.5/5 |
![]() | GoDaddy | 2.2/5 |
In the Travel and Hospitality industry, Choice Hotels's Product Quality score is rated right below Dunkin'.
| COMPANY | Product Quality Score | |
|---|---|---|
![]() | In-N-Out Burger | 4.5/5 |
![]() | Southwest Airlines | 4.1/5 |
![]() | Starbucks | 4.1/5 |
![]() | Delta Air Lines | 4.1/5 |
![]() | Ritz-Carlton | 4/5 |
![]() | Chipotle | 3.8/5 |
![]() | Airbnb | 3.7/5 |
![]() | Dunkin' | 3.6/5 |
![]() | Choice Hotels | 2.5/5 |
Choice Hotels has a value for money and ROI score of 2.7 out of 5 stars rated by its users and customers.
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Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Tech industry.
Choice Hotels's ROI score was rated highest by customers ages 18-25, and rated lowest by customers ages 61-65.
Female customers rated Choice Hotels's ROI score 1.3 stars higher than Male customers.
Choice Hotels's ROI score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 1.8 | Caucasian | 1.8 |
African American/Black 4.4 | African American/Black | 4.4 |
Other 2.6 | Other | 2.6 |
Choice Hotels's ROI score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
| Summary | Age | Score |
|---|---|---|
18-25 4.6 | 18-25 | 4.6 |
41-45 2.8 | 41-45 | 2.8 |
56-60 2.4 | 56-60 | 2.4 |
61-65 1.6 | 61-65 | 1.6 |
66+ 2.8 | 66+ | 2.8 |
Choice Hotels's ROI score was rated the highest by customers who have used Choice Hotels's products/services for 2 to 5 Years, and the lowest by customers with Less than 1 Year of usage.
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Choice Hotels's ROI score was rated 3.3 stars by Tech industry customers.
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Compared to its competitors, Choice Hotels's ROI score is rated right above GoDaddy, and is preceded by Best Western.
| COMPANY | Pricing Score | |
|---|---|---|
![]() | Hilton | 3.7/5 |
![]() | IHG | 3.5/5 |
![]() | Marriott | 3.4/5 |
![]() | PetSmart | 3.3/5 |
![]() | Best Western | 3.3/5 |
![]() | Choice Hotels | 2.7/5 |
![]() | GoDaddy | 2/5 |
In the Travel and Hospitality industry, Choice Hotels's ROI score is rated right below Dunkin'.
| COMPANY | Pricing Score | |
|---|---|---|
![]() | In-N-Out Burger | 4.4/5 |
![]() | Southwest Airlines | 4/5 |
![]() | Delta Air Lines | 3.9/5 |
![]() | Ritz-Carlton | 3.8/5 |
![]() | Starbucks | 3.6/5 |
![]() | Airbnb | 3.5/5 |
![]() | Chipotle | 3.5/5 |
![]() | Dunkin' | 3.4/5 |
![]() | Choice Hotels | 2.7/5 |
Choice Hotels has an overall Customer Satisfaction score of 38 rated by its users and customers.
Sign Up to see the full customer demographics data and the people that answered "How would you rate your overall satisfaction with the service you received?"
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Choice Hotels's Customer Satisfaction score was rated highest by African American/Black customers, and rated lowest by Other customers.
Female customers rated Choice Hotels's Customer Satisfaction score 33 points higher than Male customers.
Very Satisfied | 15% | |
|---|---|---|
Satisfied | 14% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 7% | |
Very Dissatisfied | 64% |
Very Satisfied | 62% | |
|---|---|---|
Satisfied | 0% | |
Neither Satisfied nor Dissatisfied | 7% | |
Dissatisfied | 0% | |
Very Dissatisfied | 31% |
Choice Hotels' Customer Satisfaction (CSAT) score was rated 29% according to Caucasian users and customers.
Choice Hotels' Customer Satisfaction (CSAT) score was rated 86% according to African American/Black users and customers.
Choice Hotels' Customer Satisfaction (CSAT) score was rated 25% according to Other users and customers.
Choice Hotels's Customer Satisfaction score was rated the highest by customers ages 41-45, and the lowest by customers ages 61-65.
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 41-45 | 60% | |||||||||||||||
| 56-60 | 40% | |||||||||||||||
| 61-65 | 25% |
Choice Hotels's Customer Satisfaction score was rated the highest by customers who have used Choice Hotels's products/services for 2 to 5 Years, and the lowest by customers with Less than 1 Year of usage.
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Choice Hotels's Customer Satisfaction score was rated 75 points by Tech industry customers.
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}Compared to its competitors, Choice Hotels's Customer Satisfaction score is rated right above GoDaddy, and is preceded by PetSmart.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
![]() | Hilton | 74% |
![]() | Best Western | 68% |
![]() | Marriott | 64% |
![]() | IHG | 63% |
![]() | PetSmart | 62% |
![]() | Choice Hotels | 38% |
![]() | GoDaddy | 16% |
In the Travel and Hospitality industry, Choice Hotels's Customer Satisfaction score is rated right below Chipotle.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
![]() | In-N-Out Burger | 87% |
![]() | Starbucks | 84% |
![]() | Southwest Airlines | 81% |
![]() | Delta Air Lines | 79% |
![]() | Ritz-Carlton | 78% |
![]() | Airbnb | 72% |
![]() | Dunkin' | 65% |
![]() | Chipotle | 62% |
![]() | Choice Hotels | 38% |
Choice Hotels has an overall Customer Service score of 2.6 out of 5 stars rated by its users and customers.
Sign Up to unlock Choice Hotels' overall Customer Service score rated by its users and customers.
915 Meeting St, Bethesda, MD 20852
http://www.choicehotels.com/
(301) 592-5000
Choice Hotels's Customer Service score was rated highest by customers ages 18-25, and rated lowest by customers ages 61-65.
Female customers rated Choice Hotels's Customer Service score 1.5 stars higher than Male customers.
Choice Hotels's Customer Service score was rated the highest by African American/Black customers, and the lowest by Other customers.
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 1.8 | Caucasian | 1.8 |
African American/Black 4.3 | African American/Black | 4.3 |
Other 1.7 | Other | 1.7 |
Choice Hotels's Customer Service score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 4.8 | 18-25 | 4.8 |
41-45 2.9 | 41-45 | 2.9 |
56-60 2.1 | 56-60 | 2.1 |
61-65 1.6 | 61-65 | 1.6 |
66+ 2.8 | 66+ | 2.8 |
Choice Hotels's Customer Service score was rated the highest by customers who have used Choice Hotels's products/services for 2 to 5 Years, and the lowest by customers with Less than 1 Year of usage.
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Choice Hotels's Customer Service score was rated 3.2 stars by Tech industry customers.
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Compared to its competitors, Choice Hotels's Customer Service score is rated right above GoDaddy, and is preceded by Best Western.
| COMPANY | Customer Service Score | |
|---|---|---|
![]() | Hilton | 3.8/5 |
![]() | IHG | 3.5/5 |
![]() | PetSmart | 3.5/5 |
![]() | Marriott | 3.4/5 |
![]() | Best Western | 3.3/5 |
![]() | Choice Hotels | 2.6/5 |
![]() | GoDaddy | 1.6/5 |
In the Travel and Hospitality industry, Choice Hotels's Customer Service score is rated right below Dunkin'.
| COMPANY | Customer Service Score | |
|---|---|---|
![]() | In-N-Out Burger | 4.5/5 |
![]() | Southwest Airlines | 4.1/5 |
![]() | Starbucks | 4.1/5 |
![]() | Delta Air Lines | 4/5 |
![]() | Ritz-Carlton | 4/5 |
![]() | Chipotle | 3.6/5 |
![]() | Airbnb | 3.5/5 |
![]() | Dunkin' | 3.4/5 |
![]() | Choice Hotels | 2.6/5 |
Choice Hotels has a 4.6/5 stars for its overall company culture rated by their employees

Choice Hotels scored a -29 for Net Promoter Score and a 43 for Employee Net Promoter Score. NPS gauges how likely a customer of Choice Hotels would recommend the brand to a friend. ENPS measures how likely Choice Hotels employees would recommend working at Choice Hotels to a friend.
| 33% | Promoters |
|---|---|
| 5% | Passive |
| 62% | Detractors |
| 56% | Promoters |
|---|---|
| 31% | Passive |
| 13% | Detractors |
Choice Hotels is ranked #461 in the Global Top 100 Brands. It ranks just behind Vista and just ahead of Blackbaud.
| RANK | COMPANY | CEO | INDUSTRY | ||
|---|---|---|---|---|---|
459 | ![]() | Equinox | ![]() | Harvey Spevak | Health and Wellness |
460 | ![]() | Vista | ![]() | Florian Baumgartner | Retail |
461 | ![]() | Choice Hotels | ![]() | Patrick Pacious | Travel and Hospitality |
462 | ![]() | Blackbaud | ![]() | Michael Gianoni | Tech |
463 | ![]() | Topshop | ![]() | Ian Grabiner | Retail |
464 | ![]() | Silicon Valley Bank | ![]() | Gregory Becker | Banking and Financial Services |
465 | ![]() | ClassPass | ![]() | Fritz Lanman | Health and Wellness |
Choice Hotels is ranked #31 in the Travel and Hospitality Industry. It ranks just behind Princess Cruises and just ahead of West Marine.
| RANK | COMPANY | Location | |
|---|---|---|---|
29 | ![]() | KAYAK | Stamford, CT |
30 | ![]() | Princess Cruises | Santa Clarita, CA |
31 | ![]() | Choice Hotels | Bethesda, MD |
32 | ![]() | West Marine | Watsonville, CA |
33 | ![]() | Holiday Inn | |
34 | ![]() | Radisson Hotels | Minnetonka, MN |
35 | ![]() | Booking.com | Amsterdam |