Choice Hotels NPS & Customer Reviews | Comparably
Choice Hotels is
Ranked
#31
in
Travel and Hospitality Brands
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Choice Hotels is ranked #31 in Travel and Hospitality Brands

About Choice Hotels' Brand

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

Brand at a Glance

83%
Customer Loyalty
2.5/5
Product Quality
2.7/5
Pricing
2.6/5
Customer Service

Choice Hotels Ranking

Choice Hotels NPS

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.

Choice Hotels Overall NPS

-29
NPS
33%Promoters
5%Passives
62%Detractors
Choice Hotels Overall NPS

Choice Hotels NPS Trend

-100
-50
0
50
100
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

How Other Brands Compare

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.

Choice Hotels' Logo
Choice Hotels
Marriott's Logo
Marriott
Hilton's Logo
Hilton
PetSmart's Logo
PetSmart
Global Ranking#461#79#84#213
NPS-29152610
Social Sentiment Calculated by analyzing social media and other online mentionsNeutralNeutralNeutral-
Valuation Updated every 24 hours for public companies$6.16B$44.20B$32.46B-

What is NPS

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.

Choice Hotels NPS by Gender

Female customers rated Choice Hotels's NPS 63 points higher than Male customers.

Male

-56

Choice Hotels's NPS was rated -56 by Male customers on Comparably.

19%
Promoters
6%
Passives
75%
Detractors

Female

7

Choice Hotels's NPS was rated 7 by Female customers on Comparably.

50%
Promoters
7%
Passives
43%
Detractors

Choice Hotels NPS by Ethnicity

Choice Hotels's NPS was rated the highest by African American/Black customers, and the lowest by Other customers.

-100
-50
0
50
100
Caucasian
-65
Caucasian-65
African American/Black
72
African American/Black72
Other
-100
Other-100

Choice Hotels NPS by Age

Choice Hotels's NPS was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.

0
20
40
60
80
100
Promoters
67%
Passives
33%
Detractors
0%
18-2567%33%0%
Promoters
40%
Passives
20%
Detractors
40%
41-4540%20%40%
Promoters
27%
Passives
0%
Detractors
73%
56-6027%0%73%
Promoters
25%
Passives
0%
Detractors
75%
61-6525%0%75%
Promoters
33%
Passives
0%
Detractors
67%
66+33%0%67%

Choice Hotels NPS by Usage

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.

-100
-50
0
50
100
Less than 1 Year
-67
Less than 1 Year-67
2 to 5 Years
50
2 to 5 Years50
5 to 10 Years
-34
5 to 10 Years-34
Over 10 Years
-16
Over 10 Years-16

Choice Hotels NPS vs. Competitors

Compared to its competitors, Choice Hotels's NPS is rated right above GoDaddy, and is preceded by PetSmart.

Choice Hotels NPS vs Companies in Travel and Hospitality

In the Travel and Hospitality industry, Choice Hotels's NPS is rated right below Dunkin'.

Choice Hotels Customer Loyalty

83%

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?"

Sign Up to see the full customer demographics data and the people that answered "Yes" when asked "Would you consider yourself a loyal user/customer?"

83
83%
17
17%
Choice Hotels Customer Loyalty

Choice Hotels Customer Loyalty Score by Gender

Female customers rated Choice Hotels's Customer Loyalty score 34% higher than Male customers.

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Male
66%
Yes
Female
100%
Yes

Choice Hotels Customer Loyalty Score by Ethnicity

Choice Hotels's Customer Loyalty score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.

% who answered "Yes"

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74
out of 100
Caucasian
87
out of 100
African American/Black
78
out of 100
Other

Choice Hotels Customer Loyalty Score by Age

Choice Hotels's Customer Loyalty score was rated the highest by customers ages 18-25, and the lowest by customers ages 56-60.

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0
20%
40%
60%
80%
100%
18-25
100%
18-25100%
41-45
100%
41-45100%
56-60
67%
56-6067%
61-65
100%
61-65100%
66+
100%
66+100%

Choice Hotels Customer Loyalty Score by Usage

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.

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Less than 1 Year
60%
2 to 5 Years
100%
5 to 10 Years
40%
Over 10 Years
100%

Choice Hotels Customer Loyalty Score by Industry

Choice Hotels's Customer Loyalty score was rated 82% by Tech industry customers.

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Tech
82%

Choice Hotels Customer Loyalty vs. Competitors

Compared to its competitors, Choice Hotels's Customer Loyalty score is rated right above Marriott.

COMPANYCustomer Loyalty Score
Choice Hotels83%
Marriott81%
Hilton78%
PetSmart77%
Best Western76%
GoDaddy75%
IHG74%

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Customer Loyalty for Other Travel and Hospitality Brands

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.

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In-N-Out Burger's Logo
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Choice Hotels Product Quality

2.5/5

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 Product Information

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.

Website
http://www.choicehotels.com/
Company Size
1,001-5,000 Employees

Industry

Hospitality

Quick Insights into Choice Hotels Product Quality

Choice Hotels's Product Quality score was rated highest by customers ages 18-25, and rated lowest by Other customers.

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Ranked Choice Hotels Product Quality the Highest

18-25
5
African American/Black
4.3
2 to 5 Years
3.9

Ranked Choice Hotels Product Quality the Lowest

Male
2.1
61-65
1.6
Other
1.6

Choice Hotels Product Quality Score by Gender

Female customers rated Choice Hotels's Product Quality score 1.3 stars higher than Male customers.

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Male

2.1/5

Female

3.4/5

Choice Hotels Product Quality Score by Ethnicity

Choice Hotels's Product Quality score was rated the highest by African American/Black customers, and the lowest by Other customers.

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0
1
2
3
4
5
Caucasian
2
Caucasian2
African American/Black
4.3
African American/Black4.3
Other
1.6
Other1.6

Choice Hotels Product Quality Score by Age

Choice Hotels's Product Quality score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.

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0
1
2
3
4
5
18-25
5
18-255
41-45
2.9
41-452.9
56-60
2.5
56-602.5
61-65
1.6
61-651.6
66+
2.3
66+2.3

Choice Hotels Product Quality Score by Usage

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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Less than 1 Year
2.1
2 to 5 Years
3.9
5 to 10 Years
3.3
Over 10 Years
2.8

Choice Hotels Product Quality Score by Industry

Choice Hotels's Product Quality score was rated 3.6 stars by Tech industry customers.

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Tech
3.6

Choice Hotels Product Quality vs. Competitors

Compared to its competitors, Choice Hotels's Product Quality score is rated right above GoDaddy, and is preceded by Best Western.

COMPANYProduct Quality Score
Hilton3.8/5
IHG3.6/5
Marriott3.5/5
PetSmart3.5/5
Best Western3.5/5
Choice Hotels2.5/5
GoDaddy2.2/5

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Product Quality for Other Travel and Hospitality Brands

In the Travel and Hospitality industry, Choice Hotels's Product Quality score is rated right below Dunkin'.

COMPANYProduct Quality Score
In-N-Out Burger4.5/5
Southwest Airlines4.1/5
Starbucks4.1/5
Delta Air Lines4.1/5
Ritz-Carlton4/5
Chipotle3.8/5
Airbnb3.7/5
Dunkin'3.6/5
Choice Hotels2.5/5

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In-N-Out Burger's Logo
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Choice Hotels Pricing

Choice Hotels ROI & Value For Money

2.7/5

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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Choice Hotels Pricing Plans

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.

Quick Insights into Choice Hotels ROI

Choice Hotels's ROI score was rated highest by customers ages 18-25, and rated lowest by customers ages 61-65.

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Ranked Choice Hotels ROI the Highest

18-25
4.6
African American/Black
4.4
2 to 5 Years
4

Ranked Choice Hotels ROI the Lowest

Male
2.1
Caucasian
1.8
61-65
1.6

Choice Hotels ROI Score by Gender

Female customers rated Choice Hotels's ROI score 1.3 stars higher than Male customers.

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Male

2.1/5

Female

3.4/5

Choice Hotels ROI Score by Ethnicity

Choice Hotels's ROI score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.

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0
1
2
3
4
5
Caucasian
1.8
Caucasian1.8
African American/Black
4.4
African American/Black4.4
Other
2.6
Other2.6

Choice Hotels ROI Score by Age

Choice Hotels's ROI score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.

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0
1
2
3
4
5
18-25
4.6
18-254.6
41-45
2.8
41-452.8
56-60
2.4
56-602.4
61-65
1.6
61-651.6
66+
2.8
66+2.8

Choice Hotels ROI Score by Usage

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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Less than 1 Year
2.3
2 to 5 Years
4
5 to 10 Years
2.6
Over 10 Years
2.7

Choice Hotels ROI Score by Industry

Choice Hotels's ROI score was rated 3.3 stars by Tech industry customers.

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Tech
3.3

Choice Hotels Pricing vs. Competitors

Compared to its competitors, Choice Hotels's ROI score is rated right above GoDaddy, and is preceded by Best Western.

COMPANYPricing Score
Hilton3.7/5
IHG3.5/5
Marriott3.4/5
PetSmart3.3/5
Best Western3.3/5
Choice Hotels2.7/5
GoDaddy2/5

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ROI for Other Travel and Hospitality Brands

In the Travel and Hospitality industry, Choice Hotels's ROI score is rated right below Dunkin'.

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Choice Hotels' Logo
VS
In-N-Out Burger's Logo
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Delta Air Lines' Logo
Ritz-Carlton's Logo
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Choice Hotels Customer Satisfaction (CSAT)

Choice Hotels Customer Satisfaction (CSAT) Score

38 / 100

Choice Hotels has an overall Customer Satisfaction score of 38 rated by its users and customers.

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Very Satisfied31%
Satisfied7%
Neither Satisfied nor Dissatisfied5%
Dissatisfied2%
Very Dissatisfied55%
Very Satisfied
31%
Satisfied
7%
Neither Satisfied nor Dissatisfied
5%
Dissatisfied
2%
Very Dissatisfied
55%

What is Customer Satisfaction (CSAT) Score

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.

Quick Insights into Choice Hotels Customer Satisfaction

Choice Hotels's Customer Satisfaction score was rated highest by African American/Black customers, and rated lowest by Other customers.

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Ranked Choice Hotels Customer Satisfaction the Highest

African American/Black
86%
2 to 5 Years
75%
Tech
75%

Ranked Choice Hotels Customer Satisfaction the Lowest

61-65
25%
Less than 1 Year
25%
Other
25%

Choice Hotels Customer Satisfaction Score by Gender

Female customers rated Choice Hotels's Customer Satisfaction score 33 points higher than Male customers.

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29 / 100
Male
Very Satisfied
15%
Satisfied
14%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
7%
Very Dissatisfied
64%
62 / 100
Female
Very Satisfied
62%
Satisfied
0%
Neither Satisfied nor Dissatisfied
7%
Dissatisfied
0%
Very Dissatisfied
31%

Choice Hotels Customer Satisfaction Score by Ethnicity

CSAT according to Caucasian

Choice Hotels' Customer Satisfaction (CSAT) score was rated 29% according to Caucasian users and customers.

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29 / 100
Very Satisfied22%
Satisfied7%
Neither Satisfied nor Dissatisfied7%
Dissatisfied7%
Very Dissatisfied57%
Very Satisfied
22%
Satisfied
7%
Neither Satisfied nor Dissatisfied
7%
Dissatisfied
7%
Very Dissatisfied
57%

CSAT according to African American/Black

Choice Hotels' Customer Satisfaction (CSAT) score was rated 86% according to African American/Black users and customers.

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86 / 100
Very Satisfied72%
Satisfied14%
Neither Satisfied nor Dissatisfied0%
Dissatisfied0%
Very Dissatisfied14%
Very Satisfied
72%
Satisfied
14%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
14%

CSAT according to Other

Choice Hotels' Customer Satisfaction (CSAT) score was rated 25% according to Other users and customers.

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25 / 100
Very Satisfied25%
Satisfied0%
Neither Satisfied nor Dissatisfied0%
Dissatisfied0%
Very Dissatisfied75%
Very Satisfied
25%
Satisfied
0%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
75%

Choice Hotels Customer Satisfaction Score by Age

Choice Hotels's Customer Satisfaction score was rated the highest by customers ages 41-45, and the lowest by customers ages 61-65.

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0
20
40
60
80
100
41-45 CSAT Score
60%
Very Satisfied
40%
Satisfied
20%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
40%
41-4560%
56-60 CSAT Score
40%
Very Satisfied
40%
Satisfied
0%
Neither Satisfied nor Dissatisfied
10%
Dissatisfied
0%
Very Dissatisfied
50%
56-6040%
61-65 CSAT Score
25%
Very Satisfied
25%
Satisfied
0%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
75%
61-6525%

Choice Hotels Customer Satisfaction Score by Usage

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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Less than 1 Year
25
2 to 5 Years
75
5 to 10 Years
33
Over 10 Years
55

Choice Hotels Customer Satisfaction Score by Industry

Choice Hotels's Customer Satisfaction score was rated 75 points by Tech industry customers.

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Tech
75

Choice Hotels Customer Satisfaction vs. Competitors

Compared to its competitors, Choice Hotels's Customer Satisfaction score is rated right above GoDaddy, and is preceded by PetSmart.

COMPANYCustomer Satisfaction (CSAT) Score
Hilton74%
Best Western68%
Marriott64%
IHG63%
PetSmart62%
Choice Hotels38%
GoDaddy16%

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Customer Satisfaction for Other Travel and Hospitality Brands

In the Travel and Hospitality industry, Choice Hotels's Customer Satisfaction score is rated right below Chipotle.

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In-N-Out Burger's Logo
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Delta Air Lines' Logo
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Choice Hotels Customer Service

2.6/5

Choice Hotels has an overall Customer Service score of 2.6 out of 5 stars rated by its users and customers.

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About Choice Hotels's Customer Service

Address

915 Meeting St, Bethesda, MD 20852


Website

http://www.choicehotels.com/


Phone Number

(301) 592-5000

Quick Insights into Choice Hotels Customer Service

Choice Hotels's Customer Service score was rated highest by customers ages 18-25, and rated lowest by customers ages 61-65.

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Ranked Choice Hotels Customer Service the Highest

18-25
4.8
African American/Black
4.3
2 to 5 Years
4

Ranked Choice Hotels Customer Service the Lowest

Male
1.9
Other
1.7
61-65
1.6

Choice Hotels Customer Service Score by Gender

Female customers rated Choice Hotels's Customer Service score 1.5 stars higher than Male customers.

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Male

1.9/5

Female

3.4/5

Choice Hotels Customer Service Score by Ethnicity

Choice Hotels's Customer Service score was rated the highest by African American/Black customers, and the lowest by Other customers.

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0
20
40
60
80
100
Caucasian
1.8
Caucasian1.8
African American/Black
4.3
African American/Black4.3
Other
1.7
Other1.7

Choice Hotels Customer Service Score by Age

Choice Hotels's Customer Service score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.

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0
20
40
60
80
100
18-25
4.8
18-254.8
41-45
2.9
41-452.9
56-60
2.1
56-602.1
61-65
1.6
61-651.6
66+
2.8
66+2.8

Choice Hotels Customer Service Score by Usage

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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Less than 1 Year
1.9
2 to 5 Years
4
5 to 10 Years
2
Over 10 Years
2.9

Choice Hotels Customer Service Score by Industry

Choice Hotels's Customer Service score was rated 3.2 stars by Tech industry customers.

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Tech
3.2

Choice Hotels Customer Service vs. Competitors

Compared to its competitors, Choice Hotels's Customer Service score is rated right above GoDaddy, and is preceded by Best Western.

COMPANYCustomer Service Score
Hilton3.8/5
IHG3.5/5
PetSmart3.5/5
Marriott3.4/5
Best Western3.3/5
Choice Hotels2.6/5
GoDaddy1.6/5

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Customer Service for Other Travel and Hospitality Brands

In the Travel and Hospitality industry, Choice Hotels's Customer Service score is rated right below Dunkin'.

COMPANYCustomer Service Score
In-N-Out Burger4.5/5
Southwest Airlines4.1/5
Starbucks4.1/5
Delta Air Lines4/5
Ritz-Carlton4/5
Chipotle3.6/5
Airbnb3.5/5
Dunkin'3.4/5
Choice Hotels2.6/5

Unlock Choice Hotels Customer Service vs. Companies in Travel and Hospitality Data

Choice Hotels' Logo
VS
In-N-Out Burger's Logo
Southwest Airlines' Logo
Starbucks' Logo
Delta Air Lines' Logo
Ritz-Carlton's Logo
Chipotle's Logo
Airbnb's Logo
Dunkin' Logo

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Choice Hotels as an Employer

4.6/5

Choice Hotels has a 4.6/5 stars for its overall company culture rated by their employees

  Choice Hotels CEO
top
5%
CEO of Choice Hotels

In the Top 5% of Similar Sized Companies on Comparably.

Consumer vs. 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.

Net Promoter Score

-29
NPS Score
33%Promoters
5%Passive
62%Detractors

Employee Net Promoter Score

43
eNPS Score
56%Promoters
31%Passive
13%Detractors

Global Ranking Snapshot

Choice Hotels is ranked #461 in the Global Top 100 Brands. It ranks just behind Vista and just ahead of Blackbaud.

RANKCOMPANYCEOINDUSTRY
459
Equinox  Equinox CEO
Harvey Spevak
Health and Wellness
460
Vista  Vista CEO
Florian Baumgartner
Retail
461
Choice Hotels  Choice Hotels CEO
Patrick Pacious
Travel and Hospitality
462
Blackbaud  Blackbaud CEO
Michael Gianoni
Tech
463
Topshop  Topshop CEO
Ian Grabiner
Retail
464
Silicon Valley Bank  Silicon Valley Bank CEO
Gregory Becker
Banking and Financial Services
465
ClassPass  ClassPass CEO
Fritz Lanman
Health and Wellness

Travel and Hospitality Ranking Snapshot

Choice Hotels is ranked #31 in the Travel and Hospitality Industry. It ranks just behind Princess Cruises and just ahead of West Marine.

RANKCOMPANYLocation
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