Choice Hotels International Unveils Multi-Channel Campaign Starring Keegan-Michael Key

Choice Hotels International has introduced a new global marketing campaign centered on travel values, launching January 20 and running throughout 2026.

Choice Hotels International has announced the launch of its latest global marketing campaign, which will focus on the concept of travel values and how travelers define value in 2026. The campaign, developed in collaboration with creative agency 72andSunny New York, media agency dentsu X, and actor Keegan-Michael Key, will begin airing on January 20.

The campaign will be distributed across multiple channels, including television, connected TV, digital, and social media platforms. Commercials will be produced in 30- and 15-second formats and will be featured on entertainment and sports channels, including college basketball broadcasts. In addition, the campaign will appear on Choice Hotels’ and Keegan-Michael Key’s social media accounts, with platforms including Facebook, Instagram, Pinterest, Snap, and TikTok.

This marks the third year of collaboration between Choice Hotels International and Keegan-Michael Key. The campaign aims to address travelers’ evolving priorities, focusing on how value is interpreted differently by various guests. The initiative highlights several Choice Hotels brands, including Comfort and Cambria, to illustrate the range of options available for different travel needs.

The campaign also features the Choice Privileges rewards program, which has recently introduced a new rewards experience. According to the company, the updated program allows members to earn rewards more frequently, achieve Elite status faster, and access additional benefits. The program is available at over 7,000 properties in 46 countries and territories.

Choice Hotels International stated that the campaign is designed to reflect current travel trends, with consumers seeking to maximize their travel budgets and experiences. The campaign’s messaging will emphasize the variety of travel styles and priorities supported by the company’s portfolio.

The new campaign will run throughout 2026 and is intended to reach a broad audience through both traditional and digital media channels. No further details on campaign duration or additional markets were provided in the announcement.