Growing loyalty program, robust revenue management and continued regional expansion drive Choice Hotels Asia-Pac’s third quarter performance.
Choice Hotels Asia-Pac delivered healthy third quarter results with record-breaking sign-ups to the Choice Privileges™ loyalty program and continued year-on-year growth across key metrics.
Australian figures for revenue per available room (RevPAR) and average daily rates (ADR) were both up 7 per cent versus the same period in 2022. In New Zealand, Q3 RevPAR was up 7 per cent versus the same period last year, with ADRs for the quarter up 10 per cent. Choice’s revenue management program continues to deliver strong results for franchisees with the RevPAR of properties utilising the service leading non-revenue managed properties by 18 per cent for the quarter. RevPAR of revenue managed properties in New Zealand lead non-revenue managed properties by 10 per cent.
Choice Privileges enjoyed its strongest quarter for sign-ups in Asia-Pac on record, with more than 100, 000 members joining the program through the successful integration of the Radisson Rewards Americas program into Choice Privileges. This follows Choice Hotel International’s acquisition of Radisson Hotel Group Americas in 2022.
This year’s Q3 is the strongest quarter for Choice Privileges enrolments since 2016 — up 20 per cent versus the same period last year and 19 per cent on the second quarter of 2023 — bringing the total number of members to 674,000 in Asia-Pac and 63 million globally.
Choice Hotels International’s award-winning loyalty program Choice Privileges enables guests to earn and redeem points for stays at Choice’s 7,500 properties globally. Members are rewarded before, during and after their stay with access to discounted rates, late checkout, and redeemable points with high-profile partners like United Petroleum, Qantas and Velocity. Choice Hotels Asia-Pac CEO Trent Fraser said the strong Choice Privileges results speak to the energy and commitment the organisation and the group’s franchisees have brought to further developing the program.
“We’re continuing to see the efforts we’ve put into nurturing Choice Privileges pay off over the course of this year resulting in more loyal guests staying more often” Mr Fraser said. “We’re expecting the strength of the program to be reinforced even more by our Where Would 1,000,000 Points Take You? promotion— especially when one lucky member wins one million Choice Privileges points.”
Choice has further strengthened its delivery of corporate travel this quarter, up 4 per cent from last quarter, and 13 per cent on 2022. Direct online bookings also continued their 2023 climb, up 9 per cent on the same quarter last year and more than 17 per cent ahead of their year-to-date 30 September figure versus 2022.
“We’ve successfully struck the balance this quarter,” Mr Fraser said, “the growth we’ve continued to enjoy in Q3 speaks to our team’s established expertise in consistently delivering business results for franchisees while also growing our brand footprint.”
“Growth in our regional stronghold continued to be a priority for us,” added Mr Fraser, “and this quarter saw us welcome six new regional and coastal NSW properties to our portfolio.”
Each of the group’s new additions are a collaboration with a third-party management company, giving owners the confidence of day-to-day management expertise and leveraging Choice’s strong branding, marketing and franchise support services. With the Regional Accommodation Group, Choice welcomed four properties The Quarters, Ascend Hotel Collection in Forresters Beach, Econo Lodge Gateway in Tamworth; Comfort Inn Bishops Lodge in Hay; and Comfort Inn Waters Edge in Port Macquarie, and two properties with Gatehouse Management Comfort Inn Clubarham and Comfort Suites Clubarham Golf Resort, both in Barham.