�Our licensees are now dealing with new challenges due to a sudden downturn in the hospitality industry. While many other hotel chains are cutting back on expenditures, we believe it is our responsibility to be pro-active in helping our licensees continue to grow their businesses in these difficult times,� said Gary Decatur, president and CEO, Choice Hotels Canada.

To assist its more than 250 properties across Canada, Choice is rolling out a strategic plan encompassing sales, marketing and communications.  

The company launched a series of sales and marketing workshops that are being held at locations across Canada. �We want to teach our licensees how to increase business at the local level. These workshops are designed to give our licensees the tools they need to drive business into their properties,� said Katrina Sagan, executive director of marketing, CHC.

Choice is currently undergoing a re-imaging program in order to update its appearance and differentiate its product in a competitive market. Special pricing was negotiated with vendors to increase cost-effectiveness. As well, licensees were given the opportunity to take part in a special interest-free loan program. 

A new television ad campaign, which is currently on-air was adapted from the U.S campaign and then amended to include information about CHC�s donation program�a chain-wide effort that aims to raise up to $200,000 to aid victims of the terrorist attacks. �By tagging onto Choice Hotel International�s campaign, we are able to get a bigger bang for our marketing dollars and spend more money on our media buy. This is hugely beneficial to our licensees,� said David Beers, executive director of marketing. �It was very important to all of us at Choice Canada to show our support for the Canadian Red Cross - U.S.A. Appeal and we�re proud to have a campaign encouraging other to give as well.�

Choice executives are currently on the road holding Town Hall Meetings with licensees. The meetings are designed to open the lines of communication.  �This is our second round of Town Hall meetings. They have proven to be incredibly successful because they enable us to hear first hand what works and what doesn�t for our partners. Many of the initiatives we undertake are a direct result of these meetings,� said Decatur.

Choice Hotels Canada is the leading hotel chain in the country with more than 250 hotels representing seven brands from coast to coast, including Clarion, Quality, Comfort, Comfort Suites, Sleep Inn, Econo Lodge, Rodeway and Mainstay Suites. Choice Canada is part of Choice Hotels International, which has 5,000 properties across North America, Europe, Asia, the Caribbean and Australia.