Choice Hotel's Mobile Marketing Playbook


If the mobile app world had a homecoming queen, we’d probably nominate travel apps. (Stay with us.) They’re so popular that they experience the lowest percentage of the 3-month churn that plagues other types of apps. And according to TripAdvisor, 42% of users worldwide use mobile devices to plan and book their trips. There’s plenty of potential users out there--and plenty of apps competing to get their attention. Without the kind of personalized experience users have come to expect, it’s easy for travelers to default to the online travel agent apps that have saturated app stores.


Here’s the really good news: your app marketing can create the kind of targeted experience your users want--the kind that results in long-term, loyal users.  We're going to cover which mobile marketing campaigns benefit travel apps like yours the most, and how to get started.  

But first? To guide your thinking throughout this eBook, we wanted to kick things off on a more personal level. Our team did a quick assessment of Choice Hotel's app, and here are our key findings:

The Good:

  1. Your in-app Choice Privilege card is convenient and provides an incentive for guests to use your app
  2. Your integration with Apple Wallets creates a seamless transactional experience
  3. You're effectively utilizing push notifications to engage with guests during their stay

Where You Could Improve:

1. Gradual permission requests: Currently, you are requesting all your permissions from users up front. This can feel jarring to a new user and as a result, they may opt-out. Consider tying in opt-in requests to a rich on-boarding experience that clearly outlines the benefit to opting in to the user. In addition, don't request all permissions out of the gate. Wait for a user to engage and familiarize themselves with your app a few times and then request. 

Want more information about permission requests? Check out our "Permission To Push" blog

2. App onboarding process: Currently, Choice Hotel doesn't have an onboarding process which is detrimental to app retention. The onboarding process is a user's first impression of you app, and ensures they understand you app's value and functionality. In fact, we have found that user retention rates increased by 50% after implementing a solid onboarding process. 

Looking to learn more about effective onboarding? Check out our "App Onboarding 101" blog

3. Mobile Marketing Optimization: When we went through booking a hotel on Choice Hotel's app, we didn’t encounter any in-app messaging or receive any push notifications. Push and in-app messaging have both proven their weight in mobile marketing gold and have proven to be effective in mobile engagement, retention and conversion. The catch? You need to do it right. Putting together a solid mobile marketing strategy is an integral part of growing your app, so let's fix this together. 

Need more convincing about push & in-app? Check out our "6 Stats That Prove How Crucial Push & In-App Messaging Are to Your App's Success" blog.