Choice Hotels Formally Enters the Direct Booking Wars

Deanna Ting

May 11th, 2016 at 7:30 AM EDT

Photo Credit: The Sleep Inn & Suites in Jasper, Alabama. Choice Hotels

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We knew this day would come.

Five days after Choice Hotels International CEO Stephen P. Joyce and CFO David White said the company would embrace direct bookings, the company kept to their executives' promise on May 10. Later this summer, Choice Hotels will begin to offer a new exclusive hotel rate, supported by the company's best-price guarantee, for Choice Privileges members who book direct on ChoiceHotels.com and the company's mobile app. Chief Commercial Officer Robert McDowell made the announcement to Choice Hotels franchisees at the start of the company's annual conv

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