Here are 1-2 brief analogies to describe Choice Hotels International (CHH):

• A Marriott or Hilton, but focused on the mid-scale and economy hotel market.
• The McDonald's of hotels, in that it primarily franchises its various hotel brands to independent owners rather than owning the hotels themselves.

• Hotel Franchising: Licensing its portfolio of hotel brands, operational systems, and support services to independent hotel owners.
• Centralized Reservation & Loyalty Programs: Providing franchisees access to a global reservation system and the Choice Privileges loyalty program to drive bookings and customer retention.
• Marketing & Advertising Services: Developing and executing national and international marketing campaigns to promote its brands and increase guest demand for franchised hotels.

Choice Hotels International (symbol: CHH) primarily sells to **other companies**.

Choice Hotels operates predominantly as a franchisor. Its major customers are the **independent hotel owners and operators (franchisees)** who license Choice Hotels' brands (such as Comfort, Quality, Clarion, Econo Lodge, Cambria, Radisson, etc.), utilize its central reservation systems, and benefit from its marketing and operational support.

These franchisees pay various fees to Choice Hotels International, including initial franchise fees, recurring royalty fees, marketing fees, and reservation system fees.

Due to the highly fragmented nature of the hotel ownership landscape and Choice Hotels' business model:

• It is not possible to identify a few "major customer companies" in the traditional sense that are public entities and account for a significant portion of Choice Hotels International's revenue.
• Choice Hotels' revenue is derived from thousands of franchisees globally, most of whom are private companies, smaller ownership groups, or individual developers.
• No single franchisee or a small group of franchisees represents a concentration risk or a dominant customer for Choice Hotels International, making a specific list of major public customer companies with symbols unfeasible.

• Amazon.com, Inc. (Symbol: AMZN) - For Amazon Web Services (AWS) cloud infrastructure, which hosts Choice Hotels' core reservation system and other critical IT services.

Patrick Pacious President and Chief Executive Officer

Patrick Pacious joined Choice Hotels in 2005 and was appointed CEO in 2017. Before becoming CEO, he held the roles of President and Chief Operating Officer. Prior to his tenure at Choice Hotels, Mr. Pacious worked in senior management consulting positions with BearingPoint Inc. and Arthur Andersen Business Consulting LLP, where he provided consulting services to several major hospitality companies, including Choice. He served as a U.S. Navy officer in surface warfare and strategic planning from 1987 to 1993. As CEO, he has overseen significant acquisitions, including WoodSpring Suites in 2018 and Radisson Hotels Americas in 2022. He also led the launch of new brands such as Everhome Suites (2020) and Clarion Pointe (2018).

Scott Oaksmith Chief Financial Officer

Scott Oaksmith was appointed Chief Financial Officer of Choice Hotels International in September 2023. He has been with Choice Hotels since 2002, serving in various finance-related roles with increasing responsibilities. Prior to his current role, he held positions such as Senior Vice President and Deputy Chief Financial Officer, Senior Vice President of Real Estate & Finance (2020-2023), and Senior Vice President of Finance and Chief Accounting Officer (2016-2020). Before joining Choice, Mr. Oaksmith worked in accounting and consulting at American Express Tax and Business Services, Inc. and its predecessor, Wolfpoff & Company, LLP.

Dominic Dragisich Executive Vice President, Operations and Chief Global Brand Officer

Dominic Dragisich joined Choice Hotels in 2017 as Chief Financial Officer and transitioned to his current role in August 2023. Before joining Choice Hotels, he served as Chief Financial Officer at XO Communications, a telecommunications services provider. In that role, he oversaw all financial operations and played a lead role in the company's eventual sale to Verizon Communications, Inc. Mr. Dragisich's earlier career includes senior finance and operational roles at Marriott International, NII Holdings, and Deloitte Consulting.

Raul Ramirez Chief Segment and International Operations Officer

Raul Ramirez joined Choice Hotels in 2017. He previously held the title of Chief Strategy and International Operations Officer. At Choice, he has been instrumental in leading the integration of the Radisson Americas brands and WoodSpring Suites. Prior to joining Choice, Mr. Ramirez held senior finance and operational leadership positions at Verizon, XO Communications, and Nextel International (NII Holdings), and supported merger and acquisition activities at XO Communications.

John Lancaster Vice President, Emerging Markets Franchise Development and Owner Relations

John Lancaster has been with Choice Hotels since 2011, holding various roles including Regional Vice President of Franchise Development and Director of Global Sales Sourcing and Solutions. In his current role, he leads initiatives aimed at increasing hotel ownership opportunities for underrepresented populations through Choice's emerging markets franchise development program. Before joining Choice Hotels, Mr. Lancaster gained extensive on-property hotel experience, serving as Director of Marketing and General Manager at multiple properties, and held leadership positions at Crescent Hotels and Resorts and Marriott International. He was also instrumental in establishing HERtels by Choice, a program focused on women's entrepreneurship.

• Disruptive Growth of Alternative Accommodations

  Platforms like Airbnb and VRBO continue to expand their market share, professionalize operations, and attract a broader range of travelers, including those who traditionally would have opted for economy and midscale hotels (Choice Hotels' core market). This includes demand for longer stays, group travel, and the desire for local or unique experiences. This expanding competition puts ongoing pressure on pricing, occupancy rates, and market share for Choice Hotels' franchised properties.

• Increasing Disintermediation by Search Engines and Meta-OTAs

  The growing dominance of platforms like Google Hotels in the travel search and booking funnel represents an emerging threat. Google's increasing ability to aggregate hotel offerings, enable direct bookings on its own platform, and prioritize search results based on its algorithms can diminish the visibility and direct booking power of traditional hotel brands like Choice Hotels. This can make their loyalty programs and brand websites less central to the booking process, potentially increasing customer acquisition costs for franchisees and eroding long-term brand equity.

Choice Hotels International (CHH) primarily operates as a hotel franchisor, offering a diverse portfolio of brands across the upscale, midscale, extended-stay, and economy segments. The company also develops and sells cloud-based technology products, such as inventory management and pricing tools, to hoteliers.

Addressable Market Sizes:

• Global Hotel & Hospitality Market: The global hospitality market was valued at approximately $4.9 trillion in 2024 and $5.24 trillion in 2024, projected to grow to $5.52 trillion in 2025. The overall Hotels Market size was valued at USD 1071.49 billion in 2024 and is expected to reach nearly USD 2166.55 billion by 2032. Another estimate placed the global hotels and resorts market size at $1.7 trillion in 2024.
• U.S. Hotel & Hospitality Market: The U.S. hotels market size was estimated at USD 263.21 billion in 2024 and is projected to reach USD 280.63 billion in 2025. The U.S. Hotels & Motels industry is valued at $286.5 billion in 2025. The United States hospitality market size was valued at USD 223.93 billion in 2024 and is projected to reach USD 250.45 billion by 2032.
• Global Hotel Franchise Market: The global hotel franchise market was valued at USD 36.7 billion in 2023 and USD 37.02 billion in 2023, with projections to reach USD 77.16 billion by 2033. Another estimate valued the global market at US$38.3 billion in 2024, expected to reach US$54.8 billion by 2030. More recently, the Hotel Franchise Market Size was valued at USD 46.31 billion in 2024 and is projected to reach USD 83.83 billion by 2032.
• North America Hotel Franchise Market: North America accounted for 35% of the hotel franchise market revenue share in 2023 and emerged as the most prominent global hotel franchise market with a 38.16% market revenue share in 2023. The U.S. hotel franchises market is estimated at US$10.4 billion in 2024.
• Global Midscale Hotel Market: The global midscale hotel market size was valued at USD 115.2 billion in 2024 and is projected to reach USD 210.3 billion by 2033. North America's midscale hotel market was valued at USD 32.4 billion in 2024.
• Global Economy Hotel Market: The global Economy Hotels Market size was valued at USD 134 billion in 2024 and is expected to grow to USD 140.7 billion in 2025. North America dominates this market, with a valuation of USD 45 billion in 2024, projected to reach USD 70 billion in 2035.
• Global Extended Stay Hotel Market: The global extended-stay hotel market is expected to reach $62.8 billion in 2025 and grow to approximately $143.2 billion by 2035.
• North America Hotel and Hospitality Management Software Market: This market generated a revenue of USD 1,436.8 million in 2024 and is expected to reach a projected revenue of US$2,082.3 million by 2030.

Choice Hotels International (CHH) is expected to drive future revenue growth over the next two to three years through several key strategies:

1. International Expansion and Increased Direct Franchising: Choice Hotels is aggressively pursuing growth in international markets with a stated goal to double international adjusted EBITDA by 2027. This includes expanding its presence in regions such as EMEA and Latin America, and transitioning to direct franchising models in key markets like Canada. The company has also entered new markets, including Argentina and Australia, and anticipates significant growth in its international rooms portfolio.
2. Growth in Higher-Revenue Segments: The company is focused on expanding its portfolio in "higher-revenue" segments, specifically upscale, extended stay, and midscale brands. This strategy includes increasing global net rooms in these segments, which have demonstrated robust performance and higher revenues per hotel. Choice Hotels' development pipeline is heavily concentrated in these accretive segments, indicating continued unit growth.
3. Increased Effective Royalty Rate: Choice Hotels consistently identifies its effective royalty rate as a significant contributor to revenue growth. Management expects this rate to continue to increase in the mid-single digits, directly impacting the company's overall adjusted EBITDA.
4. Enhancement of Loyalty Program and Ancillary Revenue Streams: The company is investing in technology and enhancing its loyalty program, Choice Privileges, with new benefits set to launch. These initiatives aim to streamline franchisee operations and boost direct bookings, thereby increasing customer engagement and driving revenue. Additionally, Choice Hotels emphasizes the growth of "partnership services and fees" and other "non-RevPAR dependent programs" as important ancillary revenue streams.

Share Repurchases

• In 2024, Choice Hotels International repurchased 3.1 million shares of common stock for $382.1 million.
• In 2023, the company repurchased 2.9 million shares for $365.9 million.
• The Board of Directors approved an increase in the share repurchase authorization by 5 million shares in March 2024, and as of March 31, 2025, approximately 3.4 million shares remained authorized for repurchase.

Share Issuance

• No significant share issuance has been reported; instead, the number of shares outstanding has generally decreased from approximately 56.17 million in 2020 to 46.43 million in October 2025 due to repurchases.

Outbound Investments

• In August 2022, Choice Hotels acquired Radisson Hotels Americas, adding nine brands, over 600 hotels, and approximately 67,000 rooms in the United States, Latin America, the Caribbean, and Canada.
• In July 2025, the company acquired the remaining 50% stake in Choice Hotels Canada from InnVest Hotels for approximately $112 million, transitioning to a fully direct franchising model in Canada.
• In July 2024, Choice Hotels fully divested its remaining shares in Wyndham Hotels and Resorts Inc. for approximately $91 million.

Capital Expenditures

• Estimated capital expenditures were $145.9 million in 2024 and $116.3 million in 2023.
• Expected capital expenditures for 2025 are $136.8 million.
• These expenditures support strategic investments in technology and brand expansion.