Curious about What Did Choice Hotels Used to Be Called? This question sparks an exploration into the company’s fascinating evolution from a small motel cooperative to a global hospitality leader. From its origins as Quality Courts United to its modern identity, each name change reflects strategic growth and a commitment to quality.
Whether you’re a traveler using the choiceADVANTAGE login system or a franchisee, understanding this rebranding history highlights how Choice Hotels became a trusted name in diverse, high-quality accommodations worldwide.
What was the former name of Choice Hotels?
The question, “What Did Choice Hotels Used to Be Called?”, leads us to the company’s origins and its journey through multiple name changes. Choice Hotels began as a small cooperative and grew into one of the world’s largest hotel franchisors. Below, we trace its original name of Choice Hotels International and the transformations that followed.
The Original Name: Quality Courts United (1939–1963)
Choice Hotels started with a different identity that laid the foundation for its success. Here’s how it began:
- Founding in 1939: The company was established as Quality Courts United, Inc., a nonprofit referral chain formed by seven motel owners in Florida. Their goal was to create a network of motels with consistent quality standards, such as air conditioning, telephones, and clean facilities, to improve the reputation of roadside lodging.
- Purpose: This cooperative aimed to refer business among members and ensure high standards, countering the negative perception of motels at the time.
- Growth: By the early 1960s, Quality Courts United had grown to approximately 600 member motels, primarily east of the Mississippi River.
This initial name reflected the company’s focus on quality and collaboration among independent motel owners.
Transition to Quality Courts Motels, Inc. (1963–1968)
As the company expanded, its structure and goals evolved, prompting its first name change. Here’s what happened:
- Incorporation in 1963: Quality Courts United became a for-profit corporation and changed its name to Quality Courts Motels, Inc.. This shift allowed the company to offer franchises and leverage financial resources for growth.
- Reason for Change: The move to a for-profit model was driven by the need to fund expansion and formalize franchising operations, with Stewart Bainum playing a key role in this restructuring.
- Impact: The new name emphasized the company’s focus on motels while maintaining its commitment to quality standards.
This rebranding marked the company’s shift from a cooperative to a formal franchising business.
Becoming Quality Inns International, Inc. (1968–1990)
The next name change reflected the company’s growing ambitions and diversification. Key details include:
- Name Change in 1968: The company rebranded to Quality Inns International, Inc. to highlight its focus on quality accommodations and its expanding international presence.
- Strategic Shift: This period saw the company move toward a company-owned model to ensure consistent service across properties. It also began acquiring brands like Comfort Inn (1981) and expanding internationally, including markets like England and India.
- Why the Change?: The addition of “International” signaled the company’s global aspirations, while “Inns” reflected a broader range of lodging options beyond motels.
This name better captured the company’s growing portfolio and global reach.
The Shift to Choice Hotels International, Inc. (1990–2019)
In 1990, the company adopted a name that would become its most enduring identity. Here’s the story:
- Name Change in 1990: Quality Inns International became Choice Hotels International, Inc., a name that reflected its diverse portfolio of brands, including Clarion, Comfort, Sleep, Econo Lodge, Rodeway, and Friendship (later phased out).
- Reasons for Rebranding: The former name of Choice Hotels, Quality Inns International, no longer fully represented the company’s diverse offerings. The new name emphasized the “choice” of multiple brands for different market segments, from economy to upscale. It also underscored its international growth, with franchises in Europe, South America, and beyond.
- Key Developments: The 1990s saw rapid expansion, including acquisitions like Econo Lodge and Rodeway Inn (1990) and the launch of MainStay Suites (1996). The company also became publicly traded in 1997 after spinning off from Manor Care.
This rebranding aligned the company’s identity with its broad range of lodging options and global footprint.
Simplifying to Choice Hotels, Inc. (2019–Present)
The most recent name change streamlined the company’s identity for modern audiences. Here’s what happened:
- Name Change in 2019: The company dropped “International” from its name, becoming Choice Hotels, Inc.. This change simplified the brand while maintaining its global focus.
- Why Did Choice Hotels Change Its Name?: The rebranding was driven by market research to create a simpler, more memorable name that resonated with customers. Dropping “International” presented a cohesive brand image, emphasizing quality and choice across its 22 brands, including Radisson brands in the Americas (acquired in 2022). It also included a modernized logo and visual identity.
- Impact: The shorter name reinforced the company’s reputation as a trusted provider of diverse, high-quality accommodations in over 40 countries.
This final rebranding made the company’s identity more accessible and aligned with its global presence.
Timeline of Name Changes
The following table summarizes the former name of Choice Hotels and its evolution:
| Year | Name | Key Reason for Change |
|---|---|---|
| 1939 | Quality Courts United, Inc. | Founded as a nonprofit motel referral chain to ensure quality standards. |
| 1963 | Quality Courts Motels, Inc. | Became a for-profit corporation to support franchising and growth. |
| 1968 | Quality Inns International, Inc. | Reflected international expansion and a shift to broader lodging options. |
| 1990 | Choice Hotels International, Inc. | Highlighted diverse brand portfolio and global presence. |
| 2019 | Choice Hotels, Inc. | Simplified brand identity for accessibility and modern appeal, dropping “International.” |
This timeline shows how each name change aligned with the company’s strategic goals.
Why Did Choice Hotels Change Its Name Over Time?
The reasons why Choice Hotels changed its name are tied to its growth and market positioning. Each rebrand addressed specific needs:
- Standardization and Growth (1963): Moving from a nonprofit to a for-profit model allowed Quality Courts to scale through franchising.
- Global Expansion (1968): The shift to Quality Inns International reflected the company’s entry into international markets and its broader lodging offerings.
- Brand Diversity (1990): The adoption of Choice Hotels International highlighted the company’s multiple brands catering to various market segments, from budget to upscale.
- Simplification and Modernity (2019): Dropping “International” created a concise, memorable name that emphasized choice and quality while aligning with a modernized visual identity.
Each change was strategic, ensuring the name reflected the company’s evolving mission and market presence.
Link Between the Old Name and Modern Identity
The original name of Choice Hotels International, Quality Courts United, laid the groundwork for its modern identity. Here’s how the past connects to the present:
- Commitment to Quality: Quality Courts United’s focus on consistent standards, like air conditioning and clean facilities, remains a core value. Today, Choice Hotels ensures quality through franchise inspections and brand standards across its 7,500+ hotels.
- Diverse Offerings: The cooperative model of referring business evolved into a franchise system with 22 brands, from economy (Econo Lodge) to upscale (Cambria Hotels), reflecting the “choice” in its current name.
- Innovation Legacy: Quality Courts United pioneered industry standards like guaranteed reservations and 24-hour desk service. Choice Hotels continues this with innovations like the first iPhone hotel app and a cloud-based property management system.
- Global Reach: The international focus that began with Quality Inns International in 1968 continues today, with franchises in over 40 countries, including recent acquisitions like Radisson Hotels Americas.
The modern Choice Hotels, Inc. builds on its original mission of quality and collaboration, now offering a wide range of lodging options worldwide.
The journey from Quality Courts United to Choice Hotels, Inc. reflects a company adapting to growth, diversification, and global markets. Each name change—from Quality Courts Motels to Quality Inns International to Choice Hotels International and finally Choice Hotels—was driven by strategic goals, from standardizing quality to emphasizing brand diversity and accessibility.
The former name of Choice Hotels and its evolution highlight a legacy of innovation and customer focus that continues to define its modern identity as a global hospitality leader.
Understanding the Choice Hotels Rebranding
The journey of Choice Hotels rebranding reflects a strategic evolution to align with global ambitions and market demands. This section explores the reasons behind the rebranding, the significance of the name change of Choice Hotels, and what the new name represented at the time.
Why the Name Changed – Rebranding Strategy
The name change of Choice Hotels was a pivotal moment in the company’s history, driven by a clear rebranding strategy. Below, we delve into the key factors that prompted this transformation.
Rebranding Reasons: Market Expansion and International Goals
The decision to rebrand was rooted in Choice Hotels’ desire to expand its footprint and appeal to a global audience. Here are the primary reasons for the corporate rebranding in hospitality:
- Global Market Expansion: By 2019, Choice Hotels operated in over 40 countries, with a strong presence in North America, Europe, and the Asia-Pacific region. The original name, Quality Inns International, no longer fully captured the company’s diverse portfolio and global reach.
- Simplifying Brand Identity: Dropping “International” from the name to become simply Choice Hotels aimed to create a more cohesive and memorable brand. This made it easier for consumers worldwide to recognize and trust the brand.
- Aligning with Core Values: The rebranding emphasized providing quality accommodations across various market segments, from economy to upscale, catering to travelers seeking both comfort and value.
- Positioning in the Mid-Market Segment: The new name reinforced Choice Hotels’ focus on the mid-market segment, balancing affordability and quality to appeal to a broader audience.
| Rebranding Factor | Description |
|---|---|
| Global Market Expansion | Expanded operations in over 40 countries, necessitating a globally relevant name. |
| Simplified Brand Identity | A shorter, memorable name to enhance consumer recognition. |
| Alignment with Core Values | Emphasized quality and value across diverse hotel brands. |
| Mid-Market Positioning | Targeted travelers seeking affordable yet comfortable accommodations. |
Importance of the Name “Choice Hotels International”
The name “Choice Hotels International” held significant meaning during its tenure. This section highlights why it was chosen and its impact on the company’s identity.
What Did Choice Hotels Used to Be Called?
Before adopting the name Choice Hotels, the company was known as Quality Inns International. Originally founded in 1939 as Quality Courts United, a nonprofit referral chain of seven motels in Florida, it became Quality Courts Motels, Inc. in 1963 after transitioning to a for-profit model. In 1972, it rebranded to Quality Inns International to reflect its growing global presence. The shift to Choice Hotels International in 1990 was a strategic move to represent the company’s diverse portfolio of brands, which by then included Comfort Inn, Econo Lodge, and Rodeway Inn, among others.
Significance of the Name
The name “Choice Hotels International” was carefully chosen to reflect the company’s evolution:
- Diverse Brand Portfolio: The word “Choice” highlighted the variety of hotel brands under its umbrella, catering to different traveler needs, from budget to upscale.
- Global Presence: “International” underscored the company’s operations across multiple countries, signaling its ambition to be a global hospitality leader.
- Franchisee Focus: The name emphasized support for franchisees, offering them a range of brands to operate under a unified corporate identity.
| Aspect of Name | Significance |
|---|---|
| “Choice” | Reflected the variety of hotel brands for different traveler preferences. |
| “International” | Highlighted global operations in over 40 countries. |
| Franchisee Support | Emphasized a strong business model for franchisees. |
What the New Name Represented at the Time
In 2019, Choice Hotels underwent a significant corporate rebranding in hospitality by simplifying its name to “Choice Hotels.” This section explores the meaning behind this change.
A New Era of Simplicity and Global Focus
The transition to “Choice Hotels” in 2019 marked a new chapter for the company:
- Unified Brand Image: Dropping “International” created a streamlined, approachable name that resonated with a global audience while maintaining brand consistency.
- Commitment to Hospitality: The new name reinforced the company’s mission to provide welcoming, affordable, and comfortable accommodations worldwide.
- Adaptability and Innovation: The rebranding aligned with Choice Hotels’ focus on digital innovation, such as the launch of choiceEDGE in 2018, a cloud-based reservations platform, to enhance guest experiences.
- Consumer Accessibility: A simpler name made it easier for travelers to remember and trust the brand, strengthening its position in the competitive hospitality market.
This rebranding was not just a name change but a strategic move to position Choice Hotels as a leader in the global hospitality industry, adaptable to changing consumer needs.
The Choice Hotels rebranding from Quality Inns International to Choice Hotels International, and later to Choice Hotels, reflects a strategic evolution driven by market expansion and global ambitions.
The name changes underscored the company’s commitment to a diverse portfolio, franchisee support, and a unified, consumer-friendly brand identity. By simplifying its name in 2019, Choice Hotels solidified its position as a trusted, innovative leader in the hospitality industry, ready to meet the needs of travelers worldwide.
Impact of Choice Hotels Name Change
The evolution of Choice Hotels from its origins to its current status as a global hospitality leader reflects strategic branding decisions. This section explores the impact of Choice Hotels name change, its growth, and its global and franchise expansion.
What was Choice Hotels previously known as?
Choice Hotels has undergone several name changes, reflecting its growth and strategic shifts. Understanding its past names provides context for its current identity.
- Original Name: Founded in 1939 as Quality Courts United, Inc., a nonprofit referral chain of seven motels in Florida, it focused on quality standards like air conditioning and telephones.
- Transition to Quality Inns: In 1963, it became a for-profit entity named Quality Courts Motels, Inc., and by 1972, it was renamed Quality Inns International to reflect its growing global presence.
- Final Rebranding: In 1990, the company adopted the name Choice Hotels International, Inc., to encompass its diverse portfolio of brands. In 2019, it simplified to Choice Hotels, dropping “International” to streamline its brand identity.
This rebranding aligned with the company’s vision to connect with a broader audience and emphasize hospitality.
Public Perception Post-Name Change
The shift to Choice Hotels in 2019 aimed to create a more emotional connection with guests and franchisees. This section examines how the public responded to this change.
- Brand Simplification: Dropping “International” made the brand more approachable, emphasizing its commitment to making guests feel “welcome, wanted, and respected.”
- Consumer Response: The new identity was well-received, with the Choice Privileges loyalty program growing to over 700,000 members in the Asia-Pacific region alone, driving a 20% contribution to the company’s revenue in that region.
- Industry Recognition: In 2025, Choice Hotels was named one of America’s Most Responsible Companies by Newsweek, suggesting positive public perception of its rebranding and corporate social responsibility efforts.
The simplified name reinforced Choice Hotels’ focus on accessibility and guest satisfaction, enhancing its reputation.
Market Growth and International Recognition
The Choice Hotels global expansion has been significant, driven by strategic acquisitions and brand diversification. This section highlights its growth trajectory.
- Historical Growth: From 600 member motels in the 1960s to over 7,500 hotels with 650,000 rooms across 46 countries by Q3 2023, Choice Hotels has grown substantially.
- Key Acquisitions:
- 1990: Acquired Rodeway Inn and Econo Lodge, making it the largest hotel franchisor at the time.
- 2018: Purchased WoodSpring Suites, tripling its extended-stay portfolio.
- 2022: Acquired Radisson Hotels Americas for $675 million, expanding its presence in the Americas.
- International Milestones: Expanded into Europe (1970s), Asia-Pacific, and the Middle East, with partnerships like Sercotel in Spain and Zenitude in France doubling its French footprint.
- Financial Performance: In 2024, net income increased 16% to $299.7 million, with a 3.3% global room growth, reflecting strong market performance.
| Year | Key Growth Milestone | Impact |
|---|---|---|
| 1963 | Became Quality Courts Motels, Inc. | Shifted to for-profit, enabling expansion |
| 1990 | Renamed to Choice Hotels International | Reflected diverse brand portfolio |
| 2018 | Acquired WoodSpring Suites | Tripled extended-stay portfolio |
| 2022 | Acquired Radisson Hotels Americas | Strengthened upscale and Americas presence |
The Choice Hotels global expansion has solidified its position as a leading franchisor, with international recognition bolstered by a diverse portfolio and strategic acquisitions.
Effects on Franchise Partnerships
The Choice Hotels franchise growth has been a cornerstone of its success, with the name change enhancing franchisee relationships. This section explores its impact on partnerships.
- Franchise Growth: In 2023, Choice awarded 133 franchise agreements, with a global pipeline of 1,032 properties by year-end.
- Franchisee Support: The name change aligned with initiatives like AI-infused group travel systems and flexible rate management, empowering franchisees to drive revenue.
- Brand Diversification: The shift to Choice Hotels supported a portfolio of 22 brands, from economy (Econo Lodge) to upscale (Radisson Blu), attracting diverse franchisees.
- International Partnerships: Choice Hotels has expanded its global franchise networks through various agreements, including strategic alliances with Sercotel and the acquisition of City Edge in Australia.
While Choice Hotels has a global presence, it’s important to note that Strawberry (formerly Nordic Choice Hotels) operates independently and is not part of a recent direct franchise agreement with Choice Hotels International, unlike the aforementioned partnerships.
Here’s a table showing strategic segmentation of Choice Hotels’ brand portfolio and the specific appeal each listed brand holds for potential or existing franchisees.
| Brand | Segment | Franchise Appeal |
|---|---|---|
| Comfort Inn | Midscale | Affordable, family-friendly, high franchisee demand |
| Radisson Blu | Upscale | Attracts premium franchisees in urban markets |
| MainStay Suites | Extended Stay | Growing segment, appealing for long-term stays |
| Econo Lodge | Economy | Cost-effective for budget-conscious franchisees |
The Choice Hotels franchise growth has been strengthened by the rebranding, fostering trust and expanding opportunities for franchisees worldwide.
The impact of Choice Hotels name change from Quality Courts United to Choice Hotels has been transformative, aligning with its global ambitions and franchise-focused model. The simplified brand identity enhanced public perception, drove Choice Hotels global expansion, and strengthened Choice Hotels franchise growth, positioning it as a leader in the hospitality industry.
Conclusion
The question, What Did Choice Hotels Used to Be Called?, unveils a remarkable journey of rebranding and growth. From Quality Courts United to Choice Hotels, each name change reflects strategic adaptation to market demands and a commitment to quality.
This evolution has solidified Choice Hotels as a global hospitality leader, offering diverse brands and innovative solutions like choiceADVANTAGE login for travelers and franchisees. By embracing simplification and global expansion, Choice Hotels continues to deliver trusted, high-quality accommodations worldwide.
