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Choice Hotels

Choice Hotels International is one of the largest and most successful lodging franchisors in the world. Built on the foundation of the venerable Quality Inn brand a pioneer in consistent mid-priced lodging, Choice Hotels today is the worldwide franchisor of Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Econo Lodge, and Rodeway Inn and several other hotel brands.

Choice Hotels International (directions)

Western Regional Headquarters

6811 East Mayo Boulevard

Suite 100

Phoenix, AZ, US  85054

How Choice Hotels Reduced Cart Abandonment by 90%

Choice Hotels optimizes their online channel by combining Tealeaf’s customer experience management insights with iPerceptions’ Voice of Customer analytics solution.

About Choice Hotels
Choice Hotels International is one of the most successful lodging franchisors in the world. As an industry leader with millions of customers per month visiting their sites, Choice Hotels knew they needed to maintain online channels that matched their commitment to innovation and customer service. The company therefore turned to two best-of-breed solutions to keep their sites in optimal shape – iPerceptions for Voice of Customer analytics and Tealeaf for customer experience management.


The Challenge

After a website redesign, iPerceptions surveys indicated problems on the payment step of the reservation process – many customers were having trouble selecting a credit card to complete their purchases. However, customers did not provide enough information in their survey comments about what exactly had occurred on the site leading up to the issue. Furthermore, Choice Hotels employees were unable to recreate the problem for themselves.


The Results

With iPerceptions’ intelligence and Tealeaf’s visual replay capability, Choice Hotels was able to quickly diagnose the problem. It turned out that during the site redesign, the company listed their branded Choice Privileges® MasterCard® as the default credit card selection. Customers using a regular MasterCard did not realize the difference and entered their card number with this selection – only to receive an error message. After several attempts, many customers simply abandoned. With insights from both tools, Choice Hotels was able to identify and resolve the usability problem. Now, no default card is displayed on the payment page and customers actively select their credit card of choice to avoid confusion.


The Success

iPerceptions made Choice Hotels aware of a negative trend in the booking process, and the integration with Tealeaf provided the visibility required to understand customer behavior and site behavior in order to quickly fix the issues and limit the impact on conversion. In fact, Choice Hotels was able to reduce abandonment caused by this particular issue by 90%.

To find out more, schedule a meeting with one of our sales executives.