CHOC

History

Overview

Organized in 1967, as the International Operators of Choice Hotels International, Inc. was created “…to serve as a sounding board to air systemwide problems, provide a method of exchanging operational and promotion ideas, and enable franchisees to get better acquainted… in addition to providing a means of taking advantage of system operators’ vast store of knowledge and years of experience.”

The CHOC works with corporate management in the establishment of system programs and policies. Over the years, it has proven invaluable in strengthening the system by making available to corporate management the expertise of the CHOC’s members and by providing a direct channel of communication between the franchisees and Choice Hotels International.

The CHOC is a self-sustaining association, supported by monthly dues automatically assessed to all franchisees representing Comfort, Quality, Clarion, Sleep, and MainStay inns, hotels, suites and resorts, individually and collectively.

Timeline

1939
Year founded
1967
CHOC established
4,000+
Owners represented
22
Milestones
1930s
1939 Seven Southern motel owners create Quality Courts. ▸
A group of seven motel owners from the American South created Quality Courts — the first franchise hotel chain in the United States, laying the foundation for what would become Choice Hotels International.
1940s
1941 Average room rate is $3.21. ▸
The average nightly room rate across Quality Courts properties was $3.21 — reflecting the mid-century travel economy that made motor travel accessible to American families.
1946 Members formally founded Quality Courts United, Inc., creating the country’s first hotel chain. ▸
Quality Courts United, Inc. was formally incorporated — the country’s first franchised hotel chain, establishing the franchise model that millions of hotel owners rely on today.
1950s
1953 Quality Courts pioneers wall-to-wall carpeting, daily linen, 24-hour desk service, and in-room telephones. ▸
Quality Courts became the first hotel chain to offer wall-to-wall carpeting, daily linen service, 24-hour front desk coverage, and in-room telephones — setting the standard for the modern hospitality experience.
1956 Quality Courts becomes a for-profit corporation and renames to Quality Courts Motels, Inc. ▸
Quality Courts transitioned from a non-profit member association to a for-profit franchisor — a pivotal shift to the formal franchise model we know today.
1960s
1963 Quality Courts membership increases to more than 24,000 rooms. ▸
By 1963 the Quality Courts system had grown to more than 24,000 rooms — reflecting the postwar American travel boom fueled by the interstate highway system and growing car culture.
1967 Members form International Operators of Choice (IOC). First formal meeting held at Convention in October. ▸
The founding moment. Franchise owners came together to form the International Operators of Choice (IOC) — the organization that became CHOC. The first formal meeting was held at the annual Convention in October 1967.
1970s
1972 Quality Courts Motels changes its name to Quality Inns International. ▸
Quality Courts Motels rebranded as Quality Inns International — reflecting the chain’s growth beyond motels into full-service hotels and expanding international presence.
1974 Quality Courts begins offering 24-hour, toll-free central reservations. ▸
Quality Courts launched a 24-hour toll-free central reservations system — making it easier for travelers to book and setting a new standard for national hotel booking systems.
1980s
1981 Quality Inn divides into three chains: Quality Royale, Quality Inn, and Comfort Inn. ▸
Quality Inn International restructured into three distinct brands targeting different market segments — the beginning of the multi-brand strategy that defines Choice Hotels today.
1984 Quality Inn International merges with Manor Care, Inc., a healthcare company. ▸
Quality Inn International merged with Manor Care, Inc. — providing capital and management expertise that fueled further hotel brand expansion throughout the decade.
1985 CHOC institutes the first Harriet Kocher Award. ▸
CHOC created the Harriet Kocher Award — one of its most prestigious honors, recognizing outstanding contributions by franchise owners to the CHOC community and the hospitality industry.
1987 Quality Inn buys the rights to the Clarion hotels name. ▸
Quality Inn International acquired the Clarion brand — adding an upscale tier to its portfolio. Clarion remains a Choice Hotels brand today.
1989 Quality Inn launches another brand, which would later become Sleep Inn. ▸
Quality Inn launched a new economy brand concept that evolved into Sleep Inn — a purpose-built limited-service brand for cost-conscious travelers and a signature Choice Hotels offering.
1990s
1990 Quality Inn International is renamed Choice Hotels International. ▸
Quality Inn International was officially renamed Choice Hotels International — the name it carries today, reflecting its transformation into a diversified, multi-brand hospitality franchisor.
1996 Choice Hotels launches choicehotels.com — the first lodging website with real-time central reservations. ▸
Choice Hotels launched the first lodging industry website offering consumers real-time access to a central reservation system — predating most hotel brands’ online presence by years.
1998 Choice launches the Choice Privileges Rewards Program. ▸
Choice Hotels launched the Choice Privileges loyalty rewards program — driving repeat stays and direct bookings for franchisees across all brands in the portfolio.
2000s
2004 IOC becomes Choice Hotels Owners Council (CHOC). ▸
The International Operators of Choice (IOC), founded in 1967, was officially renamed the Choice Hotels Owners Council — CHOC — better reflecting its formal role as the representative body for all Choice Hotels franchise owners.
2008 CHOC launches the co-op program. ▸
CHOC launched its co-op program — allowing member owners to pool resources for shared benefits, group purchasing power, and coordinated advocacy efforts across all regions.
2010s
2012 CHOC launches the Gene Ammons award. ▸
CHOC established the Gene Ammons Award — celebrating excellence and long-term leadership in the franchise owner community.
2017 CHOC 50 Year Anniversary. ▸
CHOC celebrated its 50th Anniversary — five decades of representing Choice Hotels franchise owners, advocating for franchisee interests, and building a national community of hospitality entrepreneurs.
2020s & beyond
2026 CHOC launches new website and FIRE 2.0 — a renewed commitment to franchise owners nationwide. ▸
Under FIRE 2.0 — Franchise Improvement, Representation & Empowerment — CHOC launches choiceowners.info and a renewed commitment to advocacy for all 6,000+ franchise owners across 12 regions.
22 milestones