Right now, I’m writing this from a Sleep Inn.
Yes, a Sleep Inn.
It’s not the Ritz. It’s not the JW Marriott. It doesn’t have an infinity pool or a curated wine list. But it does have something far more valuable: consistency, warmth, and a kind of no-nonsense hospitality that feels like a quiet nod from someone who really gets you.
If you’re a fellow road warrior, maybe you understand. But if you’re a C-suite executive reading this from your Marriott Bonvoy status suite, I get it – this probably sounds crazy.
One of my colleagues once joked, “If you book us at a Sleep Inn, I will kill you in your sleep... inn!”
Funny, but also telling.
Because here's the thing: Over the past two years, Choice Hotels is doing something bold and effective that Marriott, despite its $72 billion market cap and legendary brand halo, isn’t quite pulling off.
They’re marketing with clarity.
And I believe there’s a powerful lesson here for credit unions.
Bigger Isn’t Always Better – Smarter Is
Let’s look at the data. In Q1 2025, Choice Hotels saw a 44% increase in net income and outperformed the industry in RevPAR (Revenue per Available Room) growth – especially in extended-stay segments. Marriott? Still growing, yes, but downgraded their forecast and were hit with a “neutral” stock rating by Goldman Sachs.
But the financials aren’t the story. The marketing is.
Choice Hotels rolled out a campaign called “Check Into More” starring Keegan-Michael Key as a kind of “Vacation Maximizer.” Their message? You don’t have to sacrifice enjoyment to stay within budget. For business travelers, remote workers, and families stretching every dollar, that message lands.
It’s personal. It’s funny. It’s grounded.
And most of all: it’s clear.
Marriott’s 2025 campaign “Travel Shapes Us” is beautifully produced and emotionally evocative. But in trying to be everything for everyone – from Ritz-Carlton to Courtyard to the new StudioRes brand – it ends up blurry.
As a marketer and strategist, I’ll take crisp and grounded over polished and ambiguous any day.
Credit Unions: Are We Making the Same Mistake?
Here’s where it gets uncomfortable.
As credit unions, we often fall into the same trap as Marriott. We want to be seen as prestigious, exclusive, luxurious even. Member-only benefits. Financial sophistication. Tiered rewards. We aim to elevate.
But in doing so, we risk drifting from what our members actually need: clarity, trust, empathy, and consistent value.
When you market as though you’re the luxury resort of financial services – but your branch experience, tech stack, or product suite doesn’t quite match – it creates a disconnect. And disconnect breeds doubt.
But let’s not kid ourselves. There’s another extreme. The Motel 6 route. No consistency. Just existing. Side note: Longtime Motel 6 spokesman Tom Bodett is suing the chain for his classic, "We'll Leave the Light on For You," tagline.
If Marriott represents the over-produced luxury illusion, then Motel 6 represents the danger of under-investing in perception. You become the place people end up, not the place they choose. And in the credit union world, this looks like stale websites, generic taglines, outdated campaigns, and silence when trust needs a voice.
It’s not just missed opportunity. It’s reputational risk. When you don't define your story, the market does it for you. And often, it’s not flattering.
Choice Hotels doesn’t pretend. They meet people where they are – offering value and comfort without pretense. Their extended-stay brands speak directly to the lived realities of real people: traveling nurses, budget-conscious families, contractors on the road. No marble lobbies. Just a warm welcome and Wi-Fi that works.
The Lesson: Own Your Niche
Imagine if we, as credit unions, leaned into the same honesty.
Instead of promising what we hope to be, we champion what we already are – community-rooted, service-first, and member-aligned.
Instead of mimicking the banks, we clarify how we're different.
Instead of vague value props, we deliver targeted, story-based, human messaging that makes members say, “They get me.”
That’s how Choice Hotels wins. Not because they out-luxury Marriott, but because they don’t try to.
And that’s how credit unions could win, too. Not by marketing from aspiration, but by marketing from identity.
The Power of Relatable Brands
Marriott has scale. But Choice has soul.
And sometimes, soul is what moves people.
Believe it or not, there are some things in life where we don’t want the best – at least not in the way the world defines it. It’s not just about value. It’s about attitude. It’s about being grounded. It’s about showing up as you are, not trying to prove something you’re not. It’s honest. It’s human.
In fact, behavioral science backs this up. We don’t always want or choose the “best,” because psychological factors – effort avoidance, loss framing, mental fatigue, and bias – shape our decision-making more than we realize. Our brains crave ease and familiarity over optimization, especially in high-stakes or everyday decisions.
That’s why we gravitate toward brands that feel right, not just those that look impressive on paper.
That’s what Choice Hotels gives me. A sense of comfort without pretense. Recognition that feels real. I’m a proud Choice Gold member – just four stays from Platinum – and I’m earning status and rewards way faster than other hotel chains.
In a world obsessed with polish and prestige, sometimes what resonates most is simply being understood.
And that’s what great marketing and great brands do best.
As Vice President of Brand Experience for Your Marketing Co., Frank Allgood works with credit unions to develop strong leaders, create effective training programs, and build powerful brands. Want to connect? Call 864.326.8740 or email frank@yourmarketingco.com.