Choice Hotels brands — Comfort Inn, Quality Inn, Sleep Inn, Econo Lodge, Clarion, and others — operate in one of the most price-sensitive segments of the U.S. hotel market. The central reservation system (CRS) provides valuable reach, but the economics of distribution mean that OTA-dependent properties are systematically losing 15–25% of every booking in commission costs. These five strategies are specifically calibrated to Choice Hotels' brand environment. Strategy 1: Maximize Choice Privileges Program Enrollment Choice Privileges members book direct through choicehotels.com at rates that cost you significantly less in distribution fees than OTA bookings. Your front desk is the highest-leverage enrollment point: a well-trained front desk that consistently enrolls guests during check-in can move your loyalty booking percentage from 20–25% to 35–45% over 12–18 months. Track enrollment rate weekly and build it into your performance metrics. Strategy 2: Build Your Google Business Profile Into a Booking Engine Google Business Profile now shows booking options directly in search results, including links to your brand website. Guests who find you through a "hotels near me" search and click to your Google listing can be directed to book at choicehotels.com — eliminating OTA commission entirely. This requires maintaining an optimized, photo-rich Google Business Profile with regular posts and current rate feeds. Many Choice Hotels owners overlook this channel entirely. Strategy 3: Local Corporate Account Development Corporate travelers are the most valuable direct booking segment for midscale properties. Unlike leisure travelers who discover you on an OTA, a corporate account travels on a negotiated rate through your direct channel or the brand's GDS. If your property is within driving distance of any employer with regular travel needs — manufacturing, healthcare, government — you have a direct sales opportunity. A single corporate account producing 100 room nights per year