The Economy Co-Op Marketing Program, a joint effort between ELFA, ROA, and Choice Hotels, and managed by MMGY, has been delivering record ROI for years now with its targeted, online promotions for Econo Lodge, Rodeway, and Suburban properties.
Different from Choice’s national brand advertising, CP promotions, and other similar advertising, the Co-Op Program offers targeted, regional, and lifestyle advertising aimed at those searching and looking for travel opportunities and stay locations within a 30-day window, via online and mobile interaction.
Participating properties benefit from additional exposure, and are highlighted on area listings that arise when a potential guest is exploring. The ROI is formulated by tracking exposure to online bookings, and compared to the annual investment from each participant. Choice Hotels corporate chips in additional funding for this effort, based somewhat on the level of overall brand participation.
Today, only roughly more than half of Econo Lodges are enrolled, meaning nearly half of you are not generating this extra business that results directly from these campaigns. To see whether or not you are currently enrolled, visit this link. If you are a Co-Op member, you will see a dashboard tracking your incremental revenue. If you are not, you will see information and a link to enroll online.
The Co-Op Marketing campaign season runs from roughly mid-March/April to late Fall / early Winter, so there is still time to enroll for the 2023 program and get all of its benefits. Co-Op members are normally billed in August for participation for the following year (August ’22 paid for this 2023 program in advance). However, properties can still enroll at any time at the annual cost rate ($550 annual for 60 rooms or under; $850 for 61 rooms +).
If you are looking to build additional revenue and attract new guests to your property above and beyond existing channels and efforts, the Economy Co-Op Marketing Program is for you.