Experience is becoming a powerful driver in hospitality, and Choice Hotels International is putting that idea directly on the map with its Great American Detour campaign. This is a summer travel initiative designed to help road trippers discover unexpected stops, scenic communities, and local experiences along the way. At the center of the campaign is the new Detours Worth Taking guide, which pairs road trip-friendly destinations with nearby Choice Hotels properties for convenient stays.
The move reflects a clear shift in travel behavior. Guests are not just looking for a place to sleep; they are looking for stories, discoveries, and experiences that give a trip more meaning. For hotels, that matters. Traffic to a destination helps support occupancy rates, and experience-driven travel can bring new attention to communities outside traditional tourism hubs.
Why Experiences Are Becoming the New Travel Currency
Hotels have long competed on location, price, and amenities. Those factors still matter, but today’s travelers increasingly want the stay to connect with something bigger, including food, culture, nature, history, and local discovery.
Choice Hotels’ campaign leans into that mindset by encouraging travelers to look beyond the fastest route. The guide includes places such as Buffalo, New York; Plymouth, Massachusetts; Biscayne National Park near Homestead, Florida; Chincoteague and Assateague Island in Maryland; Baxter Springs and Route 66 in Kansas; Lake Superior near Duluth, Minnesota; Galena, Illinois; Olympic National Park in Washington; Taos, New Mexico; and Palisade, Colorado.
These destinations highlight the kind of experiences that can turn a routine road trip into a memorable getaway, from coastal escapes and preserved historic towns to national parks, roadside landmarks and regional food culture.
“Road trips have always been about more than getting from Point A to Point B,” said Noha Abdalla, Chief Marketing Officer, Choice Hotels International. “The moments people remember most are often the ones they didn’t plan for, like a hidden gem that catches the eye, a recommendation from someone local, or a memorable stop discovered along the way. We’re celebrating these unexpected experiences and encouraging travelers to make the most out of every mile. With thousands of hotels located near highways and destinations across the country, we’re helping people uncover experiences worth visiting while providing comfortable, convenient places to stay so they can focus on making meaningful memories along the way.”
Choice Hotels Connects Local Discovery With Hotel Demand
For franchise owners and hotel operators, the campaign points to a broader business opportunity. When a brand helps create interest in a local destination, it can support room demand by giving travelers more reasons to stop, stay, and explore.
That approach fits especially well with road trip travel. Many Choice Hotels properties sit near highways, small cities, regional attractions, and drive-to leisure markets. By connecting nearby hotels with places worth visiting, the company gives travelers a practical bridge between inspiration and booking.
The strategy also aligns with a wider travel trend. The U.S. Travel Association recently reported that more than 80% of travelers in a 2026 World Cup-focused study were open to visiting destinations beyond the largest gateway cities. The study also found that travel spending remains a major part of the U.S. economy, with total travel spending forecast to reach $1.37 trillion in 2026.
That matters for hotels in secondary and drive-to markets. When travelers choose a detour, they may also need lodging, meals, fuel, attractions, and retail. A single stop can create a ripple effect across the local economy.
A Campaign Built Around the Journey, Not Just the Stay
Choice Hotels is also extending the campaign beyond the digital guide. The company said it will introduce limited-edition Summer Detour Kits, which may include road trip essentials such as a Stanley cooler, gas gift card, CampSnap camera, power bank charger, snacks and road trip games. Additional Detours Worth Taking lists are expected throughout the summer.
The campaign gives Choice Hotels a timely way to meet travelers where they are: on the road, looking for value, flexibility and moments that feel personal. It also shows how hospitality brands can use destination storytelling to become part of the experience, not just the place guests return to at night.
For franchisees, the lesson is clear. Products and amenities remain important, but experiences increasingly drive the decision to travel. When hotels help guests discover what is around them, they can turn local traffic into stronger guest engagement, stronger community ties, and potential occupancy gains.
