How Planners Are Maximizing Group Travel With Choice Hotels International

As working professionals continue to crave in-person connection, meeting and event planners are reimagining how to bring people together. Distributed teams and remote and hybrid structures are sparking demand for smaller, more purposeful gatherings that foster collaboration and build culture. At the same time, large-scale gatherings are reemphasizing the importance of memorable experiences and prioritizing flexibility and personalization.

Overall, renewed interest in and passion for the meetings and events sector remains strong — 17,000 attendees traveled to Las Vegas for a record-breaking IMEX America in October 2025. Still, rising costs and tightening budgets remain a concern for both planners and hosts. More than a third of respondents to Amex GBT’s 2026 Global Meetings & Events Forecast said that increasing costs will be their top challenge for the year ahead.

Meeting the Moment With Choice Hotels International

These shifting tides create an opportunity for hotel brands to take budget considerations seriously, without sacrificing high-quality experiences. 

“What excites me most is seeing how meetings are becoming more intentional, and how Choice Hotels can help shape that evolution,” said Denisha Baraka, senior director of groups and events, global sales at Choice Hotels International. “Our portfolio makes it easy for planners to bring their vision to life. Our brands and teams are designed to deliver the spaces, service, and support planners need to create unforgettable experiences for their attendees.”

Skift spoke with Baraka to understand how Choice Hotels supports innovative, exciting, and modern meetings and events regardless of budget or size, and to explore how today’s leading planners can work with Choice Hotels to maximize their group travel.

More Possibilities for Planners

“Today’s planners want spaces that don’t feel cookie-cutter,” Baraka said. “They want design-forward environments with touches of local character that ignite creativity, all while offering flexibility.”

With over 7,500 hotels across 22 brands in 46 countries and territories, Choice Hotels is perfectly positioned to meet those evolving needs.

Through its expansive portfolio, Choice Hotels provides event planners with the flexibility and support they need to find the ideal property for every type of event. Options range from premium experiences at Cambria Hotels, Radisson, Radisson Blu, and Ascend Collection to accessible brands like Comfort and Country Inn & Suites.

Redefining Business-Focused Hospitality

Recent business developments have only enhanced Choice Hotels’ long-standing reputation as a leader in the premium meetings and events space. For example, the expansion and growth of the Cambria brand have reinforced Choice Hotels’ position as a key player for small and mid-size meetings.

“Cambria Hotels was our way of reimagining what a business-forward hotel could offer,” Baraka said. To that end, Cambria properties feature open, stylish lobbies, flexible meeting spaces, and food and beverage programs that encourage networking beyond the traditional boardroom setting. This holistic approach resonates with both small corporate gatherings and business-minded social events where atmosphere matters as much as functionality. Baraka highlighted Cambria Hotel Waco University Riverfront, which features more than 4,700 square feet of flexible meeting and event space, including a ballroom, boardroom, and outdoor terrace.

Expanding Reach and Capabilities Through Radisson 

Building on that foundation, Choice Hotels’ recent acquisition of Radisson Hotels Americas has introduced a broader range of full-service hotels with large-scale ballrooms and convention-ready facilities. These enhanced capabilities at Radisson and Radisson Blu, for example, represent an expansion into key metro and secondary destinations, while also expanding the company’s capabilities for conferences, galas, and high-end business events.

“Beyond the properties themselves, the integration of Radisson Americas also strengthened our sales infrastructure and global distribution network, allowing planners to book confidently across more destinations and experiences,” Baraka said.

Meetings Without Compromise: Standout Properties Across Segments

By offering a wide range of high-quality options for every budget, Choice Hotels ensures that event planners can maximize both their spend and their attendees’ time, without compromising on quality. “Together, Cambria, Radisson, Radisson Blu, and Ascend Collection provide planners with highly functional venues backed by the scale and reliability of Choice Hotels,” Baraka said.

Some properties in the portfolio bring Choice Hotels meetings and events facilities into the heart of major cities’ bustling downtown neighborhoods. This balances the best of both worlds, with world-class entertainment, dining, and shopping — not to mention easy accessibility to major airports — just a stone’s throw from fully equipped event spaces. 

The Cambria Hotel Detroit Downtown, for example, offers more than 18,000 square feet of modern meeting and event space, including a formal ballroom ideal for conferences and large social events. The Cambria Hotel Austin Downtown offers 6,000 square feet across six meeting rooms, providing planners with the flexibility to design productive and creative experiences right in the heart of the city.

Expanding Options Beyond the City Center

Choice Hotels also offers options beyond major metropolitan areas. Radisson Blu Mall of America features over 26,000 square feet of meeting and event space, including expansive ballrooms and flexible meeting rooms ideal for conferences, trade shows, and social events. Located in Bloomington — just a 15-minute drive from Minneapolis — the property offers access to the Mall of America’s world-class entertainment and shopping amenities.

Radisson Plaza Hotel at Kalamazoo Center is another standout for planners, offering 50,000 square feet of versatile meeting and event space. Its central downtown location, convention facilities, and proximity to dining and entertainment make it a go-to destination for major business and community events.

“Each of these hotels delivers the flexibility and reliability planners expect, but it’s their authentic connection to place that turns every event into an experience guests remember,” Baraka said.

Supporting Planners Every Step of the Way

Above all, Choice Hotels’ group travel and events mindset puts planners at the forefront every step of the way. The global sales team serves as a single point of contact to simplify multi-property sourcing and logistics, with a suite of expanded resources dedicated to group travel that make planners’ jobs easier.

Planners can use the Group Management Platform for self-service access to manage group reservations, modify bookings, review room availability, and even invite attendees directly. A new Cvent Instant Book integration enables planners to seamlessly search and compare rates, while GroupSync functionality provides instant booking for group room blocks in real-time.

Technology, Rewards, and Confidence in Every Booking

The travel industry’s emphasis on loyalty makes the Choice Privileges Planner Rewards program a natural fit. Planners can earn points for meeting-related bookings at participating hotels, which they can then redeem for free stays, gift cards, airline miles, or charity donations.

“Our Planner Rewards program is designed to thank planners for booking with us and to make it easier to continue working with us in the future,” Baraka said. “We aim to combine technology, sales support, competitive rates, and rewards so planners have confidence and control before, during, and after their events. I’d encourage planners to take a new look at Choice Hotels.”

For more information about Choice Hotels’ meetings and group offerings, click here.

This content was created collaboratively by Choice Hotels and Skift’s branded content studio, SkiftX.