Why did Choice hotels voluntarily subject itself to scrutiny on national television?
Last year, Steve Joyce, CEO of Choice Hotels, participated in an American reality show called Undercover Boss where the CEOs of international corporations take on blue-collar posts within their own company. They also pass themselves off as customers to test their own products. Two negative aspects were exposed: some of his blue-collar workers had financial issues and one of his establishments was not offering quality service. Why would a company ever want to voluntarily publicize this?Networks love scandal and hotel groups don't. In this case, Choice created and executed its own mini-scandal in a controlled environment in return for a happy ending, the results of which would overwhelmingly outweigh the negative. It was very risky, but Choice won in the end. The T.V. show won much critical acclaim and the hotel group effectively communicated an image of compassion and kindness.At the end of the T.V. show, Mr. Joyce revealed his true identity to his blue-collar colleagues and gave them gifts. For example, the son of one of his workers was awarded a scholarship for medical school. It portrayed Mr. Joyce and his company in an extremely positive light because it showed how much he cared for his employees. He also showed how much he cared for his customers by personally reprimanding the manager of the hotel with sub-standard service. That single hotel was then brought up to par with others in terms of brand image.Networks love scandal and hotel groups don't. In this case, Choice created and executed its own mini-scandal in a controlled environment in return for a happy ending, the results of which would overwhelmingly outweigh the negative. It was very risky, but Choice won in the end. The T.V. show won much critical acclaim and the hotel group effectively communicated an image of compassion and kindness.
