Choice Hotels International advertising spend, FY2025

Choice Hotels International (CHH) reported $208M of advertising expense for the fiscal year ended Dec 31, 2025. That is 13.0% of revenue of $1.6B. Up 6.8% from FY2024.

Ad spend, FY2025
$208M
year ended Dec 31, 2025
Change vs prior year
+6.8%
vs FY2024
Share of revenue
13.0%
of $1.6B revenue
Rank by ad spend
#220
of 336 companies

Key facts

  • Ad spend is 1.8x its FY2015 level ($117M), in line with revenue (1.9x).
  • FY2025 is the highest year on file, going back to FY2009.
  • Largest increase +109.1% in FY2022; largest cut -44.1% in FY2020.
  • Ad spend is 13.0% of revenue, up from 11.4% in FY2020.
  • Choice Hotels International spends more on advertising than 35% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.5x the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2009 (ended 2009-12-31): $81.3M FY2010 (ended 2010-12-31): $75.4M 2010 FY2011 (ended 2011-12-31): $73.8M FY2012 (ended 2012-12-31): $79.7M FY2013 (ended 2013-12-31): $84.7M 2013 FY2014 (ended 2014-12-31): $93.7M FY2015 (ended 2015-12-31): $117M FY2016 (ended 2016-12-31): $103M 2016 FY2017 (ended 2017-12-31): $114M FY2018 (ended 2018-12-31): $142M FY2019 (ended 2019-12-31): $158M 2019 FY2020 (ended 2020-12-31): $88.5M FY2021 (ended 2021-12-31): $81.5M FY2022 (ended 2022-12-31): $170M 2022 FY2023 (ended 2023-12-31): $195M FY2024 (ended 2024-12-31): $195M FY2025 (ended 2025-12-31): $208M 2025 $208M

Ad spend as % of revenue

0% 5% 10% 15% FY2009 (ended 2009-12-31): 14.4% FY2010 (ended 2010-12-31): 12.6% 2010 FY2011 (ended 2011-12-31): 11.5% FY2012 (ended 2012-12-31): 11.5% FY2013 (ended 2013-12-31): 11.7% 2013 FY2014 (ended 2014-12-31): 12.4% FY2015 (ended 2015-12-31): 13.6% FY2016 (ended 2016-12-31): 12.7% 2016 FY2017 (ended 2017-12-31): 12.1% FY2018 (ended 2018-12-31): 13.6% FY2019 (ended 2019-12-31): 14.2% 2019 FY2020 (ended 2020-12-31): 11.4% FY2021 (ended 2021-12-31): 7.6% FY2022 (ended 2022-12-31): 12.2% 2022 FY2023 (ended 2023-12-31): 12.6% FY2024 (ended 2024-12-31): 12.3% FY2025 (ended 2025-12-31): 13.0% 2025 13.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $208M +6.8% $1.6B 13.0% AdvertisingExpense 10-K Feb 19, 2026
FY2024 Dec 31, 2024 $195M -0.3% $1.6B 12.3% AdvertisingExpense 10-K Feb 19, 2026
FY2023 Dec 31, 2023 $195M +14.6% $1.5B 12.6% AdvertisingExpense 10-K Feb 19, 2026
FY2022 Dec 31, 2022 $170M +109.1% $1.4B 12.2% AdvertisingExpense 10-K Feb 20, 2025
FY2021 Dec 31, 2021 $81.5M -7.9% $1.1B 7.6% AdvertisingExpense 10-K Feb 20, 2024
FY2020 Dec 31, 2020 $88.5M -44.1% $774M 11.4% AdvertisingExpense 10-K Mar 1, 2023
FY2019 Dec 31, 2019 $158M +11.7% $1.1B 14.2% AdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 31, 2018 $142M +24.3% $1B 13.6% AdvertisingExpense 10-K Feb 26, 2021
FY2017 Dec 31, 2017 $114M +11.1% $941M 12.1% AdvertisingExpense 10-K Mar 2, 2020
FY2016 Dec 31, 2016 $103M -12.1% $808M 12.7% AdvertisingExpense 10-K Feb 26, 2019
FY2015 Dec 31, 2015 $117M +24.8% $860M 13.6% AdvertisingExpense 10-K Mar 1, 2018
FY2014 Dec 31, 2014 $93.7M +10.6% $758M 12.4% AdvertisingExpense 10-K Feb 27, 2017
FY2013 Dec 31, 2013 $84.7M +6.3% $725M 11.7% AdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 31, 2012 $79.7M +8.0% $693M 11.5% AdvertisingExpense 10-K Mar 2, 2015
FY2011 Dec 31, 2011 $73.8M -2.1% $641M 11.5% AdvertisingExpense 10-K Nov 3, 2014
FY2010 Dec 31, 2010 $75.4M -7.3% $596M 12.6% AdvertisingExpense 10-K Feb 28, 2013
FY2009 Dec 31, 2009 $81.3M n/a $564M 14.4% AdvertisingExpense 10-K Feb 29, 2012

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Choice Hotels International in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
219 Lennar $211M 0.6% +10.4% FY2025
220 Choice Hotels International $208M 13.0% +6.8% FY2025
221 JOYY $207M 9.8% -13.7% FY2025
222 Atlassian $206M 3.1% +34.8% FY2026
223 Primo Brands $206M 3.1% -5.9% FY2025
224 GoodRx $203M 25.5% -3.8% FY2025
225 Vertex Pharmaceuticals $203M 1.7% +136.6% FY2025

Full ranking of 336 companies · Biggest increases #159

Questions

How much does Choice Hotels International spend on advertising?

Choice Hotels International spent $208M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 19, 2026.

What percentage of revenue does Choice Hotels International spend on advertising?

13.0% of revenue in fiscal 2025 ($208M of $1.6B). The median across the 336 companies tracked is 5.2%.

Is Choice Hotels International spending more on advertising?

Yes. Ad spend rose 6.8% in fiscal 2025 from fiscal 2024.

How does Choice Hotels International rank by advertising spend?

#220 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Choice Hotels International's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 19, 2026
Accession number
0001046311-26-000008
Company
CHOICE HOTELS INTERNATIONAL INC /DE, CIK 1046311, SIC 7011 (Hotels & Motels)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Choice Hotels International advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 19, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/choice-hotels-international/advertising-spend/
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CSV, all years · CSV, all 336 companies