STAYSkift · 9h ago
Choice Hotels Buys RV Club Harvest Hosts for $130 Million
Executive Brief
The 30-second read
Choice Hotels has acquired RV membership platform Harvest Hosts for $130 million to access its 500,000 users. CEO Dom Dragisich must now demonstrate that this niche demographic can successfully drive net rooms growth for the core hotel portfolio.
- 01Choice Hotels completed the $130 million acquisition of RV club Harvest Hosts
- 02The deal provides direct access to a database of half a million RV enthusiasts
- 03Management faces pressure to convert RV users into traditional hotel stay guest volume
- 04Success is measured against the primary corporate objective of driving net rooms growth
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Choice CEO Dom Dragisich will need to show that Harvest Hosts, a list of a half-million RV users, converts into hotel stays. Otherwise, he's drifting from the "top priority" he set after taking the job of driving net rooms growth.