It starts with scalability - measuring and learning from new investments - and then taking those investments to the whole business. Scalability boils down to the services offered, and it's not a one-size-fits-all approach anymore. Therefore, different service challenges apply to different franchisees.

Choice Hotels is taking note by tailoring tools and services to each franchisee in their respective communities. Franchisees are internal customers, and these internal customers have needs and expectations that need to be addressed.

For example, the attribution modeling used to determine ROI of content marketing. With a greater market awareness and personalized approach, building the right brand for franchisees is key today.