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Date
Jan 2026
Client
Choice Hotels Canada
Industry
Travel & Hospitality
Challenge
Persona-based targeting described who travelers were, not why they were booking right now.
A persona is a snapshot: a fixed profile of a traveler type that doesn't move with context. But the same traveler books for completely different reasons depending on the trip: a quick work stay, a family visit, a weekend escape. Targeting and creative built around static personas couldn't speak to that shifting “job” the traveler was actually hiring a hotel stay to do, which left messaging generic at exactly the moment it needed to be specific.
Solution
We rebuilt the targeting framework around Jobs-to-be-Done: the traveler's actual intent, not their demographic profile.
Instead of asking who is this traveler, we asked what does this traveler need done right now, and built the audience framework around that answer. That meant regrouping the audience by intent-driven “jobs” (a quick, reliable work stay vs. a family-friendly getaway vs. a value-driven weekend trip, for example), and matching creative and targeting to each job rather than to a fixed persona. It let the same traveler be reached differently depending on what they actually needed in that moment, instead of being boxed into one profile year-round.
Process
A refreshed creative and targeting system built to match intent, then scaled across the full always-on program.
We rebuilt the audience framework around the Jobs-to-be-Done structure, then rolled it out across the always-on media and creative program, refreshing creative to match each intent-based segment rather than running one generic version against everyone. The result was a substantially larger and more targeted creative library, built and deployed to match the intents identified in the framework.
By the numbers
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