Welcome To The Econo Lodge Franchisees Association of America (ELFA)

Your Voice Your Choice

The Econo Lodge Franchisees Association of America (ELFA) has been an active force representing Econo Lodge franchisees since 1974. An independent association, ELFA is dedicated to strengthening the Econo Lodge brand and creating a healthy operating environment for member franchisees.

Learn About Membership

We maintain open lines of communication with corporate, ensure franchisees are up to date on important activity, help create profitable operating environments for members and advocate for franchisee concerns

Our Leadership

A new ELFA leadership board was elected in 2015 at the Choice Hotels International Convention to serve the association for the next two years. Meet your board, and connect with your regional directors.

Association Sponsors

Our Association Sponsors play an important role in assisting franchisees with resources and tools that help us optimize our businesses and maximize our investments. See what they have to offer ELFA members.

The Econo Lodge Franchisees Association of America

What Members Say

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ELFA is an incredible organization that advocates for their members. They really help us be more successful in our business.

Alice Patel - General Manager

Latest News

Fall Regional Meetings Schedule

ELFA is partnering once again with CHOC (Choice Hotels Owners Council) to participate together in five Fall Regional meetings around the country in the coming months. These events are great opportunities to meet with fellow franchisees and Choice corporate leadership, discuss the pressing issues facing our business, and gain insights into management, leadership, and operations via the slate of educational seminars. We urge all of you to please make plans to attend one of these events.

We have worked with CHOC leadership to focus Econo Lodge and other economy brands participation to the Sunday and Monday portions of the events to allow for less time commitments. There will be a breakout town hall style session each Monday afternoon dedicated to Econo Lodge and Rodeway Inn franchisees to meet directly with a panel of Choice Hotels leadership for a Q&A and insight session. Details on exact times and locations on these will be available soon.

Be on the lookout for Registration links on Choice Central and here at elfa.org.

Jacksonville, FL (Regions 1, 2, and 3) – September 11-13

Norfolk, VA (Regions 4, 5, and 6) – September 18-20

Frisco, TX (Regions 10 & 11) – September 25-27

Chicago, IL (Regions 7, 8, and 13) – October 2-4

Reno, NV (Regions 9 & 12) – October 9-11

Choice Hotels Brand Update

New ChoiceMAX Rate and Revenue Management Tool is Now Available

Choice Hotels has completed Phase I of the new ChoiceMAX rate and revenue management tool, and is available for use by all properties in the Choice Hotels system.

ChoiceMAX is a more dynamic and thorough replacement for the SmartRates tool, allowing for more frequent competitive rate analysis throughout the day, and more dynamism and targeting when it comes to optimizing your property’s rates.

One critical key with successfully implementing this type of rate management tool lies in accepting that oftentimes guests are more ready, willing, and able to pay more for room nights than we may expect. ChoiceMAX helps better target these rate thresholds, and the data that it utilizes to help drive higher ADR is now more current and up-to-the-minute than ever.

If your property was already utilizing SmartRates then you will have automatically been switched over to the ChoiceMAX system. If your property was not already utilizing SmartRates, and roughly half of Econo Lodges were not with this program, we urge you to connect with your Area Manager today and study its tools, features, and the potential positive impact it may have on your property and your ability to maximize not only rate, but overall revenue alongside.

You can find out more about the ChoiceMAX program and its features here.

Housekeeping Upon Request (HKUR) Guest Communication

Choice Hotels has produced guest-facing publications and collateral to better help relay your property’s HKUR program and schedule in an effort to help manage guest satisfaction feedback and property scoring.

Please take a minute to visit the Econo Lodge HKUR Resource Page in Choice Central for links to materials and descriptions that you can put to work at your property.

New Opaque OTA Pricing Strategies

Choice Hotels is implementing new opaque rate plans for Hotwire and Priceline business, in addition to the existing LOPQ plan. These new tiers open up the advance booking windows for your property.

Please visit the Opaque Pricing Strategy FAQ Page in Choice Central for more detailed information and actions you can take to best manage available inventory for these plans, or to opt out entirely. Opaque OTA business is not right for every property, so be sure that you are maximizing or minimizing these according to your property’s specific booking needs.

Commitment to Clean Program –

Choice Hotels has been actively promoting this Commitment to Clean status to both the general public and its array of corporate business sales, much of which benefits our Econo Lodge brand. Please ensure that your property has taken the necessary steps to comply with this critical program, as the message is going over very favorably with guests and potential guests.

Please follow this link to the Choice Commitment to Clean Hub to access the training module. You must have an active Choice University student account, and be logged in to that account, to access and complete the training module. With QAR inspections underway, this is a critical area being monitored, so be sure your property is fully up to date with all necessary certifications and components in place.

ELFA Update

We continue to gather and share as much relevant information as we can with members to help navigate through these troubled days, and position best for whatever may lie ahead.

Employee Retention Tax Credit (ERC) Program Update

While many hotel and hospitality businesses took advantage of the Payroll Protection Program (PPP) resulting from the 2020 CARES Act, many businesses have not followed up with an additional tax credit, the ERC, which allows for an employee tax credit resulting from any single quarter revenue being only 20% lower than its corresponding period in 2019.

There has been a lot of confusion around this program, including eligibility and program expiration date. Bottom line is most businesses are eligible, and there is plenty of time to apply.

ELFA has partnered with ERC Today to assist in both determining eligibility and streamlining the application process. If your business experienced a drop of 20% or more for any single quarter in 2020 and 2021 compared to 2019, and you had wage earning employees on staff at the time and filed IRS form 941, you may very well qualify for this payroll tax credit.

Please visit this special link established for ELFA members to inquire and apply today while funding for this program still remains.

Supply Chain Issues?

Supply chain disruptions in the purchase of branded and other required guest products and amenities continues to plague the industry. Choice Hotels leadership is very aware of these issues, and is working to help assist franchisees who are experiencing these setbacks and delays when ordering.

Please reach out to your dedicated Area Manager, and ELFA, to inform them of any challenges you are experiencing in this area. The Choice Franchise Services team is working with and relaying information to procurement and the QAR team, alerting them to potential problems as they occur. Please help both yourself and other franchisees by sharing these issues regularly and freely.

CrowdStrike Non-Compliance Penalties Are Being Assessed

Choice Hotels is issuing $150 monthly fees for properties not in compliance with the CrowdStrike software mandate for all front desk computers.

If you are seeing this fee levied on your monthly invoice, please take steps immediately to resolve. Search your GM Inbox for the original CrowdStrike “Welcome / Installation” e-mail from 2020 and follow the installation instructions. If you cannot locate this e-mail, you can send an e-mail of your own to falcon-complete@Crowdstrike.com and request a re-send.

Installation is mandated for all front desk computers and those accessing ChoiceAdvantage. It takes less than 10 minutes from start to finish for the installation process.

Are You Hearing Regularly from ELFA?

ELFA sends out e-mails regularly to its Econo Lodge franchisee members with important brand updates and notices on a wide variety of pressing operational matters. While we do not overload with e-mails, we at least reach out once per month.

If you are not receiving e-mails or correspondences from ELFA in this fashion, please reach out to us and let us know so that we can update your contact information. Please include your property code so we can best update and ensure delivery.