Should I buy Choice Hotels (CHH) stock or is it too late?
⭐ The most reliable of them, either direction: UBS — 61% of its targets hit on this sector (220 calls tested). It aims for $120 (+16 %), call made on August 29, 2026, maturing on August 29, 2027 (46 d ago).
Firm-by-firm track record on Choice Hotels
| Firm | % right | Gain vs sector | Calls | Aims for |
|---|---|---|---|---|
| Morgan Stanley | 100 % | +14.2 % | 7 | $92 -11% |
| Wells Fargo | 50 % | +12.2 % | 8 | $99 -5% |
| Barclays | 46 % | -1.3 % | 26 | $102 -2% |
| Baird | 43 % | -5.0 % | 14 | $128 +23% |
| JP Morgan | 30 % | -10.2 % | 10 | $118 +14% |
| B of A Securities | 0 % | -27.6 % | 6 | — |
✅ Reasons to believe
- Median price target $115, i.e. +11% from the current price ($104).
- The most reliable firm on CHH, UBS (100% hit rate, 2 scored calls), targets $120 (call made on August 28, 2026, maturing on August 28, 2027) (+16%) in its most recent call, and $118 (call made on January 7, 2026, maturing on January 7, 2027) (+14%) in the one coming due soonest.
⚠️ Reasons to hesitate
- The consensus is not unanimous: of 9 ratings, 4 are neutral and 3 are sells.
- A 12-month target is not a guaranteed path: the price can fall in the meantime.
- Volatile stock: sharp swings — including steep drops — are part of its profile.
The analyst consensus on CHH
Median target $115 (+11%) · 9 ratings · Hold consensus
⚠️ Information, not investment advice. Past performance does not guarantee future results. Analyst targets on a ~12-month horizon.
Frequently asked questions
Should you invest in Choice Hotels now?
We won't decide for you. The facts: 22% of analysts rate it a buy, median target $115 (+11%), and UBS (most reliable on CHH, 100%) targets $120. Weigh that against valuation and volatility. This is not personalized advice.
Is it too late to invest in Choice Hotels?
Not according to analysts: the median target ($115) is still +11% above the current price ($104) (most reliable on CHH: UBS, 100%). The real question isn't "too late" but the price-to-value gap and risk. Not advice.
Is Choice Hotels still worth investing in?
It depends on the gap between the price ($104) and its estimated value: analysts target $115 on median (+11%), with 22% buys (most reliable on CHH: UBS, 100%). Cross-check with their real reliability on CHH and the cautions above. Information, not advice.
What's the main risk in buying CHH?
The consensus is not unanimous: of 9 ratings, 4 are neutral and 3 are sells.
→ Go deeper: the full Choice Hotels profile (consensus, analyst reliability, price target, performance).