1. While Brya declines to disclose the cost to develop the app, he says the investment was recouped within the first 40 days.

2. Choice created the app internally, and Brya says it took about six months to develop. It required a considerable amount of trial and error.

3. A future update for the software will enable real-time rate adjustments, Brya says.

4. "We wanted to expose the brands to other people that maybe weren't familiar with us, " Brya says.

5. Within 45 days after launching, the app was generating about 10% of Choice's total mobile revenue, says Chris Brya, director of user experience and e-commerce projects.