You just have to be a 'business traveler':
Choice Business Rate--The Choice Business Rate Program offers a minimum of 5% off retail rates to business travelers. This rate is eligible for Choice Privileges® points at Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway Inn hotels or Airline Rewards at all brands in the U.S., Canada, Europe, Mexico and the Caribbean. There must be a business traveler in the room to receive this discount. Rate is subject to availability
http://www.choicehotels.com/ires/en-US/html/ProgramInfo
Pretty much anyone qualifies.
I've never used the rate because AAA (I'm a member) or Little League (open to all) tend to have cheaper rates, especially the latter.