As the Zika virus continues to spread and cause fear, the hotel industry is bracing for potential impact.

Hawaii's governor recently signed a proclamation declaring a state of emergency, a place which boasts many of Choice Hotels' brands.

Steve Joyce, the company's President and CEO, came on CNBC's "Power Lunch" to discuss the potential fears.

"If you follow a lot of these circumstances as it persists and if it gets bigger, you can clearly expect some impact," Joyce said.

"Unfortunately, we're very good at this. You stay alert to all of the information being provided by World Health Organization and CDC," he added.

Despite, the fears, Joyce still expects a strong summer as gas continues to stay inexpensive and the company has used new promotions to attract more millennials.

"What we're hearing now is, 'I'm going to take more trips than I normally would have,' " he said.