Choice Hotels Rolls Out AI Tools to Help Franchise Owners Boost Revenue and Cut Costs
Choice Hotels International announced four new AI-powered platforms and partnerships designed to help franchise owners generate more bookings and streamline operations. The company said the tools address demand generation, group sales, staff productivity, and pricing management.
The new offerings - Choice Hotels Business Direct, EasyBid, CHARLIE, and RAISE - arrive as the company scales AI across its operations. Choice Hotels has used artificial intelligence for over a decade but is now deploying it more widely across franchisee-facing systems.
Business Direct targets small company travel spending
Choice Hotels Business Direct launches next week as a self-service booking platform for small and medium-sized businesses. The tool lets SMBs set travel policies, gives travel managers visibility into spending patterns, and offers rewards programs tied to direct bookings on ChoiceHotels.com.
The platform targets midweek demand from corporate travelers, a segment hotel operators say remains underutilized.
EasyBid speeds up group sales responses
EasyBid is an AI-assisted tool for managing group requests for proposals (RFPs). Hotels submit faster responses to group inquiries through a centralized dashboard. The company said speed matters in group sales, where response time affects win rates.
EasyBid Plus goes further: Choice Hotels can respond to RFPs on behalf of owners at no extra cost, targeting high-quality leads. The option targets properties without dedicated sales staff or those handling high RFP volume.
CHARLIE acts as a digital assistant for hotel staff
CHARLIE is an AI agent built into Choice Hotels' core operating platforms. The system answers staff questions, surfaces operational insights, and reinforces brand standards 24/7, reducing time spent searching for information.
Choice Hotels plans to expand CHARLIE's ability to execute routine tasks, aiming to boost productivity and consistency across properties.
RAISE simplifies pricing and rate management
RAISE is a rate management tool designed to streamline pricing and inventory decisions. Built with owner input, the system uses AI to surface relevant market data and reduce manual work as conditions shift.
Enterprise infrastructure for scaled AI deployment
Choice Hotels partnered with Amazon Web Services on AgentCore and with Salesforce on AgentForce. Both provide infrastructure for deploying AI agents across sales, service, marketing, and operations at enterprise scale.
Anna Scozzafava, the company's Chief Data, AI, & Technology Officer, said the partnerships position Choice Hotels to move beyond isolated AI pilots toward an integrated approach. She said this prepares the company for "agentic commerce," where AI agents research and book travel on behalf of customers.
Patrick Pacious, president and CEO, said the tools are built to help owners "win more business as AI continues to reshape how travelers search, compare and book hotel stays."
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