Choice Hotels Launches Five AI Tools for Hotel Owners
Choice Hotels International announced five AI-powered solutions designed to help franchise owners increase revenue and streamline operations. The tools address specific challenges: capturing small business travel, winning group bookings, managing pricing, and automating routine tasks across hotel properties.
The company has used AI for more than a decade but is now scaling it across its business. CEO Patrick Pacious said the new tools help owners compete as AI reshapes how travelers search and book stays.
Business Direct targets small company travel
Choice Hotels Business Direct launches next week as a self-service booking platform for small and medium-sized businesses. The tool lets companies create travel policies, gives travel managers visibility into spending, and provides rewards - designed to capture midweek demand from this segment.
EasyBid accelerates group sales
EasyBid is an AI-enhanced tool for managing group requests for proposals. Hotels can monitor RFP opportunities in one place and respond faster. EasyBid Plus takes it further: Choice Hotels responds to RFPs on behalf of owners while maintaining their control, at no extra cost.
The Plus version targets properties without dedicated sales teams or those handling high RFP volume.
CHARLIE provides 24/7 operational support
CHARLIE is an AI virtual assistant available around the clock through Choice Hotels' core platforms. It answers staff questions, surfaces insights, and reinforces brand standards. The company plans to expand CHARLIE to handle routine tasks and boost consistency across properties.
RAISE simplifies pricing management
RAISE is a rate management tool built with owner input. It streamlines pricing and inventory decisions using AI to surface relevant information as market conditions shift, reducing manual work.
Enterprise infrastructure: AgentCore and AgentForce
Choice Hotels is investing in foundational AI capabilities through partnerships with Amazon Web Services and Salesforce.
AgentCore provides a secure foundation for deploying AI agents across teams while meeting governance requirements. AgentForce enables building and deploying AI agents for sales, service, marketing, commerce, and internal operations.
Together, these systems move beyond isolated AI projects to an integrated approach. Choice Hotels positions this as preparation for "agentic commerce," where AI agents will research, compare, and book travel for consumers.
Anna Scozzafava, Chief Data, AI, & Technology Officer, said the roadmap focuses on measurable outcomes: growing revenue, simplifying operations, and keeping hotels visible as AI transforms travel discovery.
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