Choice Hotels Introduces AI Tools for Franchisees at 70th Anniversary Convention
Choice Hotels International unveiled a suite of AI-powered solutions designed to help franchise owners boost revenue and streamline operations at its three-day 70th Annual Convention. The company also expanded its loyalty program to over 75 million members and outlined plans to prepare franchisees for shifts in how travelers search for and book hotels.
The new tools address a specific problem for hotel owners: how to compete as booking behavior changes. Choice Hotels is positioning itself for "agentic commerce," where AI agents search, research, compare, and book hotels on behalf of consumers without human intervention.
"Our focus is simple: more revenue opportunities, lower operating friction, and the tools and support to run great hotels with confidence," said Patrick Pacious, president and CEO. "We're investing to continue to lead in the next era of AI-led travel discovery and booking."
Loyalty Program Expansion
The upgraded Choice Privileges program now lets members earn rewards faster and reach Elite status more quickly. The program has grown to 75 million members, up from previous figures, and includes new benefits tied to repeat stays.
Awards Recognize Top Owners and Properties
Choice Hotels honored long-standing franchisees and high-performing hotels during the convention. Azim Saju of ARK Hospitality received the Premier Legacy Award after building a portfolio of more than 100 hotels across multiple brands since purchasing his first Econo Lodge in 1981.
Ash Sangani of Giri Hotels won the Premier Developer Award. His company owns 12 Choice Hotels properties and is developing a Cambria hotel in Burlington, Vermont-the largest project Giri Hotels has undertaken.
Twenty-six properties across Choice's brands earned Best of Choice Awards, selected for guest service and operational standards. Winners span multiple countries, including hotels in Sweden, Australia, Brazil, Canada, and Colombia.
What This Means for Franchisees
The AI tools address operational challenges specific to hotel management: pricing optimization, revenue forecasting, and staffing decisions. By automating routine tasks, owners can focus on guest experience-the area where human judgment still matters most.
The focus on agentic commerce signals how Choice Hotels expects the booking process to change. If AI agents handle searches and comparisons without human involvement, hotels need to optimize for how those agents evaluate properties, not just how humans do.
For hospitality professionals managing operations, understanding AI for Hospitality & Events and AI Agents & Automation will become increasingly relevant as these systems roll out across the industry.
Your membership also unlocks:
