Choice Hotels Deploys AI Tools and Loyalty Upgrades at Annual Convention
Choice Hotels International announced AI-powered booking systems and expanded rewards at its 70th Annual Convention in May, aimed at helping franchise owners reduce operating costs and attract repeat guests.
The company revealed AI agents designed to automate hotel searches, comparisons, and bookings. These systems will handle personalized recommendations and streamline the booking process for customers.
For franchise owners, the technology targets operational efficiency and new revenue opportunities. AI will handle routine tasks, freeing staff to focus on guest service and property management.
Choice Privileges Program Expands
Choice Hotels enhanced its loyalty program, which now has more than 75 million members. Members can earn rewards faster, reach Elite status sooner, and access exclusive benefits.
The program is designed to drive repeat stays in a competitive market where personalized service matters. Hotels increasingly rely on loyalty programs to build lasting customer relationships and boost long-term profitability.
What This Means for Franchise Operations
The AI tools give franchise owners new capabilities to manage day-to-day operations while meeting guest expectations for technology-driven experiences. The company said the innovations will improve both efficiency and profitability.
Choice Hotels also reaffirmed support for franchisees through property quality standards, owner resources, and property management solutions. The company aims to help owners grow in what it describes as a favorable operating environment.
Recognition for Long-Term Owners
The convention recognized top-performing properties and owners. Azim Saju received the Premier Legacy Award, reflecting his commitment to the brand since 1981.
These awards highlight the role of quality, dedication, and innovation among franchise owners contributing to brand growth.
The Broader Shift
Choice Hotels' investments reflect how the hospitality sector is adapting to guest expectations. Data-driven AI now handles customer experience tasks, while loyalty programs deepen customer relationships.
For hospitality professionals, this signals a shift toward technology-assisted operations rather than technology-replacing operations. AI handles bookings and recommendations; owners and staff handle relationships and service.
Learn more about AI for Hospitality & Events and how Generative AI and LLM are being applied in real business settings.
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