Choice Hotels Unveils AI Tools for Franchisees at 70th Annual Convention
Choice Hotels International presented new AI-driven technology and operational tools to its franchise owners at its three-day convention last week, focusing on revenue growth and streamlined hotel operations. The company emphasized how its 7,500-property network-representing more than 650,000 rooms across 51 countries-can compete in an increasingly tech-driven travel market.
The centerpiece of the announcement was a suite of AI solutions designed to help owners reduce operational friction and increase bookings. Choice Hotels specifically highlighted AI agents that search, compare, and book hotels on behalf of consumers-a capability the company says positions franchisees for growth as this booking method becomes standard.
The company also expanded its Choice Privileges rewards program to 75 million members. The redesigned program lets members earn rewards faster and reach elite status sooner, with exclusive perks tied to each stay.
What Franchisees Get
Choice Hotels said it is investing in three core areas for owners: more revenue opportunities, lower operational costs, and hands-on support. CEO Patrick Pacious said the company aims to help owners "grow profitability, so they can focus on delivering superb guest experiences."
The company reinforced its commitment to property quality standards and owner support resources. It also highlighted its development pipeline, which the company describes as strong in a favorable operating environment for new hotel construction.
Awards and Recognition
Choice Hotels recognized two owners with Premier Awards. Azim Saju of ARK Hospitality received the Premier Legacy Award after managing more than 100 properties across multiple franchisors since his family's first Econo Lodge purchase in 1981. Ash Sangani of Giri Hotels won the Premier Developer Award and is currently leading development of a Cambria hotel in Burlington, Vermont.
The company also named winners of its annual Best of Choice Awards, which recognize top-performing properties across its 22 brands. Winners included properties in the U.S., Canada, Sweden, Colombia, Australia, and Brazil.
For hospitality professionals looking to understand how AI is reshaping hotel operations and guest interactions, AI for Hospitality & Events covers practical applications in guest experience and operational efficiency. Those focused on automation and booking systems may also find AI Agents & Automation relevant to understanding how these tools function.
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