Choice Hotels International unveils new technologies and AI-powered solutions | News
Choice Hotels International, Inc., one of the world’s largest lodging franchisors, today announced a new suite of technologies and AI-powered solutions designed to help franchise owners generate more revenue, improve operational efficiencies and prepare for the next era of travel discovery and booking.
The latest innovations include Choice Hotels Business Direct, EasyBid, CHARLIE and RAISE. In addition to relationships with Amazon Web Services (AWS) and Salesforce to leverage AgentCore and AgentForce, respectively, these solutions strengthen Choice Hotels’ leadership in delivering technology that helps owners meet demand and operate more efficiently.
Choice Hotels has been actively using artificial intelligence for more than a decade and is now scaling AI across its business to increase revenue and improve operations for owners. These solutions support everything from generating demand for group and business travel to enabling smarter pricing.
“At Choice Hotels, we believe innovation should have a real impact,” said Patrick Pacious, President and CEO. “These tools are built to help our owners win more business as AI continues to reshape the way travelers search, compare and book hotel stays. Throughout our history, we have been a leader in technology and digital transformation, and in today’s dynamic world that is more important than ever. We are committed to deploying technology at scale to enable more for our franchisees and guests.”
Choice Hotels Business Direct
Launching next week, Choice Hotels Business Direct is a digital self-service booking platform built specifically for small and medium-sized businesses (SMBs), allowing them to book stays directly on ChoiceHotels.com. The platform helps SMBs create travel policies, gives travel managers greater insight into travel behavior and provides benefits and rewards to travelers and their businesses, allowing hotels to capture more weekday demand from this large and growing segment.
Choice Hotels EasyBid and EasyBid Plus
To help owners leverage more group demand, Choice Hotels has launched EasyBid, an AI-enhanced group request for proposal (RFP) tool. EasyBid helps hotels manage and monitor group RFP opportunities in one place and submit faster, more effective responses. Speed is important in group sales, and EasyBid is built to help hotels respond quickly and convert more opportunities into booked revenue. For owners looking for even more support, EasyBid Plus allows Choice Hotels to respond to RFPs directly on behalf of owners, while maintaining oversight and control, at no additional cost. This option is specifically designed to save time and increase win rates by targeting high-quality group leads, making it especially valuable for properties without dedicated sales teams or during periods of high RFP volume.
Turn on-demand tools into teammates with CHARLIE
Meet CHARLIE, an AI-powered virtual “teammate” designed to support hotel teams across Choice Hotels’ key operating platforms. CHARLIE serves as a 24/7 digital coach, addressing the needs of hotel staff, uncovering insights and reinforcing Choice Hotels brand standards, reducing the time staff spend searching for answers and allowing teams to focus more on improving the guest experience.
As Choice Hotels continues to develop CHARLIE, the company expects to expand the agent’s ability to perform routine tasks, further accelerate productivity and improve consistency across hotel operations.
Make revenue management easier with RAISE
Choice Hotels will soon launch RAISE, a next-generation rate management tool designed to streamline how owners manage prices, rates and inventory. Built with extensive owner input, RAISE is designed to simplify complex workflows, reduce manual efforts, and help owners stay competitive as market conditions change by using AI to get the right information at the right time.
Built for enterprise scale: AgentCore and AgentForce
As AI moves from pilot to production, Choice Hotels is investing in the foundational capabilities needed to deploy AI safely and reliably across the enterprise.
AgentCore provides a secure, reusable foundation for intelligent agents, allowing Choice Hotels to scale agent capabilities across teams while supporting governance and business requirements. AgentForce supports building and deploying AI agents as teammates across sales, service, marketing, commerce, and internal operations that can help automate, accelerate, and scale workflows.
“Together, AgentCore and AgentForce are helping Choice Hotels move beyond isolated AI use cases to an integrated, enterprise-wide approach,” said Anna Scozzafava, Chief Data, AI, & Technology Officer. “This positions the company as a leader in the emerging world of agent commerce, where AI agents will increasingly research, compare and book travel on behalf of consumers.”
Choice Hotels’ technology roadmap is focused on delivering measurable value to owners: increasing revenue, simplifying operations, and keeping the company’s hotels visible and competitive as AI transforms travel discovery. By combining scale, data and proprietary tools with an owner-centric approach, Choice Hotels helps franchisees compete in today’s marketplace while preparing for the future.
To learn more about Choice Hotels and its technological innovations, visit choicehotels.com.
