Choice Hotels International, one of the world's largest lodging franchisors, has announced a suite of new technologies and AI-powered solutions aimed at enhancing revenue and operational efficiency for its franchise owners. The innovations, including Choice Hotels Business Direct, EasyBid, CHARLIE, and RAISE, are designed to meet the evolving demands of travel booking and management.
Choice Hotels Business Direct, launching next week, is a self-service digital booking platform tailored for small and medium-sized businesses. It allows these businesses to book directly on ChoiceHotels.com, offering travel policy creation, travel behaviour insights, and rewards, thereby capturing more midweek demand.
To address group demand, Choice Hotels has introduced EasyBid, an AI-enhanced tool for managing group Request for Proposals (RFPs). EasyBid Plus further allows Choice Hotels to handle RFPs on behalf of owners, enhancing win rates without additional costs.
CHARLIE, an AI-powered virtual teammate, supports hotel staff by providing insights and maintaining brand standards, enabling teams to focus on guest experiences. Meanwhile, RAISE, a forthcoming rate management tool, aims to simplify pricing and inventory management using AI.
Patrick Pacious, President and CEO of Choice Hotels, stated, "These tools are built to help our owners win more business as AI continues to reshape how travellers search, compare, and book hotel stays."
Additionally, Choice Hotels is leveraging partnerships with Amazon Web Services and Salesforce to deploy AgentCore and AgentForce, foundational capabilities for scaling AI across the enterprise. Anna Scozzafava, Chief Data, AI & Technology Officer, highlighted that these tools position the company to lead in agentic commerce, where AI agents will increasingly handle travel bookings.
Choice Hotels' technology roadmap focuses on delivering measurable value, simplifying operations, and maintaining competitiveness as AI transforms the travel industry
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