Choice Hotels accelerates AI for its franchisees

AI suite boosts revenue and efficiency

Choice Hotels International has unveiled a new suite of tools — Choice Hotels Business Direct, EasyBid and EasyBid Plus, CHARLIE and RAISE — as it looks to move from scattered uses of artificial intelligence to an integrated approach spanning travel discovery, comparison and booking. The company, one of the world’s largest lodging franchisors, is also highlighting collaborations with Amazon Web Services for AgentCore and Salesforce for AgentForce.

The rollout will begin with Choice Hotels Business Direct, a self-service platform aimed at bringing small and medium-sized enterprises into direct corporate booking. It enables companies to book directly on ChoiceHotels.com, set travel policies, give travel managers greater visibility over spend and behaviour, and extend benefits to travellers as well as their employers.

Choice is also deploying EasyBid, an AI-enhanced tool to handle group requests for proposals. EasyBid Plus allows the group to respond directly to selected RFPs on behalf of franchisees, while keeping owners in control and at no additional cost.

CHARLIE acts as an always-on virtual teammate for hotel teams. It helps surface answers, flag useful insights and support the application of brand standards. Meanwhile, RAISE is designed to simplify price, rate and inventory management by bringing AI into workflows at the right moment, with the tool built from extensive owner feedback.

“At Choice Hotels, we believe that innovation should deliver real-world impact,” said Patrick Pacious, President and Chief Executive Officer. “These tools are built to help our owners win more business as AI continues to reshape how travelers search, compare and book hotel stays.”

Beyond individual products, Choice Hotels is sketching out a broader architecture. AgentCore provides a secure, reusable foundation for deploying intelligent agents at enterprise scale, while AgentForce supports the creation of agents that can operate across sales, service, marketing, commerce and internal operations.

“Together, AgentCore and AgentForce help 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 to lead in the emerging world of agentic commerce, where AI agents will increasingly research, compare and book travel on behalf of consumers.”

The roadmap speaks to franchisees, on-property teams, SME customers and the company’s technology partners alike. Choice Hotels International says it has more than 7,500 hotels, representing over 650,000 rooms, across 51 countries and territories. At this scale, the promise is to keep properties visible in new discovery journeys while automating elements of commercial and operational work.