AI rolled out enterprise-wide with AWS
Choice Hotels International is rolling out artificial intelligence across its enterprise in collaboration with Amazon Web Services. The move shifts isolated pilots into production-grade deployment at scale. The company says it is the first major US hospitality provider to standardise on AgentCore, an AWS-powered enterprise platform for intelligent agents. The aim is to build a more responsive and efficient organisation, from discovery and booking to franchisee operations and distribution management.
AWS cloud architecture and the AgentCore foundation are intended to provide reusable building blocks for agents that can access trusted information and automate workflows. AgentCore, generally available since autumn 2025, underpins rapid industrialisation of use cases. The rollout spans several areas. For guests, Choice is targeting a more personalised end-to-end journey, with intelligent search, booking recommendations and smoother on‑property interactions. In operations, decision-support tools focus on revenue management, maintenance and communications. And on distribution, AI is set to support smarter pricing, inventory optimisation and partner integrations.
Reimagining hospitality’s adaptability and growth
For the brand, the strategy is designed to turn a body of tests into a durable operating model. Executives point to efficiency gains and more relevant exchanges with travellers. The partnership with AWS is presented as a capability accelerator and a lever for sustained competitive advantage for both franchisees and central teams.
“This enterprise-wide adoption of AI is the next chapter in Choice Hotels' history of innovation. As a leader in transformation, we are excited to reimagine how hospitality can adapt and grow,” said Brian Kirkland, chief information officer. “Our relationship with AWS gives us the opportunity to continuously advance our capabilities and turn intelligence into a lasting competitive advantage to support our guests and franchisees.”
Amazon Web Services frames the programme as an illustration of a commitment that goes beyond automating tasks to deliver improved experiences and outcomes. “Choice Hotels is a powerful example of what it looks like when an enterprise truly commits to AI at scale,” said Rich Geraffo, vice president and managing director, AWS North America. “Together, we've built a foundation that doesn't just automate tasks, but helps deliver smarter guest experiences, stronger franchisee outcomes, and a new competitive edge in hospitality.”
Choice Hotels operates nearly 7,500 hotels, representing more than 650,000 rooms, in 50 countries and territories, with a portfolio of 22 brands.
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