Choice Hotels International is accelerating its AI transformation strategy with the launch of several new technology platforms. These systems are designed to help franchise owners increase revenue, improve operational efficiency, and enhance guest experiences across its global hotel network.
The hospitality giant unveiled a suite of AI-powered tools including Choice Hotels Business Direct, EasyBid, EasyBid Plus, and RAISE. These tools are all aimed at modernizing hotel operations while helping franchisees compete in an increasingly digital travel market. Furthermore, the company is also expanding partnerships with Amazon Web Services (AWS) and Salesforce to strengthen its enterprise-wide AI ecosystem.
Choice Hotels Expands AI Strategy Across Hospitality Operations
Choice Hotels has been investing in artificial intelligence for more than a decade. However, the company says it is now scaling AI across nearly every aspect of its business. The new initiatives focus on helping hotel owners generate more bookings, automate workflows, optimize pricing strategies, and improve traveler engagement.
According to Choice Hotels President and CEO Patrick Pacious, the company sees AI as a key driver of future hotel growth and customer acquisition. This is because travelers increasingly rely on digital platforms and AI-powered search tools when planning trips.
The company’s expanded AI ecosystem is built on cloud infrastructure powered by AWS and Salesforce. Technologies such as AgentCore and AgentForce are also used.
Business Direct Targets Small and Medium-Sized Business Travelers
One of the biggest announcements is Choice Hotels Business Direct, a self-service digital booking platform designed specifically for small and medium-sized businesses (SMBs).
The platform enables companies to:
- Book hotel stays directly through ChoiceHotels.com
- Create and manage travel policies
- Gain visibility into employee travel behavior
- Access rewards and loyalty benefits
- Simplify corporate travel management
Choice Hotels believes the SMB market represents a major opportunity for hotel franchisees. In particular, it is key for driving midweek occupancy and business travel demand.
EasyBid Uses AI to Improve Group Hotel Bookings
Choice Hotels also introduced EasyBid, an AI-enhanced Request for Proposal (RFP) platform that helps hotel owners respond faster to group booking inquiries.
The AI-powered tool is designed to:
- Streamline group booking workflows
- Speed up proposal responses
- Improve conversion rates
- Help franchisees capture more group business revenue
Industry analysts say group travel remains one of the most competitive areas in hospitality. Therefore, AI-assisted proposal management is increasingly valuable for hotel operators.
Choice Hotels also launched EasyBid Plus, an upgraded version offering more advanced automation and revenue optimization capabilities for franchise owners.
RAISE Platform Focuses on Revenue Optimization
Another major innovation is RAISE, a new AI-driven revenue management platform designed to help hotel owners make smarter pricing and operational decisions.
The platform leverages real-time analytics and AI-powered forecasting to optimize:
- Room pricing strategies
- Occupancy management
- Revenue forecasting
- Operational efficiency
- Market demand analysis
Choice Hotels says the platform gives franchisees access to advanced enterprise-level tools that smaller operators often struggle to build independently.
AI Becoming Central to the Future of Hospitality
Choice Hotels’ latest announcements reflect a broader trend across the hospitality industry. Hotel companies are increasingly integrating AI into customer experiences, booking systems, and operational workflows.
The company’s AI strategy extends beyond booking optimization. Choice Hotels is also using AI to enhance guest discovery, personalized marketing, loyalty engagement, and property management systems.
With more travelers relying on AI-powered search and recommendation systems, hotel brands are under pressure to modernize digital infrastructure. In addition, they need to improve direct booking channels.
Breaking AI News Takeaway
Choice Hotels is positioning itself as one of the most AI-focused hospitality brands in the industry. It is achieving this by embedding artificial intelligence into booking systems, pricing tools, customer engagement, and franchise operations.
As AI continues reshaping the travel sector, hotel companies investing early in automation and intelligent revenue systems could gain a significant competitive advantage. This could help attract both travelers and franchise partners.
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