- Choice kicked off its 11th annual technology and innovation summit.
- The event helps franchisees increase revenue and improve operations.
- It examines how AI and emerging technologies enhance business intelligence.
CHOICE HOTELS INTERNATIONAL kicked off Mastery, its 11th annual technology and innovation summit. The week-long event will have more than 800 associates addressing business challenges through workshops, competitions and knowledge-sharing sessions.
The event aims to help franchisees drive revenue, reduce costs and improve operations, Choice said in a statement. Associates will also examine how artificial intelligence, cloud platforms, data and analytics, cybersecurity and other technologies can improve business intelligence, security, on-property operations and the scalability of Choice’s systems.
“At its core, Mastery is about designing technical capabilities that will shape the next chapter of hospitality,” said Brian Kirkland, Choice’s chief information officer. “By engaging associates across the organization—not just engineers—we’re unlocking new opportunities to apply AI and emerging technologies to real business challenges. That collective investment in talent and expertise is accelerating innovation across the Choice Hotels system and producing tools that help franchisees operate efficiently, make smarter decisions, and grow their businesses with confidence.”
At Mastery, challenges like “Capture the Flag,” a cybersecurity scavenger hunt, and the AWS AI League, where participants build AI solutions with AWS tools, will test problem-solving and AI skills, the statement said. During the summit’s Make-a-Thon, engineers will develop and present software to improve company and hotel operations and guest experiences. Winning teams will receive cash prizes and top innovations may be deployed company wide.
Mastery also includes a community service event, Bey's Blessing: The Choice to Impact. Attendees will partner with nonprofit Bey's Blessings to assemble comfort kits for the unsheltered community and support the organization through additional activities.
Choice reported U.S. growth in 2025, driven by domestic extended-stay openings and expansion of its core and upscale brands. It opened 66 extended-stay properties, exceeding 2024’s total. It recorded net income of $63.7 million for the fourth quarter and $369.9 million for full-year 2025.
