Choice hosts 10th MasteryX summit in Scottsdale, AZ

Choice Hotels MasteryX 2025: Driving Tech Innovation in Scottsdale

CHOICE HOTELS INTERNATIONAL kicked off its 10th annual MasteryX tech summit in Scottsdale, Arizona. Around 650 associates are attending the week-long event to explore technologies and address real-world challenges through workshops, competitions and knowledge-sharing sessions focused on helping hotel owners increase revenue, reduce costs and improve efficiency.

Choice technologists will examine how artificial intelligence, quantum computing and other technologies can support business intelligence, cyber security, on-property operations and the scaling of the company’s tools and systems, Choice said in a statement.

“MasteryX is more than a conference — it’s a launchpad for the future of hospitality technology,” said Brian Kirkland, Choice’s chief information officer. “By upskilling our engineers in AI and emerging tech, we’re ensuring Choice Hotels stays at the forefront, delivering smarter, more efficient solutions for franchisees and guests. Mastery is part of our innovation culture, supporting tools that help owners drive strong returns and manage their businesses with the control and flexibility they need.”

At MasteryX, challenges such as Capture the Flag and AWS DeepRacer will test participants’ problem-solving and AI skills, the statement said. During the summit’s Hack-a-Thon competitions, engineers will develop and present software products to support company operations, hotel performance and guest services.

Winning teams will receive cash prizes and selected projects may be deployed across the company.

A winning project from last year’s Mastery automated the process of creating special rates for repeat guests and packages for local businesses, Choice said. This cut processing time from 2.5 weeks to instant execution, increasing hotel revenue and speeding up service. More than 600 hotels have used the program, generating nearly 6,000 rate packages and about 450,000 room nights totaling over $31 million in sales.

In addition to supporting innovation, MasteryX includes a two-hour service event where attendees will assemble care kits and tie-dye items for patients at Phoenix Children’s Hospital.

Anna Scozzafava, Choice’s chief strategy officer and senior vice president for technology, said Choice Hotels has a long track record of innovation.

“Mastery is one of the ways we keep the spirit of innovation alive, so we can continue leveraging technology to strengthen our competitive edge by providing tools that make hotel operations easier and allow owners to focus on the guest experience,” she said.

In March, Choice extended its Choice Privileges sponsorship of Trackhouse Racing for a second year, giving members access to the 2025 NASCAR Cup Series.