- Choice integrated AI across its enterprise with AWS.
- It is using AI to personalize the guest journey.
- It is also deploying revenue management tools to support franchisees.
CHOICE HOTELS INTERNATIONAL Inc. integrated artificial intelligence across its enterprise with Amazon Web Services. It embedded AI across the hospitality value chain, from guest search and booking to franchise operations and distribution.
Choice is the first major U.S. hospitality provider to standardize on AgentCore, the company said in a statement. The AWS platform provides a foundation for agents to retrieve information and automate workflows.
“This enterprise-wide adoption of AI is the next chapter in Choice Hotels’ history of innovation,” said Brian Kirkland, Choice’s 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.”
The company is using AI to personalize the guest journey and plans to expand its use across search, booking recommendations and on-property experiences, the statement said. It is also deploying AI tools to support franchisees in revenue management, maintenance and guest communications. Additionally, it will support distribution and channel management, including pricing, inventory and partner integrations that drive revenue.
Rich Geraffo, AWS North America’s vice president and managing director, said Choice shows what it looks like when an enterprise commits to AI at scale.
“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,” he said.
The initiative reflects a broader shift as AI moves from a future investment to an operating model for hotel brands, the statement said. A report by Canary Technologies found hotels are moving from exploring AI to implementing it, with expected impact on revenue, operations and guest experience.
Choice also opened four Sleep Inn properties under the Scenic Dreams prototype in Ashland City and Savannah, Tennessee; Middletown, Pennsylvania and Henderson, Nevada.
