Choice Hotels International has integrated AI across its operations by partnering with Amazon Web Services (AWS), moving from individual pilots to full-scale deployment.
Instead of using separate solutions for individual areas, Choice Hotels has incorporated AI across its entire hospitality value chain. The approach spans from guest discovery and booking to franchisee operations management and distribution optimisation.
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The company’s adoption of AWS cloud infrastructure aims to support an intelligent and responsive business model.
Choice Hotels is said to be the first US hospitality provider to adopt AgentCore as a standard enterprise platform.
Powered by AWS, AgentCore supports secure, scalable intelligent agents that can access trusted information and automate workflows. Leveraging this platform, Choice Hotels can report a streamlined transition from experimentation to production.
On the guest experience front, Choice Hotels employs AI to personalise the complete guest journey, from search and booking recommendations to on-property interactions. This ensures relevant and seamless engagement across both digital channels and physical locations.
For franchisees, the company implements AI tools that provide actionable insights for hotel owners and operators.
The solutions cover areas such as revenue management, maintenance, and guest communication, aiming to reduce operational friction and improve overall performance within the portfolio.
Distribution and channel management also benefit from AI, with smarter pricing strategies, inventory optimisation, and simplified partner integration. This shift intends to drive additional revenue for the franchise network.
Choice Hotels International chief information officer Brian Kirkland said: “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.
“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.”
Earlier this month, Choice Hotels International’s Sleep Inn brand launched its initial four newly built properties featuring the Scenic Dreams prototype.
