Choice Hotels International Implements Enterprise-Wide AI

Choice Hotels International announced the integration of artificial intelligence across its enterprise in collaboration with Amazon Web Services.

Choice Hotels International has integrated artificial intelligence (AI) across its enterprise through a collaboration with Amazon Web Services (AWS). The initiative moves beyond isolated AI pilots to production-grade, scale deployments.

Choice Hotels has embedded AI throughout its operations, including guest discovery and booking, franchisee management, and optimization of its distribution and channel ecosystem. This approach is designed to create a more intelligent, responsive, and efficient enterprise using AWS cloud infrastructure.

Choice Hotels is the first among major hospitality providers in the United States to standardize on AgentCore, an enterprise platform powered by AWS. AgentCore provides a foundation for intelligent agents that can retrieve information and automate workflows. Using AgentCore and AWS enables a shift from experimentation to production in AI deployment.

The company is leveraging AI to personalize the guest journey, including intelligent search, booking recommendations, and on-property experiences. These AI applications are designed to provide more relevant and timely interactions across digital and physical touchpoints.

For franchise operations, Choice Hotels is deploying AI-powered tools to assist hotel owners and operators with decision-making across revenue management, maintenance, and guest communications. These tools are intended to reduce friction and improve performance across its portfolio.

AI is also being used to modernize distribution and channel management, with applications in pricing, inventory optimization, and partner integrations. These efforts aim to enable smarter distribution and incremental revenue opportunities for franchisees.

This initiative is part of a broader industry shift toward AI as an operating model.