Choice Hotels International Inc. has integrated AI across its enterprise in collaboration with Amazon Web Services (AWS).
Unlike point solutions that address a single-use case, Choice said that it has embedded AI across the full hospitality value chain—from how guests discover and book hotels, to how franchisees manage operations, to how the company optimizes its distribution and channel ecosystem.
Choice Hotels is the first to standardize on AgentCore among major hospitality providers in the U.S., the company reports. The enterprise platform powered by AWS provides a secure, reusable foundation for intelligent agents that can retrieve trusted information and automate workflows.
“This enterprise-wide adoption of AI is the next chapter in Choice Hotels’ history of innovation,” said Brian Kirkland, chief information officer, Choice. “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.”
The company is leveraging AI to personalize the end-to-end guest journey and plans to deliver even more. From intelligent search, to booking recommendations or on-property experiences, guests will benefit from more relevant, timely and seamless interactions across digital and physical touchpoints.
With thousands of franchise properties, Choice is deploying AI-powered tools that help hotel owners and operators make smarter decisions—from revenue management to maintenance and guest communications. AI is also reshaping how the company manages its dynamic distribution and channel ecosystem, enabling smarter pricing, inventory optimization and partner integrations that help drive incremental revenue for franchisees.
“Choice Hotels is a powerful example of what it looks like when an enterprise truly commits to AI at scale,” said Rich Geraffo, VP/managing director, AWS North America. “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.”
The initiative underscores a broader industry shift, according to Choice, that AI is no longer a future investment for hospitality—it is the operating model of today’s most competitive hotel brands.
